Found at www.chiefmarketer.com
Author: Kevin Cochrane
Digital marketing technologies change fast.
Every year, businesses face more opportunities and complexities as new web, cloud, social and analytical tools emerge, promising businesses closer relationships with prospects, customers and partners alike.
With the speed of technology today, there has never been such a scary and yet exciting time to be in business.
To win in the competitive digital era, businesses now require a combination of both technical and creative agility to delight customers at every touch point with the brand.
This significant goal requires pushing away the perception of the CIO as solely tech-focused and inflexible and the CMO as purely marketing-focused and “fluffy.”
In today’s third wave of digital marketing, the CIO and CMO are now after the same goal and are responsible for powering a strategic partnership that enables the organization to soar in meeting all performance targets.
Use APIs to liberate data
Every department now wants the ability to experiment, create and iterate with technology, especially marketing departments that rely on technology for the entire customer journey. However, many users often find their requested priorities stuck in the IT queue for days, weeks or even months before their project emerges as new development.As we enter the third wave of digital marketing, IT needs to give freedom and leeway to marketing to support their timeframes and to power their race toward stronger consumer relationships. Instead of having customer data sprawled in pieces throughout the organization in various technologies, CMOs require this information be brought together into one master record. This means that every touch point has all the data it needs; user information is always up-to-date, complete and accurate. This serves as the basis for providing better service and personalized, relevant experiences for every user, every time.CIOs can provide this value through application program interfaces (APIs), which allow businesses to innovate and continually evolve without the need to migrate, rip and replace or build technologies from scratch. Simply put, APIs allow users to integrate any component with any other component. They pave the way for businesses to innovate, expand and integrate new technologies that grant access to untapped data.
Strike a balance between privacy and customer data
Consumers expect companies to use their data wisely. Following Snowden’s revelations, many consumers are wary of how businesses collect and manage their data. For companies, tracking consumer data is complicated with different bits managed by different IT sub-systems. Further, if a company uses external marketing software or third-party services, some of that customer information may not even be under the business’ control.To strike the right balance between privacy and consumer data, CIOs need to implement technology that gives consumers the data privacy rights they deserve while still collecting the information needed to give them a seamless, personal digital experience. CIOs can reinforce their business’ data privacy standards by making the core code accessible by all as an open source project.
Below are seven fundamental principles to incorporate:
Ethics: Ensure fair and responsible collection and use of customer data
Transparency: Give customers a clear view of the collected data and ho
My point of view: I would prefer that the title would be not transform but support. Transformation is for me the responsibility of all board members,