No doubt, 2020 has been a volatile year for marketing organizations. The focus is now on pivoting in light of the pandemic and how to do more with less. This means delivering better content that is timely and more focused on communications in the right channel—rather than focusing on sales and lead generation.
And with COVID making it a faster-paced, customer-centric time for marketing teams, digital engagement is no longer a nice-to-have capability. It’s now a business-critical objective, which is also giving CMOs a seat at the C-suite table. Customer experiences and communications are now higher, more strategic priorities.
Improving Customer Experiences While Facing Corporate Pressures
Taking this perspective is critical because improving customer experiences is not a destination; it’s a journey that must continuously evolve. At the same time, CMOs and their teams continue to face cost-reduction, efficiency, and agility challenges as they strive to digitally transform and improve their ability to connect with customers.
There are also pressures from the corporate level to prove the ROI of marketing solutions. Marketing spend needs to be validated and justified. But ROI measurements require data. If the organization doesn’t have sufficient data, it’s important to work with whatever data is available to estimate ROI as close as possible. From there, marketing can determine how to collect the data needed to achieve an accurate ROI calculation of all marketing solutions.
The silver lining that comes out of solving all these challenges is that marketing teams will know the gaps to address in technology, people and data. And along the way, they will discover integrated product suites that solve the challenges. Marketing teams will also accelerate their decision points on those gaps and begin their acceptance of virtual environments—no longer needing large, expansive in-house IT infrastructures.
A Resource for Achieving Digital Transformation Quickly
If your company is facing a situation like this, stay tuned for our upcoming white paper, Transforming Customer Experiences When Business Conditions Suddenly Change. We go into a deeper dive of the cost-reduction, efficiency, and agility issues and examine the challenges of achieving digital transformation quickly to meet customer needs. We also show how Adobe Experience Manager (AEM) solutions and R2i expertise can help you overcome the challenges.
To find out more about our digital marketing expertise how Adobe technologies facilitate digital transformation, you can also contact R2i today. We help you close your marketing gaps to enable fast transformations that continue to drive positive customer experiences when your business conditions suddenly change.