The mantra ‘right message, right channel, right time’ is imprinted into every digital marketer’s brain. Understanding customer identity, and being able to respond to this, is the driving force behind journey orchestration.
The achievements of this year’s CX50 members prove an organisation-wide customer experience mindset is a blueprint for the future as well as the present.
From the direct-to-consumer opportunity to the Amazon effect, digital is shaping how FMCG brands reach and engage with consumers.
Marketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
According to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.
ISBA’s director of agency services believes pitches have become “more frequent, more complex and more costly”, to the detriment of both advertisers and their agencies.
A renewed look at talent is “vital” for the future success of the industry as brands, agencies and media owners “struggle” to attract and retain staff, says AA president and Tesco chief customer officer Alessandra Bellini.