Digital Customers, Digital Marketers, and Keeping up with Trends in Today’s Digital World Ioan Matei PURCĂREA
Abstract Marketers need actionable information, the business action depending on the customer insights obtained by analyzing customer data coming from end-to-end customer journeys, better understanding customers’ behaviors and shaping their improved experiences being a continuous challenge. Facing customer decision journey’s prevalence marketers are challenged to optimize content and CX, using innovations in digital media, technology, and data. The so-called Generation Digital is in full march, and both consumers’ headspace and marketers’ headspace are truly bombarded in today’s digital landscape. As a result, companies are committing to a nextgeneration operating model, adapting continuously their digital strategy. Keywords: Digital Customers; Digital Marketers; Generation Digital; Next-Generation Operating Model JEL Classification: D83; L86; M15; M31; M37; O33
Facing customer decision journey’s prevalence marketers are challenged to optimize content and CX, using innovations in digital media, technology, and data As shown by McKinsey at the beginning of 2019, we are witnessing the prevalence of the customer decision journey and the expansion of new titles like “head of user journey” and “chief experience officer”, shifting marketing capabilities (a sensibility and a sensitivity to culture, comfort with on a company’s terms ambiguity, data management and analytics accordingly, and making difference between what a company really can do itself in-house or outsource) being required today to connect with consumers having completely changed expectations and to deliver on the whole new experience in the current digital era, marketers being challenged to face 40-50 marketing channel options and many hundreds of potential consumer audiences. (Gregg et all., 2019) As revealed by the Econsultancy’s 2018 Digital Trends report, published in association with Adobe: companies are continue to focus on CX (in order to deliver more compelling realtime experiences marketers being helped by AI) and the content which is facilitating it, content and experience management being organizations’ top strategic priority for in 2018; topperforming companies are recognising the importance of (in new growth) design and creativity capabilities to complement data and technology excellence, a prerequisite for success fastbecoming the investment in technology and related skills with integrated platforms. (Vatash, Holistic Marketing Management
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