Trends Report

Digital Brand Building: Advance From Chasing Efficiencies To Creating Experiences

How To Unleash Digital's Brand Building Potential

January 28th, 2015
Tracy Stokes, null
Tracy Stokes
With contributors:
Michael Gazala , Elizabeth Perez

Summary

CMOs have embraced the measurable efficiencies of digital channels to push their messages out to customers. But too often digital languishes as a tactical communications tool, which a lack of strategy and legacy organizations with inadequate digital skills hinder. While efficiency channels like email and search will remain a necessary mainstay for driving product discovery and trial, digital experiences will elevate and strengthen a brand by forging a stronger customer bond. To realize digital's brand building potential, CMOs must advance from maximizing digital efficiencies to creating digital experiences. This report lays out a framework to help CMOs discover, align, identify, and design the right digital experience for both their customer and their overarching business needs.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.