The Gartner hype cycle is a brilliant insight in to the history of technology
Gartner’s hype cycle describes a 5-stage pattern that almost all new technologies follow.
In marketing, it’s not just technologies that follow this hype cycle, but also concepts and tactics, such as content marketing, account-based marketing, revenue operations, and so on. By the way, that’s not a knock against any of those. There is real value in all of them. But the hype exceeds the reality in the first 1/3 or so of their lifecycle.
The desync between expectations and reality is a good thing — if you know what you’re doing. The gap between expectations and reality creates opportunities for a savvy company to manage to the reality while competitors chase the hype cycle.
Putting customer experience at the heart of next-generation operating models
Begin with bringing in data and analytics-based insights about what really matters to customers and how best to deliver it to them. Some companies fail to capture the full benefits of their improvement efforts because they concentrate on optimizing individual touchpoints rather than tackling the customer experience as customers actually experience it—a complete journey that cuts across multiple functions and channels.
The new battleground for marketing-led growth
Companies that hope to move the growth needle need more focus on innovative programs for the 87 percent of consumers out there who are likely to look beyond their current brand. The elusiveness of loyalty suggests marketers need to place more emphasis on the moments when consumers are initially considering which products or services to buy. They’ll need a fine-tuned understanding of who those increasingly fickle consumers are, what triggers them to shop, and how best to enter what’s known as the initial consideration set.
Cracking the code of consumer behavior is more critical than ever.
The difference between a journey map and a service blueprint
Everything that happens in our lives is a type of journey. Mapping these experiences is a key part of being a human-centered business, and it is important to look at both perspectives — what the person experiences, and what went on outside of their view to make it happen.
Top 10 Hot Artificial Intelligence (AI) Technologies
AI is very soon every marketer’s best friend, and particularly in retail trade, as it will enable the true customer-oriented business and operating model.
The 4 Mistakes Most Managers Make with Analytics
Good article on big data in hbr.org. Only thing I would add is the need to understand the customer process.
“There is a lot of hype surrounding data and analytics. Firms are constantly exhorted to set strategies in place to collect and analyze big data, and warned about the potential negative consequences of not doing so. For example, the Wall Street Journal recently suggested that companies sit on a treasure trove of customer data but for the most part do not know how to use it. In this article we explore why…”