Trends Report

CMOs Must Embrace Software's Role In Delivering A Compelling Brand Experience

Software Must Enrich Your Brand

July 16th, 2014
TS
Tracy Stokes
JM
John McCarthy
With contributors:
Pascal Matzke , Elizabeth Perez

Summary

This report, originally written for CIOs, includes content relevant to chief marketing officers (CMOs). And here's why: A perfect storm of technology change — mobile, social, and digital — continually raises customers' expectations of what constitutes a quality customer experience. Consumers expect to interact with your products, services, and company — in short, with your brand — seamlessly, smoothly, and instantly. That makes software a critical business asset to deliver a TRUE brand: one that is trusted, remarkable, unmistakable, and essential. Software is the only cost-effective way to provide a remarkable context-rich personal experience online or on a mobile app. Transparency and higher-quality interactions powered by applications help build trust. Marketers can anticipate customers' needs and proactively serve them by creating unmistakable mobile moments through apps equipped with location-based services. And software-based connected products like smart thermostats can become essential in customers' lives.

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