CMO priorities in approaching consumer decision journey, and inspiration and influence in marketing
Holistic Marketing Management Journal, 2017, vol. 7, issue 1, 18-31
In today’s digital world there is a real need of approaching consumer decision journey within a well-orchestrated program by placing more emphasis on the initial consideration set, and expanding initial consideration. CMO are challenged to clearly identify priorities in the year of data and measurement, of Agile Marketing, focusing marketing activity on creating customer value, tying marketing’s contribution to this customer value, and measuring marketing’s performance within the context of the company’s business value. They also need to include customer inspiration as a metric in managerial decision-making, and to consider influence as a driving force for change in approaching customer experience, building proper relationships on the way of digital transformation, and enabling the customer-centricity, reimagining marketers’ role as a central driver of organisational change, output, and impact, and avoiding thinking of influencers in a linear way.
Keywords: consumer decision journey; marketing’s value and performance; customer inspiration; influencer marketing (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 M37 O33 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:7:y:2017:i:1:p:18-31
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