 "Digital to transform corporate marketing")
About 78 per cent of marketing executives believe corporate marketing will undergo a fundamental transformation over the next five years due to the use of analytics, digital and mobile technologies, finds a global survey by Accenture. However, a similar number of respondents (79 per cent) believe their company will not be a fully operationalised digital business in the same amount of time. The Accenture report, CMOs: Time for Digital Transformation or Risk Being Left on the Sidelines, notes that marketing executives are chasing the digital vision as more than one third of the executives surveyed expect digital spending to account for more than 75 per cent of their marketing budgets within five years.
Only 62 per cent of survey respondents, however, believe their company currently provides a good customer experience. To turn this situation around, the report says that companies will have to improve their ability to build long-lasting customer relationships, design and deliver branded customer experiences, and make use of multiple channels, digital channels.
The report recommends that businesses should increase collaboration with the C-suite, including chief digital officers and chief information officers and reverse engineer corporate marketing initiatives rather than focus on sales transactions.
Only 62 per cent of survey respondents, however, believe their company currently provides a good customer experience. To turn this situation around, the report says that companies will have to improve their ability to build long-lasting customer relationships, design and deliver branded customer experiences, and make use of multiple channels, digital channels.
The report recommends that businesses should increase collaboration with the C-suite, including chief digital officers and chief information officers and reverse engineer corporate marketing initiatives rather than focus on sales transactions.