Digital Transformation

Milton Hwang provided an updated definition of the work of marketing operations professionals.

In this paper, Yoram “Jerry” Wind (The Wharton School, University of Pennsylvania) and Nick Primola (ANA Global CMO Growth Council) propose a framework that makes the CMO directly responsible for the organization’s customer engagement and growth.

Besides the fact that the app is more ideologically similar to gen Z's wants, the app has reached "3.3 million downloads globally in Q1 of this year, a 390 percent jump from Q4 of 2021, according to data.ai. It sits in the No. 1 spot for free apps in Apple's App Store," as reported by Marketing Brew. These numbers are telling an important story: Gen Z is tired of promoting stilted selves.

Bounteous commissioned a study conducted by Forrester Consulting research in 2022 “to evaluate the state of digital transformation maturity and the benefits companies at varying levels of maturity have realized” through an online survey with 415 respondents and six interviews with customer digital leaders.

Amid a dizzying amount of change, CMOs who collaborate effectively with their CTOs are likely to generate better returns. Establishing strategic alliances with chief technology officers is fast becoming a cost of entry for marketers who want to ascend in their organization.

Vanguard’s "How America Saves" refresh is part of a digital transformation effort designed to increase brand relevance and create more rewarding customer experiences across Vanguard's products and services.

Using market research to better understand its various customer segments, Lenovo designed a multi-pronged campaign that combined account-based marketing principles with demand generation techniques to engage its customers and prospects more deeply and generate a wealth of new business opportunities.

Digital transformation is the enablement of improved customer experience and operational efficiency through the adoption and integration of digital technology.

Intel created an in-store experience to show PC shoppers, and especially gamers, how the hardware specs associated with different computer models translated to actual performance.

In this video, learn how Team ABM developed a holistic approach in bringing together its people and disparate processes and leveraged the full power of Salesforce technology to transform its ABM go-to-market business model.

Marketing Futures conducted a primary research study that explored how marketers plan to leverage emerging trends and innovative marketing tactics in 2022 and beyond. Analysis of this study’s data revealed two very different groups of marketers heading in divergent directions: the “laggards” and “hypergrowth” marketers.

Excerpted from the ANA Future of Marketing Report, this four-step action plan was designed to empower marketers to drive business growth regardless of their current situation and future orientation.

Joe Rivas, VP of brand, product, and content marketing at IBM, shares how the need for rapid digital transformation during the pandemic affected the IBM brand and the development of its new “Let’s Create” campaign.

ANA’s Ask the Expert research service answers the question, “What capabilities should a modern marketing organization have to be successful?"

Chris Bell from Oracle discussed customer experience solutions that can solve industry challenges, empower organizations to work in new and different ways, and show the promise of engineering new experiences to inform a new era of digital transformation.

The world is seeing price inflation on a scale that hasn’t been experienced in 40 years. While brands may be tempted to resort to their old playbooks by raising prices, cutting margins, or sacrificing quality, the amount of data and visibility that brands experience now can help manage these difficult times. Nuanced information about markets, consumers, and suppliers allow marketers to choose where and when to change prices or margins, and provide an opportunity to optimize their promotions around the products most affected. The resources below provide insight into how consumers are dealing with inflation, and how brands can positively respond.

The new kids on the block are generation Alpha, kids born after 2010 to predominantly millennial parents. Following their gen Z predecessor’s footsteps, they are already heavily immersed within the digital world and were born with screens all around them. The resources here discuss some of the ways CX will evolve in 2022.

Last month's Pulse discussed Customer Data Platforms to manage the myriad data marketers will need to collect post-cookie. It begs the question, though: If you can't deliver an exceptional customer experience in a highly competitive world, will you even need a CDP? If you can't delight your customers, then the rest is moot; the keys to all success across a marketing organization start and end with the end-user: the consumer. The resources here discuss some of the ways CX will evolve in 2022.

Successful leaders understand that a culture of innovation is built on strong teams. Here, corporate leaders from Pfizer, Blue Shield California, Johnson Controls, BECU, and Webex provide insight into what it takes to build those teams and inspire real change.

With the eventual and final phase out of the third-party cookie, marketers will need to rely on the data they can collect directly from consumers. This first- and -zero-party data will come from a multitude of sources and, if not managed properly, can end up as a disorganized, in-actionable mess.