capgemini-面向首席营销官的新剧本-为什么CMOs应该支持实时营销以推动持续增长（英）-2021-48页_2mb

CMO Playbook: Enabling Real-Time Marketing for Sustained Growth

Core Content Summary

This report outlines the evolving role of Chief Marketing Officers (CMOs) in a data-driven and digitally disrupted market, emphasizing the importance of real-time marketing in driving business growth and enhancing customer experience.

Main Points

1. The Role of CMOs Has Broadened

• CMOs are now responsible for a wide range of strategic functions, including:
  • Business strategy and innovation
  • Data and technology
  • Business growth (revenue and profit)
  • Customer experience
• 90% of CMOs have some level of responsibility for business strategy.
• 74% of CMOs have responsibility for data and technology, business growth, and customer experience.
• 69% of CMOs are accountable for customer experience.
• 76% of CMOs are responsible for business growth, either directly or through shared responsibilities.

2. Data-Driven Marketing Is Critical

• Real-time marketing allows for:
  • Quick decision-making along the customer journey
  • Proactive customer engagement
  • Customized content and personalized experiences
• Data-driven marketing provides the foundation for enhancing customer experience and loyalty.

3. Challenges in Data-Driven Marketing

• Only 43% of marketers use data to decide on a go-to-market strategy for a new product or service.
• 45% of marketers have a customer data platform (CDP) for a unified view of the customer.
• 49% use AI for customer segmentation, but 38% say customer segment data is available to them.
• 44% of marketers have adequate skills in AI and machine learning, data analytics, and data science.
• 45% have social digital marketing skills.

4. The Data-Driven Marketer Advantage

• Only 11% of marketers qualify as data-driven marketers.
• These marketers outperform others in:
  • Driving effective real-time marketing
  • Realizing better business outcomes
  • Having well-rounded skills (data-driven, creative, and soft skills)
  • Fostering creativity across customer engagement, personalization, and content

5. Key Recommendations for CMOs

• Create a clear vision for the marketing strategy
• Implement a framework-driven data collection process
• Equip talent with data and creative skills, allowing for specialists
• Accelerate collaboration across the marketing ecosystem
• Reimagine the customer journey with real-time engagement
• Integrate long-term brand building with short-term marketing efforts

6. Real-Time Marketing Examples

• Target uses online customer data to guide product placement and marketing decisions.
• easyHotel has a dual CMO/CDO role, leveraging customer data from digital ecosystems.
• AXA uses real-time data to be more agile and responsive in campaign adjustments.
• Fifth Third Bank sends messages to customers after using third-party ATMs.
• Zappos provides immediate feedback after product delivery.
• Netflix recommends content based on customer behavior in real time.
• Visa uses real-time marketing to address customer needs during the ecommerce journey.
• Fidelity Investments leverages zero-party data to engage younger customers interested in "meme stocks."

7. The Shift Toward In-House Marketing Capabilities

• 81% of marketers partner with external agencies, but 43% plan to bring this work in-house within the next 2-3 years.
• By sector, consumer goods, retail, telecom, and utilities show higher intent to bring marketing work in-house.
• Companies are moving toward a hybrid model, combining in-house capabilities with agency support to enhance agility and control.

Key Takeaways

• The CMO role is expanding beyond brand-building to include strategic business functions.
• Real-time marketing is essential for delivering personalized and relevant customer experiences.
• Marketers are facing challenges in data access, technology, and talent.
• Only a small percentage of marketers are truly data-driven, and they demonstrate superior performance.
• CMOs should focus on building internal data and technology capabilities while fostering collaboration and agility.
• The future of marketing is likely to be a hybrid model with in-house functions and external partnerships.