Personalised Customer Experience Is the New Centre of Modern Marketing

Building a winning marketing organisation is a task that requires agility, responsiveness, and most of all, the ability to leverage customer data to add value at every stage in the supply chain in order to create a unique and personalized end-to-end customer experience that ensures customer satisfaction and retention.?

At the Mobile Marketing Association (MMA) Impact India 2022, Accenture’s Vineet Ahuja moderated a session on Building Winning Marketing Organisations, focused on the future of modern marketing to drive growth and change. The panel discussion emphasized on the challenges marketers face in today’s business landscape.?

According to the expert panel, the key to a winning marketing organization can be summarized in just one crucial word: “changemaker”. These organizations are the ones that cause disruption in the nature of marketing, its role, and how it drives brand growth. Such brands have identified the pain points of customers and developed solutions for end-to-end support throughout the customer experience journey. The “3 E’s” of customer value - Experience, Engage, and Exchange are central to the marketing value addition process…Watch session recording

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The Road Ahead Is Difficult for Cookies, But It Is an Important Shift in the Consumer Journey

Businesses need to be prepared to eliminate third-party cookies and explore new avenues for gaining customer insights, said Vineet Ahuja. There are numerous possibilities; this could even be an opportunity to develop robust first-party strategies based on secure and transparent data…Read more

How the Consumer Durables Industry Is Leveraging Technology to Transform Engagements with Channel Partners

Post the COVID-19 pandemic, there have been many exciting developments in the marketing function of the consumer durables industry. But how much has this improved the relationship with channel partners? Accenture’s Jayesh Pandey and other panelists weighed in on the relationship between the brands and their channel partners, and the growing importance of digitizing these processes…Watch session recording

Consumer Values and Buying Motivations Have Fundamentally Changed: Accenture Report

Accenture’s 16th annual research report based on a survey of more than 25,000 consumers across 22 countries including more than 2000 consumers in India, entitled 'Life Reimagined: Mapping the motivations that matter for today’s consumers' set out to understand how companies can capitalise on evolving consumer expectations to achieve new levels of growth and competitive agility… Read more

Elevate from Transactional Relationship to Offering Great Consumer Experience

How has the role of marketers and brand strategists changed in the digital age? According to Vineet Ahuja “being able to offer differentiated marketing and selling experience” is the key. It is important to view customers as distinct groups rather than a single entity. This will ensure the transformation from a mere transactional relationship to a great consumer experience…Read more

How Data is Helping Marketers Declutter

The digital age is all about consumer data and insights. Yet, over 50% of marketing executives admit a paucity of such critical resources, which would help them better understand their customers, anticipate their needs, and provide personalized solutions and experiences. Even so, Accenture has identified one distinct subgroup, known as ‘Thrivers’. By continuously collecting customer data, extracting insights, and deploying data-driven strategies and solutions, the Thrivers are invigorating their teams and driving growth. So, what does one need to do to be a Thriver?...Read more

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