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RESEARCH, ANALYSIS & TRENDS

Technology and channel integration drive

the digital transformation in marketing

According to a new global survey by Accenture, 78% of How to build brand trust with customer experience was
marketing executives believe corporate marketing will the topic led by Clement Teo, Senior Analyst, Forrester
undergo a fundamental transformation over the next five Research, who was one of the eight moderators at Me-
years due to the use of analytics, digital and mobile diaBUZZ’s e8byEight event on Digital Marketing, who
technologies, topics that where in the limelight of Me- summarized his sessions with the following three con-
diaBUZZ’s recent 8byEight event on Digital Marketing. clusions:
1. The brand has to deliver on its promise: Customers
"As marketing executives are increasingly embracing today are fickle and a bad customer experience will
digital, they can be catalysts to help their company take damage the brand. So, if the brand fails, it has to
advantage of the wider digital opportunity and protect recover promptly with accurate information shared
against broader digital threats," stated Brian Whipple, across all channels.
senior managing director, Accenture Interactive. 2. Co-create your innovation with customers to build
trust: Allowing a loyal set of customers to test-drive
"Marketing executives are well positioned to assume your latest product pre-launch will help turn them
this role because the opportunities, as well as the po- into advocates and ambassadors of the brand, and
tential and real threats, are all about the customer, the also shape the product/service for the general pub-
brand, the interface with the customer and how the cus- lic when it launches. That way, your launch product/
tomer is empowered. To be part of their enterprise's service will already incorporate early feedback and
digital transformation, marketing executives should ex- shows greater alignment with market demand.
tend their vision of marketing beyond traditional bounda- 3. Constant multi-channel engagement is key to en-
ries", he added and we can’t agree more. suring a great customer experience: Engage with
customers pre-sales, during, and post-sales to en-
Indeed, companies have to improve their ability to build sure consistency of the experience through omni-
long-lasting customer relationships, design and deliver channels. The loop needs to be closed to receive
branded customer experiences, and make use of multi- feedback and improve the customer life cycle. More
ple channels, including an increased leverage of digital and more of these engagements today are driven
channels, which was discussed in detail by two experts by mobile moment, informed by data insights and
in this field during our 8byEight event. analytics.

8 Asian eMarketing June 2014 - Video Marketing