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A Modern Marketer's Guide to Creating Innovative Customer Experiences

A Modern Marketer's Guide to Creating Innovative Customer Experiences

This IDC Insight explains why modern marketers must invest equally in technology, analytics, and creativity. Creativity is potentially more powerful in driving customer experience and expectations than technology or analytics. Yet it typically gets little to no active investment of time and resources. Five simple practices are introduced for drawing creativity out of the technology- and data-oriented modern marketer. In addition, two case studies are presented to illustrate the extraordinary results that can be achieved when all three factors — technology, analytics, and creativity — are used to create brand-new experiences for customers.

Please Note: Extended description available upon request.


IDC Opinion
In This Insight
Situation Overview
Creating New Customer Experiences
Gamification: Pizza Mogul
Audience Participation: Socializing the Oscars
Reframing
Creativity and the Modern Marketers
Practice 1: Question Convention
Content Marketing Example (Part 1)
Practice 2: Synthesize Perspectives
Content Marketing Example (Part 2)
Practice 3: Work Around Creative Constraints
Content Marketing Example (Part 3)
Practice 4: Think Outside the Toolbox
Content Marketing Example (Part 4)
Practice 5: Maintain Cadence and Update Context
Content Marketing Example (Part 5)
Future Outlook
Learn More
Related Research
Figure: The Competitive Imperative for Driving Customer Experience (CX)
Figure: Vectors of Innovation

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