Challenges for the CMO in the New Digital Ecosystem" was the title of the presentation I gave at the "Modern Thinking" conference at the Madrid School of Marketing. I shared, from my perspective, the major challenges facing marketing managers today. Among them:
1. The need for continuous learning
Because a marketing manager is, at heart, an "early adopter" by whatsapp number list force . Being able to analyze trends, having a strong technological profile, and adapting to change are some of the essential characteristics. I'm still learning, and I know I still have a lot to learn. And it's also important to be aware of this: being curious, wanting to know, being open and collaborative, knowing how to deal with uncertainty.
2. The importance of data
Data measurement and analysis is a priority. One of the great advantages of digital marketing is the wealth of data it offers us, in real time, to measure the performance of our actions: impressions, sessions, users, reach, clicks, etc. But the challenge lies in how to interconnect the data . On the one hand, because data sources are often not interconnected: if a user accesses my website via mobile first, then tablet, and then computer, how do I know it's the same user, and not three different ones? And on the other hand, because the data that companies have on their customers is often in independent silos , in departments, business areas, or unconnected departments, yet they must be linked. And the challenge also lies in identifying which data is truly relevant to the company, according to its objectives, and turning it into tools for decision-making.
Not to be confused with multichannel. Omnichannel management involves adopting a comprehensive approach to providing a consistent customer experience when interacting with the company via the web, mobile, call center, physical store, etc. It's also important to analyze the customer journey, the lifecycle: what are the critical points in the relationship with the company, when do customers abandon their business (leaving the physical store without purchasing, leaving their shopping cart unfinished on the website). This is especially true when true omnichannel is yet to come: the "Internet of Things" and wearables.