Technology is widely recognised and understood as a central pillar of marketing — largely because marketers rely on technology to unlock the value of their consumer data assets. But lately, we have detected a growing discomfort among marketing leaders related to the value they’re extracting from their marketing technology investments.

​A number of factors are causing this unease for CMOs and their teams, who are striving to use their data to deliver highly personalised, world-class brand experiences.

To investigate these issues, Which-50 partnered with Cheetah Digital to test the attitudes of marketers and other C-suite leaders with a national survey. We also conducted in-depth interviews with a dozen CMOs to provide context to the results.

Loyalty is not a new term to marketers, however, it is quickly becoming a winning proposition for brands all across the world. Since the emergence of digitisation through e-commerce and digital payment infrastructure a new chapter of loyalty programs has arrived. 

Marketers need to shift their focus from creating absent cookie cutter one-size-fits-all loyalty programs to immersive personalised and unique loyalty experiences. We need to start being responsive to customers across the channels of their preference, relevant to customers based on their changing needs and enable them to choose how they would like to be rewarded.

Flick through the presentation I gave at the 2019 Australian Loyalty Association Conference.