Brand promise v customer expectation
There is a well-documented gap between brand promise and consumer expectation. Every brand has bold aspirations of simplicity, convenience and value. But ultimately, more often than chief marketing officers would like, the day to day customer experience falls short.
Closing this gap is now the imperative for marketers and we believe a new focus on relevant and human experiences will be key to doing so.
Achieving this brand nirvana, however, is challenging at a time when consumer preferences are constantly changing, channels are fragmenting, new technologies are emerging and CMOs are being asked to deliver greater efficiencies and business value.
Balancing a person’s needs – both customer and human – against business targets increasingly calls for bold and radical responses. Democratisation of technology and data, and breakthroughs in emerging technologies, such as AI and extended reality, give marketers the tools to help achieve this. In addition, a rethink of the whole marketing model, agency and ecosystem partners, and the necessary talent and skills needed, is required.
Frankly, being a CMO has never been harder. But neither has it ever been more exciting. My daily conversations with our clients about how they are driving the future – and the challenges they face – has helped inform this set of articles which explore the choices facing you, today’s marketing leaders.
Joy Bhattacharya, managing director, Accenture Interactive UK and Ireland
Build brands and own the experience
There has never been a more exciting and challenging time to build a brand.
The chief marketing officer is not just responsible for investing in advertising, communications and marketing technology. Now, the CMO has an unrivalled opportunity to be the custodian of the whole customer experience, understanding and managing every touchpoint and interaction, and a driver of revenue growth.
The marketing leaders who are at the forefront of change and business transformation recognise that their role is about being more than a CMO. They can also be the chief customer officer, the chief experience officer and the chief growth officer.
That means taking the initiative and seizing responsibility for a whole range of issues – from the creative use of automation and data to exploring the new worlds of virtual and augmented reality and pushing for greater effectiveness, transparency and efficiency.
So Campaign is delighted to have produced this collection of stimulating essays in partnership with Accenture Interactive. It’s time to push the experience.
Gideon Spanier, global head of media, Campaign
Accenture Interactive helps the world’s leading brands transform their customer experiences across the entire customer journey. Through our connected off erings in design, marketing, content and commerce, we create new ways to win in today’s experience-led economy. Accenture Interactive has been ranked the world’s largest digital agency in the latest Ad Age Agency Report, for the third year in a row.