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The explosive growth of digital marketing is driving a significant organisational transformation in which chief marketing officers (CMOs) can redefine and elevate their role as never before. Todays CMOs now have a broad set of tools to impact and optimise customer experiences and ultimately drive revenue for their company. And thanks to recent advances in closed-loop marketing, CMOs can measure and demonstrate the effectiveness of their digital marketing efforts in terms of customer acquisition, customerretention and revenue growth. This level of measurement is transforming the role of the CMO within organisations, paving the way for 21st-century CMOs whose tenure is on the rise as they become an indispensable asset to companies. Infact, according to a 2010 Spencer Stuart survey, the average CMO tenure has risen nearly 50% in the past two years, from 23.2 months to over 34 months. Todays 21st-century CMOs are pursuing digital marketing across a large number of channels simultaneously. As they do, they leverage the capabilities inherent in next-generation web content management (WCM) platforms to strike a balance between two conflicting goals: to spread branding and messaging as widely as possible, and to maintain control over their content as they deliver branding and experiences appropriate to each unique channel. This paper highlights the advances in closed-loop marketing that enable measurement and optimisation of digital marketing efforts. It also describes the challenges that CMOs face when pursuing digital marketing strategies and how next-generation WCM solutions help CMOs overcome those challenges.
But recent advances in closed-loop marketing are enabling CMOs to significantly raise the level of understanding regarding the origin and quality of sales leads developed by marketing, providing organisations with quantifiable business results that can either indemnify or indict a CMO. The following capabilities provide CMOs with a wealth of data for measuring digital marketing results everything needed to engage a prospect and move them through the sales funnel: Multichannel campaign management Campaign and email analytics, such as opens, bounces, click-throughs Multivariate testing Landing page optimisation Email marketing and analytics
Multichannel campaign optimisation Content targeting and multivariate testing tools are providing CMOs with a virtual cockpit for controlling messages across channels. CMOs can tap into critical data and customise messages so that every experience is engaging and optimal. Using multivariate testing, CMOs can then evaluate audience preferences and promote or pull campaigns based on response rates.
With results in hand, CMOs have begun to step into the spotlight. As more and more organisations recognise the growing impact of CMO performance on their bottom line, CMOs are seeing their performance evaluations aligned more tightly torevenue.
CMOs that do not embrace the benefits of interactive and closed-loop marketing will struggle to compete with their peers and can expect short tenures. Jeff Bell, vice president of global marketing at Microsofts Interactive Entertainment Business, foresaw this trend years ago. According to Bell, The shorter tenure is in part a reflection of the change from failing traditional-marketing approaches to less-defined and more dynamic approaches. Clearly the skill set of CMOs is changing from TV, TV and more TV to interactive media.1 CMOs who grasp the techniques and execute a sound digital marketing strategy can look forward to longer tenures with more influence at the executive roundtable.
What is a 21st-century CMO? A 21st-century CMO is one who leverages digital marketing to reach customers across multiple channels, filling a companys pipeline with well-qualified leads and demonstrating revenue growth from marketing programmes.
But even the savviest CMOs face tremendous challenges when implementing digital marketing programmes. First and foremost, they are charged with numerous responsibilities that detract from digital marketing efforts, namely the critical activities listed in the following table. Marketing must usually manage the applications and external vendors that support these activities, which means overseeing a disparate set of systems and vendors to get the job done. The list can be quite daunting, and includes everything from marketing automation and business intelligence software to providers of customer data and event-triggered marketing.
Traditional Marketing communications Public relations Database marketing Campaign creation and management Event management Sales support Interactive and Online Social media marketing Website management Search engine marketing Search engine optimisation Webinars Customer Satisfaction E-marketing E-sales E-service
It is important to note that no singular technology can be its own marketing automation platform. That is why analysts and CMOs alike refer to it is an integrated platform. It is an integration of three key elements: Placing marketing applications into a well-thought-out architecture Selecting providers that integrate easily Ensuring that vendors provide the required business outcomes rather than merely installing sets of disparate functions For most 21st-century CMOs, next-generation WCM systems serve as the core of their integrated marketing automation platform.
