FUTURE OF MARKETING

How marketing can chart the future of corporate decision-making

By our News Team | 2022

Forward-thinking chief marketing officers should lead the way in navigating the way to better brand decisions.

In the 21st century, businesses face a hyper-responsive digital reality wrapped around every person, object and process. To thrive in this cyber era requires a faster, more collaborative approach and decision-making model.

And leading this model, soon to be sweeping the C-suite, will be chief marketing officers. This is according to Kirsten Allegri Williams, Chief Marketing Officer at Optimizely, a leading US-based digital experience platform.

Future of Marketing

Photo by Ann H from Pexels

In an article written for marketing industry publication Ad Age, Williams outlines several key ways she believes CMOs can help their organisations chart the way forward:

To meet the moment, look to marketing

Business leaders must embrace the digital world or be left behind. In particular, this signifies a sea change for marketers, who must now be driven as much by digital tools and processes as they are by traditional marketing tactics. And while digital marketing technology has promised smooth sailing, the reality has seen rough waters. It’s in this storm that a new paradigm will emerge.

There’s currently no collective understanding of what a digital experience platform is and how best to leverage it. This has created a widening rift between what business leaders and users expect and what teams can accomplish. 

Without science-led systems to guide teams forward, new value creation remains out of reach, and organisations struggle to think bigger, but without insights enabled by quick iteration and easy experimentation. Navigating the unprecedented complexity of this digital reality requires marketers to be at the forefront of innovation.

Digital defines the moment

Traversing disjointed tech stacks and dealing with unorganised data can feel like navigating the open ocean without a compass. To be a marketer today entails experiencing and embracing tremendous change. The future of work will undoubtedly thrive on optimised insights drawn from the limitless digital potential that defines the present moment.

The rise of digital has accelerated changes in customer expectations – every time customer demand shifts, it impacts the way marketers must reach them. Mobile technology, for example, has created a seemingly infinite number of customer touchpoints. The face of a brand no longer belongs to a customer service representative or a static web page that’s essentially a brochure on a desktop computer.

Future-facing digital experiences require meaningful personalisation, community, interactivity, immediacy and the ability to look beyond the bottom line to cultivate a positive social impact. Marketers need purpose-built tools and processes, not hand-me-downs from developers and manufacturers.

Where marketers lead, the business will follow

Without a great marketer experience, there is no great customer experience. To unlimit what marketing can do, we must unlimit how marketing works. It must be prepared to converge with the only global constant, which is ever-accelerating metamorphosis.

Read the full article here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.