gartner.com/marketing
© 2016 Gartner, Inc. and/or its Affiliates. All Rights Reserved.
Build long-lasting loyalty and advocacy by:
• Understanding customers’ actual needs • Delivering a consistent personalized experience • Defining customer relationships over time with personas and customer journey maps
Build long-lasting loyalty and advocacy
HERE's how
But 42% believe they are not very good at segmentation for digital experiences.
By 2018 companies that excel in personalization will outsell companies that don’t by 20%.
5. move
4. Jump
3. choose
2. hire
1.Lead
Deliver advantage to your customers ahead of your competition by:
• Identifying where to skip unnecessary steps • Avoiding efforts that deliver parity • Focusing on opportunities to use core capabilities to spring ahead
Deliver advantage to your customers ahead of your competition
Efforts to “master it all” can dilute resources and your brand’s ability to deliver superior customer experiences.
Constant change has left some marketers trying to address a broad range of data technologies and capabilities to attain parity with their competitors.
Implement an effective mobile strategy by:
• Understanding how your customers use mobile now • Identifying ways mobile can advance your brand • Aligning it with your future business goals
Implement an effective mobile strategy
For some brands, mobile is an optimized version of the desktop experience, while for others it is the only experience that really matters.
The smartphone maintains its status as the default means of customer interaction.
Power data-driven marketing with the right people by:
• Recognizing that analytics talent is a prerequisite for growth • Finding and keeping highly skilled analytics teams • Elevating data analysts to support CMO priorities
Power data-driven marketing with the right people
of marketing leaders surveyed identified marketing analytics as being the most difficult skill to recruit and retain.
of marketing leaders surveyed placed marketing analytics among the top capabilities.
Increase digital commerce revenue with:
• Better customer experience • Segmentation, personalization and event-triggered marketing • Customer journey analytics and distributed commerce
of marketers plan to significantly increase spend on digital commerce.
of marketers cite digital commerce as the leading business goal driving their investment decisions.
1. Lead
Increase digital commerce revenue