- Published: Tuesday, 03 November 2015 10:23
- Written by Eve Chen
Marketers are playing in an uncertain field
We have seen tremendous change in consumers’ behavior in the past 10 to 20 years brought about by rapid technological advancement. The Internet has played a disruptive role in diversifying market segments and transforming the way businesses interact with their audiences.
Consumers now hardly listen to the advice of in-store sales personnel—they have conducted their research online and learned about the differences in features of competing products. They immediately recognize a better deal from a good one after browsing a host of online sites offering the same piece. Many are skilled at prying on special promotions that are offered exclusively online.
There are simply too many new elements that marketers should take into consideration in order to thrive in this period of the digital age.
Good News: The CMO is keeping up
If in the old days the customer funnel was clearly defined and largely predictable, tried-and-tested marketing strategies implemented, and conventional channels exploited, the present-day marketing battle field is anything but a ground of the steady and familiar. But the good news is—our dear old Chief Marketing Officer (CMO) is not lagging behind.
CMOs were accustomed to following the known customer funnel, which today largely no longer exists, but now they recognize that the digital platform is wobbly and volatile and that it can change any time. Like a plane of interconnected puzzle boards, the pieces move around real-time and the customer could be thrown off into too many directions, away and towards their business goal, depending on which puzzle piece the customer hops onto next.