Digitising The Consumer Experience

The ever-increasing digitalization of the consumer digital experience has created demands for marketing teams to take on a larger role across the buyer life cycle. Many marketing leaders consider the consumer experience as a key priority for success and so are re-evaluating how CX strategy is defined, emphasizing intensive marketing touch points and experiences along the way. This being said, consumer values are also now more multifaceted, and creating both positive economic and societal impact also is regarded as a way in which today’s brands are being evaluated.

We spoke to Simon Edward, VP and CMO UK & Ireland at IBM, about what he feels has been a defining influence on how consumer values have changed, and when it comes to defining the consumer digital experience, what he believes are the key factors to consider.

To listen to the full interview, please click below.