{"id":2321,"date":"2022-01-31T01:02:36","date_gmt":"2022-01-31T06:02:36","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/01\/31\/how-connected-marketing-helps-brands-meet-customer-experience-expectations\/"},"modified":"2022-01-31T01:02:36","modified_gmt":"2022-01-31T06:02:36","slug":"how-connected-marketing-helps-brands-meet-customer-experience-expectations","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-connected-marketing-helps-brands-meet-customer-experience-expectations\/2321\/","title":{"rendered":"How Connected Marketing Helps Brands Meet Customer Experience Expectations"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Namrata Gupta, Principal, Digital Customer Experience at Capgemini Americas<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Customer-experience standards are higher than ever and the way consumers perceive their experiences is changing in ways that require a new approach to marketing. By the end of 2022, <a href=\"https:\/\/www.forrester.com\/predictions\/\" aria-label=\"80% of consumers will view the world as entirely digital, read on forrester\">80% of consumers will view the world as entirely digital<\/a>, with no distinction between online and offline experiences.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To meet consumers expectations now, brands need to deliver one-to-one experiences across channels that meet customers where they are in their journey. A \u201cConnected Marketing\u201d approach gives brands the capability to do this.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">What Defines Connected Marketing?<\/h2>\n<p class=\"wp-block-paragraph\">The goal of one-to-one personalized experiences isn\u2019t new but connected marketing makes it possible to orchestrate experiences at scale. Connected Marketing also allows brands to differentiate by offering a unique branded digital experience across touchpoints.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Data and recent automation technology advances \u2014 especially cloud technology that manages, synchronizes, and analyzes massive amounts of data in real time \u2014 make Connected Marketing possible to deliver new benefits to customers, marketers and brands.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With a Connected Marketing approach a brand can cover the entire value chain\u2014 from customer profiling to content strategy, campaign activation, cross-channel activation, operations and performance management.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">The Advantages of Connected Marketing<\/h2>\n<p class=\"wp-block-paragraph\">The shift to digital commerce has been helpful for customers since the start of the pandemic. However, it can also be frustrating when the experience is fragmented and information is incomplete.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, shopping for anything right now can be a challenge, due to supply-chain issues and product shortages.\u00a0As customers seek what they need in a timely way, brands will <a href=\"https:\/\/www.forrester.com\/predictions\/\" aria-label=\"lose 50 percent, read on forrester\">lose 50%<\/a> of sales on backordered items unless they compensate with CX.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many customers are also tired of making decisions and that\u2019s one of the reasons<a href=\"https:\/\/www.forrester.com\/predictions\/\" aria-label=\"consumers, read on forrester\"> consumers<\/a> will turn to uplifting, pleasing products and experiences in 2022 that offer a reprieve from the ongoing uncertainty. By giving customers individually personalized experiences, Connected Marketing makes it easier for them to make decisions that they feel comfortable with.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Connected Marketing gives CMOs the tools to eliminate data silos in their own departments and across the organization. By unifying customer data, Connected Marketing technology provides a way to see the entire customer journey accurately and allows for real-time adjustments to the digital brand experience that drives more conversions and optimizes ROI.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Connected Marketing initiatives also help marketers develop campaigns that better support business goals.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, one beauty enterprise implemented Cloud technology for content lifecycle management to provide a more cohesive and properly personalized customer experience across dozens of its brands in more than 50 markets. The resulting improvement in brand consistency led to a 23% increase in revenue.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because Connected Marketing requires data unification and visibility, it can benefit the entire organization, not only the marketing department. When leaders from all departments can see the customer journey and related data, it\u2019s easier to build a unified strategy across departments.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That approach can increase operational efficiency, reveal more revenue opportunities, quickly identify areas that need to be improved and earn customers\u2019 loyalty through consistently seamless and excellent experiences. Because unified data offers so many benefits, it\u2019s not surprising that <a href=\"https:\/\/www.forrester.com\/predictions\/\" aria-label=\"insights driven firms, read on forrester\">insights-driven firms<\/a> will be three times more likely to outperform their competitors in the year ahead.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">How to Implement Connected Marketing<\/h2>\n<p class=\"wp-block-paragraph\">Getting data out of silos, formatting it properly, and analyzing it are the core steps on the path to a successful Connected Marketing program \u2013 but there\u2019s more to building this kind of program than simply deploying new technology.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Connected Marketing development requires a plan that includes change management, communication, training, and technology integration strategies. There must also be a commitment to the new program from the top down, to help overcome some of the most common hurdles to Connected Marketing implementation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">First, organizations need to identify the right partners to enable and support their move to Connected Marketing. Deploying a cloud-based one-to-one personalization program across multiple channels, touchpoints and steps in the customer journey requires expertise that only the very largest companies may have in-house.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">An ideal partner will have experience integrating the organization\u2019s legacy infrastructure with the appropriate cloud solutions to get the marketing capabilities they want.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Next, executive buy-in and managerial commitment can help overcome the normal resistance to change that many organizations have to work through for any new initiative to succeed.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Keep in mind that it\u2019s not just customers who are a bit worn-out from nearly two years of uncertainty and rapid change; employees are often dealing with the same type of fatigue. By making the Connected Marketing program a companywide commitment and starting with early, easy wins, leaders can maintain momentum during changes.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Another challenge is pulling data out of silos and legacy applications so that every department has visibility into the same data. Typically, this requires moving the data to the cloud, which has more storage and analytical power than many legacy software solutions.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In addition to offering better data visibility, Cloud technology also offers cost and security advantages over in-house software systems. Combined with artificial intelligence (AI) and machine learning (ML), cloud-based data management systems allow for learning about customer behavior in ways that would otherwise be impossible at scale.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By starting to plan now to find a technology partner with Connected Marketing expertise, forging a companywide commitment to the Connected-Marketing transition and bringing together all the necessary data for a 360-degree view of the customer journey, organizations can recognize their customers as individuals and orchestrate experiences \u2014 even at scale.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Namrata Gupta is a Principal within the Digital Customer Experience practice at Capgemini Americas. She is an experienced senior executive who builds trusting client relationships and drives innovative marketing programs and products that truly transform brand perception and consumer engagement. <\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Namrata has been driving digital transformation for Capgemini clients for over 15 years and is the offer leader for Connected Marketing in North America. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>To meet consumers expectations now, brands need to deliver one-to-one experiences across channels that meet customers where they are in their journey. A \u201cConnected Marketing\u201d approach gives brands the capability to do this.<\/p>\n","protected":false},"author":7,"featured_media":2322,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-2321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Connected Marketing Helps Brands Meet Customer Experience Expectations | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-connected-marketing-helps-brands-meet-customer-experience-expectations\/2321\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Connected Marketing Helps Brands Meet Customer Experience Expectations\" \/>\n<meta property=\"og:description\" content=\"To meet consumers expectations now, brands need to deliver one-to-one experiences across channels that meet customers where they are in their journey. 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