In an article for Adweek called “7 Strategies to Drive Business Growth Through Digital Experience Innovation,” Solis offers various pieces of advice gleaned from his interviews with leading CMOs. He interviewed marketing heads at top brands such as Nestlé Waters, Home Away, Domino’s and Marriott International to learn how they were approaching innovation and how that might affect the role of brand and marketing.
He writes, “I learned that, across the board, in addition to adopting new technologies and hiring for new expertise, digital customer experience (DCX) is the leading catalyst for driving marketing innovation and business growth. As a result, DCX is not only improving customer experiences, but it’s also contributing to mutually beneficial outcomes. This connects the dots between customer satisfaction and loyalty and also with important business KPIs such as revenue, customer lifetime value (CLV) and profitability.”
Solis then lists the seven ways these progressive CMOs are linking marketing innovation, digital customer experiences and business growth.
-Modernize the role of marketing around total CX
-Invest and organize around data
-Make data storytelling part of the process
-Become the standout “mentally available” brand
-Engage the entire organization around fostering loyalty
-Become a tech company
-Integrate customer-centric metrics when measuring performance
Read the entire article at Adweek.
Brian Solis | Author, Keynote Speaker, Futurist
Brian Solis is world-renowned digital analyst, anthropologist and futurist. He is also a sought-after keynote speaker and an 8x best-selling author. In his new book, Lifescale: How to live a more creative, productive and happy life, Brian tackles the struggles of living in a world rife with constant digital distractions. His previous books, X: The Experience When Business Meets Design and What’s the Future of Business explore the future of customer and user experience design and modernizing customer engagement in the four moments of truth.
Invite him to speak at your next event or bring him in to your organization to inspire colleagues, executives and boards of directors.