COLUMBIA, Md. – Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced that it has released a new report, The Case for Change: Exposing the Myths of Customer-Centric Transformation, which dispels some of the common myths about transformation that can lead marketers down the wrong path. The 2016 study, conducted in partnership with Adobe, identifies several misconceptions about what is required to successfully implement people-based marketing across an organization.
“Enterprise transformation is difficult enough without the added challenges that stem from unearned confidence or unfounded fears”
“Enterprise transformation is difficult enough without the added challenges that stem from unearned confidence or unfounded fears,” said Margie Chiu, senior vice president, Customer Strategy Group, Merkle, and author of the report. “When organizations hold too tightly to their preconceived ideas of what’s required to adopt a customer-centric business strategy, they face a rude awakening when it’s time to move forward with meaningful change.”
The research findings help to build the case for change by providing marketers with key data points to support their initiative. Adopting a customer-centric business strategy requires a carefully planned and executed organizational transformation. It’s imperative to ensure that proper time, energy, and preparation go into a thorough planning process, laying out all of the resources, skills, teams, processes, and technologies required to make it happen.
“The proliferation of devices and channels has heightened the importance of customer experience, yet many organizations struggle with effectively transitioning to a digital foundation,” said Kerry Reilly, director of product marketing for Adobe Campaign. “Our report with Merkle provides practical and strategic advice for implementing a customer-centric business that truly delivers an exceptional experience.”
Merkle and Adobe will co-host a complimentary webinar focused on the research findings, titled Customer Centric Transformation: The Truth Behind Successful Change. Led by Merkle’s Margie Chiu and Andre Salazar, global practice lead, Partner Solution Consulting at Adobe, the webinar will take place on Thursday, August 18 at 2:00 p.m. ET. During the webinar, attendees will learn:
- The essential factors to a successful large-scale change initiative
- A clear breakdown of the transformation competencies by phase: planning, development, and deployment
- The misconceptions (and truths) behind the most common barriers to customer-centric evolution in the enterprise
Helpful Links:
- Complimentary copy of Merkle and Adobe’s report, The Case for Change: Exposing the Myths of Customer-Centric Transformation
- Register for Merkle and Adobe’s joint webinar, Customer Centric Transformation: The truth behind successful change
About Merkle
Merkle is a global data-driven, technology-enabled performance marketing agency and the largest independent agency in the US for CRM, digital, and search. For more than 25 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights. When combined with its strength in performance media, Merkle creates customer experiences that drive improved marketing performance and shareholder value. With more than 3,400 employees, the privately held corporation is headquartered in Columbia, Maryland with 15 additional offices in the US and offices in Barcelona, London, Shanghai, and Nanjing. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to effectively reach and engage customers and prospects with highly personalized marketing content across devices and digital touch points. Eight tightly integrated Solutions offer marketers a complete set of marketing technologies that focus on analytics, web and app experience management, testing and targeting, advertising, video, audience management, social engagement and campaign orchestration. The tie-in with Adobe Creative Cloud makes it easy to quickly activate creative assets across all marketing channels. Thousands of brands worldwide including two thirds of Fortune 50 companies rely on Adobe Marketing Cloud.
