Why data is now turning CMO heads

A chief marketing officer’s role used to be relatively straightforward; devise the brand strategy, brief your team, hire an advertising agency, add a bit of gut-instinct and, as they say, job done.
But in a world where your customer can instantly access a host of different options through websites, instant advertising, apps, reviews and social commentary, brands suddenly need to provide a quick and valuable customer experience to gain competitive advantages.
Marketing has always been appreciated in business, but with such a close understanding of the customer relationship, marketing leaders will be absolutely pivotal in managing this customer-centric view.
Of course, customer data is now crucial to this approach. Not that long ago, the concept of ‘data’ being on any CMO’s top 5 list would have raised more than a few eyebrows, but for today’s marketing professionals, it’s imperative.
Personalised and relevant marketing is no longer just a “nice to have”. In a YouGov survey commissioned by my company, 75% of respondents reported that they would resent a brand after being bombarded by online marketing.
Not only does this reflect a growing sensitivity to marketing noise, it also reflects a rise in customer expectations.
Digital has reversed the balance of power between the customer and the business. Customers have immediate access to numerous choices, while businesses face more traditional and non-traditional competitors every day.
Against this backdrop, thanks to significant investment and innovation in marketing technologies, businesses of all sizes can cost effectively provide personalised brand experiences across multiple sales channels.
Every interaction a customer has with your business –from a browse on the website, to the open and click on an email, to the tweet, or the in-store purchase – is essential in building a complete picture of customer likes and dislikes.
The old guesswork has gone; today we’re seeing a new generation of marketing technology that’s dedicated to helping businesses understand this data so they can put customer needs, preferences and experiences at the centre of the marketing master-plan.

Nick Heys is a founder of Emailvision