Digital Brand Building: Advance From Chasing Efficiencies To Creating Experiences

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.