Scott Galloway, CEO and founder of the digital marketing research firm L2 (now part of Gartner), speaking about creating value with customer data during the Digital Marketing Conference Keynote.
Customers judge brands through the lens of the best companies and experiences on the planet, regardless of industry or vertical. Marketers need to deliver on their brand promise. Jake Sorofman, Gartner research vice president, noted that now more than ever marketers have a need for speed and precision. “Everything that isn’t nailed to the ground needs to be automated. That’s one of the reasons more than a quarter of every marketing dollar spent is spent on technology,” he said. CMOs are on track to spend more on technology than their CIO counterparts.
There’s never been a better time to be a human being in marketing.
The new normal for marketers is a constant state of change where machines, humans and “things” interact to meet and exceed customer needs. The prize for creating rich and engaging experiences that anticipate and fulfill customers needs is enduring customer loyalty.
The age of experience
Marketers have more or less mastered the “buy” phase of the customer journey but it’s the “own” phase that matters in the Buy-Own-Advocate customer experience journey. Marketing leaders are responsible for the realization of the brand promise through customer experience. The age of experience means no more hiding behind a false brand promise. By 2018, every category leader in customer satisfaction will have appointed a chief customer officer of equivalent.
The age of voice
In 2016 voice-based searches were barely on the radar of marketing leaders. Now they represent an ever-increasing share of search volume (roughly 50 billion search queries). Eliminating the need to use eyes and hands for searching opens new possibilities and environments including those surrounding driving, exercising, walking and socializing.
As a result, connected waking moments for most human beings will rapidly approach 100% and marketers need to solve for these new screenless use cases while targeting and engaging customers and audiences. By 2020, 30% of web browsing sessions will be done without a screen.