The term "content management" is difficult to pin down. There are many differences between content types and management purposes, which in turn has spawned different terminologies that muddy the water for marketers in terms of which to use and how to use it.
For marketers, it is the fast evolution of customer expectations that drives digital transformations. As the future of digital transformation unfolds, businesses are looking for integrated approaches to bring it into reality with tangible results. What is clear is that without the agile technology driven by a culture of innovation, deep and accurate customer analysis and focus on the customer experience, businesses cannot compete.
Today’s multichannel shopping preferences and convergence of offline and online have retailers searching for ways to take the friction out of the customer experience. While large retailers like Macy’s have turned to AI-powered platforms to accomplish this goal, the expected growth of this emerging omnichannel and AI-powered landscape is clear from a recent Chain Store Age article.
With the FTC investigation into Facebook’s privacy practices, it’s clear that privacy directives must be carefully adhered to whenever a business might have access to customer Personally Identifiable Information (PII). As companies scramble to maintain trust with their target audiences, one of the challenges for marketers is gaining clarity on how the six primary directives will impact marketing efforts.
Although business leaders understand the need for digital transformation, the nuance of how to achieve it is more elusive. According to a study from global advertising consortium Wunderman, 68 percent of global brand decision makers still struggle to bring data, creative and technology together.
Topics: Digital Transformation
Marketing teams are constantly searching for the means to create a natural access pipeline to vital, real-time customer experience data. This is the only way to harness the power for creating proactive rather than reactive experiences for them. While the multi-channel digital age appears to increase the challenge of obtaining real-time customer data, it also holds the key to making contextual marketing a reality.
Every business is looking for a viable way to jumpstart their operational digital transformation to become more competitive and customer-centric, which requires agile and scalable processes. The key is in harnessing big data to unlock the hidden insights of digital customers, channels, markets and business processes. For example, data-driven insights improve personalization and contextual marketing opportunities that can transform user experience (UX) and increase market share.
Digital transformation for retailers is all about focus on things that truly impact the customer experience by simplifying and increasing the accuracy of the sales and fulfillment process through automation. While the most recent JDA and PWC Retail CEO survey showing that digital transformation is the highest investment priority, the question becomes what technologies will they invest in?
Artificial intelligence (AI) and Machine Learning (ML) have penetrated every sphere and industry. Both play an important role in turning data into assets as part of achieving digital transformation. However, organizations must gain a deeper understanding of their place in the process to effectively leverage them for business and process transformations.