Content marketing: a customer-centric manifesto

Content marketing is not an island. It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content marketing. We like to call it the Copernican view. Creating business value through creating customer value using content marketing – and putting the customer (experience) at the centre. A customer-centric content marketing manifesto.

Customer-centric content marketing manifesto by i-SCOOP

Value can be defined in many ways: from financial value for the business to tangible value for the customer, great customer experiences and moments of entertainment customers seek/love/value. We also define the customer in a broad sense: your employees, the customers of your customer and everyone in the ecosystems and networks of your brand, buyers and even of your content and media can be seen as a customer – or treated as one.

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Digital transformation and the CMO: an innovative CIO partnership

CIOIn a previous blog post on the changes in (digital) marketing budget allocation, I mentioned how the CMO and other managers and executives will have to learn more about technology and the social and digital tools their customers and employees increasingly use.

The truth is that this is just the beginning: in the third platform area of digital transformation, the skillset regarding technology, data and so-called disruptive digital technologies will have to become part of the corporate culture.

The CMO and CIO are allies in this evolution. And although we talk a lot about the gap between the CMO and the CIO, the truth is that this gap is often exaggerated and closing. In many organizations the gap between sales and marketing is bigger than that between the CMO and CIO or marketing and IT. [Read more...]

Connecting the customer experience

Starbucks experience map by Little Springs Design as posted by Joyce Hostyn
Starbucks experience map by Little Springs Design as posted by Joyce Hostyn – click for larger image

Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. And it increasingly revolves around personal, personalized and at the same time connected and integrated approaches.

The customer experience is the sum of all contact moments (touches) the connected customer has across different touchpoints during his individual customer life cycle. Each ‘touch’ with a company, whether it’s direct or indirect, shapes the overall customer experience. The customer experience is a journey. It’s not about how a product or service is experienced each time it’s “consumed”, although that’s part of it. It’s not just about a single experience, although a single negative experience can totally ruin the overall experience and end the customer relationship. Customer experience optimization is also about experiences as they occur outside any direct contact. It’s all-encompassing. And it goes far beyond customer service or the transactional dimension. [Read more...]