"Digital transformation" has been at the top of corporate agendas over the last 12 months. Sitting right at the heart of the issue, the CIO is playing a crucial role in establishing the digital infrastructure that supports the entire organization and its needs.

Of the many operational areas that make up an organization, marketing has been a priority area for digital transformation. Moreover, CEOs are putting a mandate on chief marketers to improve customer experience.

Customer demands and expectations are ever-increasing

Today's consumers demand to be recognized as the unique individuals that they are. So, throughout the entire customer journey, each touchpoint needs to be personalized and based on real-time intelligence.

Customers now guide the entire business ecosystem through their expectation of technology being invisible to their experience.

Though the responsibility of delivering on a seamless brand promise is in the CMO's court, the CIO's role is to ensure the digital infrastructure is in place to make it happen. Behind the scenes are a million little processes that need to come together in seamless integrations for omnichannel access, personalized content, relevant offers, and more—all provided in the moment.

Moreover, our increasingly connected society has shifted digital marketing from a transactional exchange to a holistic customer experience. The role of the CIO has expanded to accommodate that change.

The CIO (alongside the CMO) now plays a leading role in considering, designing, and actualizing an effective digital platform that can meet these needs. However, the role does not stop there.

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ABOUT THE AUTHOR
image of Kevin Cochrane

Kevin Cochrane is CMO of Jahia, a digital experience management provider.

LinkedIn: Kevin Cochrane