Connected Interaction to Power Brand Attraction

The CMO Council, in partnership with IBM, is taking the next step in its look into the digital experience in a new research initiative that aims to better understand where and how marketers are investing, adapting, and connecting experiences and engagements with customers. From the data we collect to the experiences we deploy, how are marketers advancing into the new connected landscape that must seamlessly bind digital and physical touchpoints?

By gaining deeper insights into customer behavior and intentions, marketers are becoming more adept at using every channel of interaction and every customer touch point to deliver more relevant and meaningful messaging, as well as more personalized, timely and valued offers and information. These are driving significantly better response rates, increased transactional volumes, higher consumer recall, and stronger customer affinity and advocacy.

This study assessed the degree to which leading marketers are embracing new digital channels and content management technologies to realize the full value of rich media engagement, crowdsourced content, and mass-customized commerce through higher levels of personalization and tailored interaction. It brought together leading voices and top brand decision makers to gain perspectives and views, discuss shared interests and needs, as well as promote best practice adoption in this critical area of online marketing and business performance.