
MAZ marks the second phase of its 2023 Superbrand research process
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
FUTURE OF MARKETING
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.
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.
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
While culture and history still permeate the North African consumer experience, it is also a region undergoing a dramatic evolution.
Company says order-fulfilment software from the US digitises and optimises the picking, packing, staging and distribution of online orders.
Placing goods that are not on promotion next to ones that are being discounted can have both positive and negative effects.
AzamPesa mobile money wallet set to close the gap between urban and rural areas in terms of access to financial products and solutions?
Survey finds people spend a month of their lives waiting for call centre agents to pick up. So insurer unveils ‘#StopHoldMusic’ campaign.
Top brands of the future will not be focused on the products they sell, but rather on serving an ecosystem of stakeholder needs.
Growth is expected to resume in 2023 at more than double the rate of last year, with the retail sector being the biggest spender.
Non-fungible tokens (NFTs) are usually associated with celebrities and market volatility. But there is untapped potential for marketers.
Annual Brand Africa study shows the continent’s brands are losing ground to their international counterparts.
Auchan – a competitor to Carrefour – will make Algeria its fifth market on the African continent later this year.