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Connected Marketing: An Ecosystem Approach

Blog: Capgemini CTO Blog

Digitization makes consumer behavior difficult to manage

In recent years, marketing executives have shifted their budgets from creation and media to data and marketing technology. Digitization has not only created more communication channels, it has also changed media behavior:

Accordingly, marketing communication today has to be personalized, relevant, contextual, and fast. Their diversity requires interdisciplinary teams. All in all, it’s a very complex task. It can be solved by the CMO entering into alliances with customer service, sales, and PR as well as partners from MarTech and data brokerage. However, the volatility of consumer behavior, which has intensified with the pandemic, has a destabilizing effect. Alliances have to be flexible and scalable. The third driver of complexity is the pressure to be efficient; the effect on sales can be attributed particularly well to data-driven marketing. In contrast, investments in brand management are difficult to justify with sales figures.

Get the upper hand by organizing marketing as an ecosystem!

 We are observing a convergence in the way marketing is organized. Marketeers today need to have insights into all phases of the customer lifecycle because brands and customers interact more intensely than before. Online and offline communication merge. In both cases, it is critical to merge the data that customers leave behind at all touchpoints, including those with business partners or third-party data. And because the sales contribution can be easily measured, marketing and sales converge. This also applies to the marketing teams and their agencies, because CMOs are looking for a direct exchange with creative people due to time constraints. And the CMO works closely with the CIO to consolidate and optimize the inflationary MarTech offers.

If you channel these forces skillfully, you can create an organization that meets the changing consumer behavior. Their strength lies in their lower complexity. We are talking about a marketing ecosystem that has the elements of brand management, marketing organization, MarTech, customer activation, and content marketing.

Figure: The marketing ecosystem consists of five parts

The connecting element between all five parts of the marketing ecosystem is data. The marketing ecosystem is our answer to the disruption in the corporate environment.

New tasks arise for the CMO from the marketing ecosystem

 Our understanding of marketing as an ecosystem gives rise to important questions for CMOs that we would like to answer in a blog series:

These questions show how much the range of tasks in marketing has changed. Jochen Sengpiehl, the CMO of Volkswagen, sums it up: “Marketing has to reinvent itself.”

Connected Marketing can help. By connected marketing, we mean:

– addressing customers

– about personalized and relevant brand messages

– that are placed at the right moment,

– namely by a fast and interdisciplinary marketing team

– that is able to communicate efficiently on a large scale with the help of appropriate marketing technology.

Why should you act now?

 According to Forrester, most CEOs will make marketing efficiency a top priority for the company in 2021. Accordingly, more and more CMOs are also measured against sales goals. At the same time, the data represents a great opportunity for CMOs, because information about consumer and media behavior allows conclusions to be drawn about consumer preferences, from which new products and services can be derived. Marketing could thus become the company’s source of innovation.

Why are CMOs ahead here? You have interaction and transaction data. In addition, CMOs are usually assigned the exact role of shaping the customer relationship, which is why corresponding projects are assigned a priori to marketing.

What can you do today?

Why is Capgemini so well placed to support you as a CMO?

We believe the CMO should be the manager of the marketing ecosystem. With our Connected Marketing offer, we enable you to orchestrate all five components.

We create impact in marketing by taking the complexity out of disruption. To do this, we tear down the silo boundaries in terms of data and thinking. Data plus creativity are our ideology.

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