Communicating successfully requires more than communication

Yesterday, communications meant creating compelling messaging and conveying stories. Today, even though this is still a central part of communications, it’s not enough - and hasn’t been for a while. The communications arena has changed and today’s consumers expect their customer journey to be seamless and their user experience plays a big part when choosing a brand, service or product. Yet, too many brands have not adapted to these needs and the new requirements of communicating.

So, how do you go about this?

To cut through the clutter of today, fully data-driven insights, smarter analysis, martech tools and creative ways of conveying information and message are crucial for brands. And to do so you will most likely include people, data, processes and technology.

In the recently presented martech report or 2022* Sweden, surprisingly, has fallen behind in martech maturity compared to the rest of Europe. Sweden as a market stands out specifically as a low rater unfortunately but there are others in Europe but not as evident. How can this happen in one of the most mature digital countries? Apparently, we lack data analysts that can collect and process relevant data which is the foundation of data-driven decision-making. So, the core is missing for many companies. There also seems to be a scarcity of tech-savvy marketers that can handle everything from complex martech stacks, content to performance and brand development within an omnichannel perspective. What is the secret recipe for more successful markets and what do Swedish marketers and other low raters in Europe need to do to get back to the top where we belong?

1. Secure the right competence now!

Without the right people and process, you can’t realize your marketing plans. So, with such a new, broad, and complex work description you need skilled people covering everything from deep data analytics to performance and branding and a CMO that fully understands it to drive the overall agenda as part of the management team.

We’ve identified three methods in the study of how to find the skills - low raters prefer to train existing staff, whereas top raters either recruit the expertise or bring in external parties to gain the skills quickly.

No matter which path you choose, make sure to get them in place fast not to lose your competitiveness. Gartner’s recent survey speaks for itself stating that marketers utilize only 42% of their martech stack capabilities due to a lack of competence. So, you have probably invested in an advanced martech stack but barely have anyone to handle it. How will you then prove the business value of your martech investment?

2. Data and Customer insights – enabler of creative campaigns and initiatives.

Without knowing our customers and data we have nothing. Data gives us insight into who to talk to, when to talk to them and in what way. Gathering, structuring, and making all your data accessible across departments is key to successfully delivering the best customer experience and the best campaigns with the highest creative edge whilst securing that you reach your set target. Both commercial and brand perspectives.

Low-rating companies like the ones in Sweden are scoring low on collecting and using data. The focus is on driving acquisition, sales, profit, and marketing optimization. European companies on the other hand, as top raters, already seem to have this in place. Their focus shifts towards retention and analyzing data, allowing them to identify new business models with proven business value.

We all strive to find the best insights and ideas to attract our customers B2B and B2C but how prepared are you? Do you have the resources, competencies and insights to meet the future demands of communications to really cut through the noise?

Read the Martech report and check where your company fits in the scale of martech maturity. Are you a high rater like most companies in Europe or a low rater like the majority of the respondents in Sweden?

If you want to learn more about creating high-performing brand and customer experiences with high commercial value I suggest you join me, Gül Heper-Jämterud, for Mynewsday 2022. The PR event of the year where you will get access to the learnings, tools and success factors from high raters such as Samsung, Synsam in addition to the many years of experience we share from many different industries.

Sign up to Mynewsday here.

Writer: Gül Heper-Jämterud, Founder of CMO goes TECH