Marketing must redefine the customer experience, developing web experiences that are highly engaging, personalized and differentiated. This new “experience mix” must include social platforms, but must also integrate the messaging and engagements through traditional channels. Ecommerce capabilities and channels of fulfillment must also be integrated to create a unified, seamless multi-channel journey for the customer. This experience must now bridge the gap between the art of marketing and the science of analytics, measurement and process. Marketers need to better understand the impact marketing and technology integration can have in making customer experiences more gratifying and satisfying, thereby improving loyalty, retention and repeat purchase.
Read more in the CMO Council report on State of Marketing 2011.