Benefits of using next-generation WCM Optimisation of digital marketing budget spend Engagement of customers and prospects with channel-specific media Increased customer retention through highly personalised interaction
One look under the hood of these next-generation WCM platforms leads to instant appreciation for the extra content control and interactive capabilities that they afford. CMOs should consider the following keycomponents when seeking a next-generation WCM platform. Multichannel marketing Those CMOs that succeed with multichannel marketing do so by developing astrategy for each channel that enables them to maintain brand equity while satisfying customer expectations. The most essential tool for pursuing such a strategy is an online marketing platform that enables CMOs to deliver multichannel customer experiences and campaigns. Look for capabilities to perform permission-based publishing across a range of output channels, including email, mobile, social networks, web and print. This helps ensure that customers are fully engaged, independent of the channel, device or geography. Standards-based repository Unlike stovepiping, which can result from using proprietary solutions, advanced, standards-based solutions help stave off obsolescence. Perhaps more importantly, they ensure platform viability across and outside your organisation. Make sure that the WCM platform you choose supports standards such as Content Management Interoperability Standards (CMIS), Representational State Transfer (REST) and the OSGi framework. Adherence to these standards future-proofs, and even enhances, your investment by providing access to a rich ecosystem of applications and utilities that are prebuilt to interoperate with the multichannel engagement platform. WCM agility A short ramp-up time is a major factor in digital marketing. Tools should be intuitive and require little training so that they can be used quickly and widely across your organisation. In addition, theWCM should feature easy-to-use workflows to create the parent-child relationships necessary for themultisite management that is typical in online marketing.
CQ5 Web Content Management from Adobe White Paper
Digital asset management On todays websites, rich media including images, video and online presentations is what most attracts and engages audiences. As you repurpose digital assets to address multiple devices, formats, encoding rates, and metadata, youll find yourself dealing with an explosion of assets. An easy-to-use system helps tame this chaos and enables syndication of assets across multiple channels. Social collaboration Every brand has a fan base, but not every CMO is leveraging it. Next-generation WCM allows you to create a network of relationships between prospects and the loyal customers that can influence potential customers purchasing decisions. These online communities also serve other benefits. They help build brand loyalty, which in turn leads to more repeat sales, and they potentially offload customer support functions. Features to look for include a shared calendar, the ability to comment, reviewing functions, rich media and document sharing. Search engine optimisation (SEO) Most site visitors find you via search engines. Tuning content to keep pace with top search terms is critical, but it can be a chore. Next-generation WCMs are built with hierarchical architectures that support the generation of search engine friendly (SEF) links out of the box to boost page rankings in search results. In addition, look for platforms that provide APIs to databases like Alchemy for keyword enhancement and are involved in efforts like the Interactive Knowledge Stack that aim to make content more visible to search engines. Content targeting Unlike old media, digital channels offer a range of information that marketers can use tobetter target their messages. Whether it is as simple as geography or as complex as past buying behavior, asolid marketing platform enables you to tap into critical data and customise messages so that every experience is engaging and optimal. Campaign optimisation Sense and respond is the mandate for todays CMOs. With support for A/B testing ina platform, marketers can sense audience preferences and promote or pull campaigns based on responserates. Analytics Because CMOs live (and die) by reports, gaining an instant and historical view into campaign performance is critical. Best-of-breed solutions include integrated analytics that can interface with leading standalone analytic offerings. Localisation Marketing has no geographic boundaries and, like online commerce, is global. As a result, you need to adjust to local audience needs without compromising your brand. An advanced WCM solution allows a single change to be proliferated across sites without delays. IT agility and the cloud Best-of-breed solutions should work across multiple IT environments but, most importantly, need to be deployable on cloud-based services like Amazons Elastic Compute Cloud (EC2). This provides the ability to instantly scale and ensures that CMOs are never victims of their own campaign success. When these WCM capabilities work in unison, CMOs can take full advantage of a broad range of digital marketing techniques, without losing control of the customer conversation. At the same time, marketing efforts can be streamlined, because WCM provides business users with the ability to repurpose content across multiple channels. The end result is a vastly larger pipeline of qualified leads at a much lower cost.
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