|[December 17, 2012]
Tahzoo Unveils Top 10 Predictions for 2013
WASHINGTON --(Business Wire)--
Customer Experience Management provider Tahzoo
today announced its top 10 predictions for marketers in 2013. In 2012,
Tahzoo educated Fortune 500 companies on the importance of delivering
engaging, relevant and persuasive customer experiences. The firm's
roster of clients includes Costco, DirecTV (News - Alert), Nationwide, Abbott Nutrition
"New Year 2013 will usher in a hyper-focus on developing successful
customer experience initiatives with personalized, relevant content
across any channel, device or platform," said Tahzoo CEO Brad Heidemann.
"That success hinges on a number of complex factors ranging from
organizational change management and governance to making mobile less of
an afterthought. And the payoff will be felt in the bottom line, from
sales to valuation. Next year will truly be a fascinating year to
witness the successes and the missed opportunities."
Tahzoo 2013 predictions include:
1. The evolution from multi-channel to omni-channel marketing. It
is no longer sufficient to reach out to consumers across distinct
channels. It is the sofa shopper who will simultaneously watch TV, and
shop on their tablets while texting with friends from their mobile
device. Expectations are for a connected experience that not only moves
from device to device, but is relevant within the context of a very
limited attention span.
2. Differentiated experiences driven through the next generation of
personalization. With the advance of enterprise marketing platforms
such as SDL, IBM and Adobe (News - Alert), marketers are going to embrace dynamic
publishing and algorithmic recommendations to deliver more engaging,
relevant and most importantly, persuasive customer experiences.
3. Social marketing will enter the 4th stage of maturity. The
days of simply hving a Facebook (News - Alert) page or Tweeting about your products
are gone. While social media has become a powerful customer service and
PR channel, its real value is as a source of social intelligence that
provides the behavioral and attitudinal insight needed to add the
dimensions of context and real-time to the marketing mix.
4. Organizational Change Management and Governance will become top
topics for customer experience initiatives. With the increased
emphasis on creating and delivering engaging, relevant and persuasive
customer experiences, organizations, teams and brands will have to
recognize that in addition to programs and technologies, they will need
to drive cooperation, collaboration and alignment across the different
parts of the enterprise. Companies will begin to look at the creation of
Change Experience Management Offices (CxMO) as the means to maximize the
business value and ROI of their investments.
5. Managed Service Offerings will begin to be used by large
enterprises to experiment with and drive quick-to-market enterprise
marketing solutions. As with other enterprise technologies,
enterprise marketing suites will become available in the cloud and will
enable brands to experiment with new capabilities without the need for
capital investment and long and complex IT projects.
6. Mobile will become less of an add-on or afterthought from a
delivery perspective and become a more integral part of the full digital
experience. Mobile will evolve from a distinct channel to a
strategic component of the overall digital experience. Brands will begin
to integrate the experience across devices, platforms and situations.
7. Responsive Design will be coupled with contextual marketing
to drive effective mobile experiences. While there will be continued
growth in responsive designs for mobile (phone and tablet), the
increased expectations of the mobile audiences will force brands to
understand and accommodate the contextually different expectations
audiences have for a mobile experience.
8. Marketing departments will become the active decision
makers in the selection and purchase of enterprise marketing technology
including CMS, CRM and marketing automation suites. IT departments
will be more responsible to marketing / channel groups and more reliant
on their budget dollars for their resources. Decisions will become
focused on the business' need rather than the system architecture.
9. Global brands will embrace a balance between centralized
control and local needs. Centralized global marketing organizations
will increasingly become more vigilant regarding brand standards and
compliance while simultaneously granting greater independence for local
marketers to respond to their individual customer needs.
10. More CMOs will be recruited for their left brain skills.
As companies continue to leverage data, technology and analytics to
define and optimize customer experiences, they will increasingly look
for leaders who have one foot in the world of technology and the other
still squarely in the world of creative and brand.
a customer experience marketing firm, develops and delivers strategic
customer experience management consulting services from digital
marketing strategy to organizational change management and technical
implementation, support and optimization of integrated enterprise
marketing platforms with expertise and emphasis on SDL. Tahzoo serves
global 1000 clients from its headquarters in Washington D.C., a
development center in Richmond, VA, offices in Amsterdam, Cleveland and
Seattle and remote centers across the United States.
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