Recently, Bill Carmody, CEO of Trepoint, interviewed Kevin Cochrane, CMO of Jahia, who was recently named as one of the Top 100 B2B Tech Marketers in North America, about the three waves of digital marketing and why organizations need personalized customer experience at scale.
Some of the highlights of this insightful exchange include:
- The First Wave was CIO-led in developing web infrastructure to power the brand experience.
- The Second Wave was CMO-led in generating brand and demand online, tied to customer acquisition. This was when the martech stack became relevant beyond customer acquisition and the CIO was called to think strategically to leverage the backbone of the business throughout the enterprise.
- The Third Wave accelerated as a result of the union of the CIO and CMO in driving next-generation business through targeted, personalized 1:1 customer relationships to build trust and customer advocacy.
- 2016 was the year when CEOs realized that customer experience is the only long-term, sustainable competitive differentiator. Customer experience is your brand.
- CEOs have two goals: 1) to drive differentiated customer experience and 2) to mitigate risk and damage to the brand by making sure to establish trust in on- and off-line experiences by protecting customer data and privacy.
- Years of customer trust can be lost in just one second with a data breach.
- Next-generation digital enterprise will focus on not only the customer acquisition process but the post-login experience.
- Your digital life is your life - it (you) must be respected. Brands think about obvious data (like, credit card info) but do not think about customer preferences and behavior patterns as being valuable information.
- To win at customer experience, you have to know your customer intimately to meet the brand promise and also have to educate and empower customers about how much of their personal data they want shared and make sure they have a choice in how it is collected and used.
“What’s happening now will happen again.”
Battlestar Galactica wisdom
Wave One broke the webmaster bottleneck (a term coined originally by Kevin Cochrane). Wave Two broke the multi-channel context publishing bottleneck. Wave Three is about how to break the personalization and context bottleneck so that enterprises can connect with customers for 1:1 relationships at scale.
These and additional insights are available in the entire interview.