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For CMO Professionals

Digital Brand Building: Advance From Chasing Efficiencies To Creating Experiences

How To Unleash Digital's Brand Building Potential

January 28, 2015

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Authors

  • By Tracy Stokes
  • with Michael E. Gazala,
  • Elizabeth Perez

Why Read This Report

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.

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Table of Contents

  • Digital Marketing Is Widely Adopted But Tactically Applied
  • CMOs Must Evolve From Digital Efficiencies To Digital Experiences
  • A Framework For Building Connected Digital Experiences
  • RECOMMENDATIONS

  • Foster A New Digital Mindset To Advance To Digital Experience Mastery
  • Supplemental Material
  • Related Research Documents