Marketing Governance

Today, omnichannel (or omni-channel or omni channel) has become a hot buzzword in business, marketing, and technology circles. The concept first gained attention in the retail sector, as retailers sought to link offline, in-store shopping activities and online shopping. During the past twelve months, many marketing pundits have expanded the concept and now use it to describe an approach to marketing that applies to many types of enterprises.

The term omni derives from the Latin word omnis, which means “all” or “universal.” As used today, omnichannel marketing usually means providing consistent, personalized, and contextually appropriate messages and customer experiences on all relevant communication channels and devices.

Some experts contend that true omnichannel marketing requires companies to capture customer interactions in all channels and then make the interaction data useable by allcommunication channels and platforms on a near real-time basis. For example, when a customer or prospect visits a website, the website needs to be “aware” that the customer/prospect just interacted with the brand on the company’s Facebook page.

The ultimate objective of omnichannel marketing is to tell a continuous story and provide a seamless experience that plays out whenever and wherever a customer interacts with a brand.

Few, if any, companies have achieved this level of omnichannel integration, but ominchannel marketing is clearly becoming an important priority for many enterprises.

On December 5^thhere.

On December 19^thhere.

On Wednesday of this week (December 11^thCognizant.

In this week’s webinar, our panel of experts will address three critical questions.

• Do you see an evolution/trend in the requirements for DAM projects over the last 5 years?
• Can you describe the biggest challenges to avoid DAM projects being deployed as stand-alone siloed point solutions, but become a business critical part in corporate marketing processes?
• How can DAM solutions assure their vital role in tomorrow’s CXM/WCM solutions?

Customer experience management has become one of the hottest topics in business and marketing circles. IBM recently published the highlights of its 2013 global C-suite study, The Customer-activated Enterprise, and this study revealed how much importance C-suite executives place on customers and customer experience management.

• CEOs said that customers exert a bigger influence on their organization’s business strategy than all stakeholders other than the C-suite itself.
• No matter what their specific role, every CxO wants to become more involved in managing the customer experience.
• Among CMOs, designing customer experiences for mobile applications was identified as the top marketing priority.