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CMO’s are at the Crossroads of Customer Transactions and Engagement

CMO’s are at the Crossroads of Customer Transactions and Engagement

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Published by Brian Solis
Part 9 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.

Digital Darwinism is the evolution of consumer behavior when society and technology evolve faster than the ability to adapt. At the intersection of relevance and obsolescence is the ability to recognize opportunities for change based on shifting consumer behavior and the subtle coalescence between emerging and disruptive technology.
Part 9 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.

Digital Darwinism is the evolution of consumer behavior when society and technology evolve faster than the ability to adapt. At the intersection of relevance and obsolescence is the ability to recognize opportunities for change based on shifting consumer behavior and the subtle coalescence between emerging and disruptive technology.

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Published by: Brian Solis on Mar 01, 2012
Copyright:Attribution Non-commercial

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05/13/2014

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By Brian Solis, industry-leading blogger at BrianSolis.comand principal of research firm Altimeter Group, Author of the highly acclaimed books on social businessThe End of Businessas Usual and 
Part 9 in a series introducing my new book,The End of Business as Usual …this series serves asthe book’s prequel.
Digital Darwinism is the evolution of consumer behavior when society and technology evolve faster than the ability to adapt. At the intersection of relevance and obsolescence is the ability to recognizeopportunities for change based on shifting consumer behavior and the subtle coalescence betweenemerging and disruptive technology. Businesses must realize that change is taking place today withor without them. And, to what extent varies from company to company. But without an understandingof how technology and society are evolving and how decisions are influenced and made, businessesare either left to make decisions in the dark or change simply for the sake of change. We all knowhow difficult, if not nearly impossible, it is to change. We also realize that once we do begin theinevitable process of transformation, the distance between where we are and where we need to beis not expeditious in any sense. In the era of digital Darwinism, the journey toward evolution andrevolution is in fact, the destination. It is perpetual.Many of you know me as someone who has championed social media over the years, going backwell before the days of the originalSocial Media Manifesto. This is a time I must implore you to thinkdifferent. See, social media is not the catalyst for change, but merely one of its agents. WhileFacebook and Twitter are often the recipients of accolades for their roles in fueling revolutions, wemust remember that they are the networks that facilitate an uprising. However, it is repression,
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
angst, injustice, vision, aspiration and hope that serve as the true stimulus for insurrection andprogress. Technology plays a part in transformation and it is up to you to learn how social, mobile,real-time, and all other emerging trends are affecting your industries and markets.In the world of business, customers are using new technology to share experiences. And, thoseexperiences are either to your benefit or detriment. As Mark Cuban, owner of the Dallas Mavericksand Chairman of HDNet,shared, “To be successful in business, you need to see what others don’t.”To that I would also add, “and do what others will not or can’t.”
Through a Telescope, We Bring the World Closer – Through aMicroscope, We See What Was Previously Invisible
I used to say, “in brevity, there’s clarity.” While I still believe this to be true, I also see that there’s adelicate balance necessary in understanding what is hype or trending and what is truly disruptive.Therefore we must look forward and at the same time, look closer at what’s taking place right now toanalyze true impact. Separating fact from fiction or hype from disruption is now part of our job as our consumers are driving these results based on what they adopt, how they communicate, and howthey influence and are influenced in decision making cycles.To help, IBM reached out to over 1,700 Chief Marketing Officers, spanning 19 industries and 64countries as part of its annualCMO study. The goal was to learn how consumer behavior andtechnology are changing business focus, forecasts and decisions. The results are both illuminatingand helpful.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
So, what’s keeping everyone up at night?As you can see, big data, social media, the myriad of available consumer channels and devicesmake up the top three trends leading to corporate insomnia. But beyond those trends, the entire listis fascinating and worthy of study…1. Data explosion – 71%2. Social media – 68%3. Growth of channel and device choices – 65%4. Shifting consumer demographics – 63%5. Financial constraints – 59%6. Decreasing brand loyalty – 57%7. Growth market opportunities – 56%8. ROI accountability – 56%9. Customer collaboration and influence – 56%10. Privacy considerations – 55%11. Global outsourcing – 54%
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis

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