Consumers are changing marketing. Today's consumers are well-informed, social media-savvy, and likely have two or more mobile devices. They are more demanding-expecting current and perpetually shifting new channels, such as mobile and social, to deliver an exceptional customer experience.
But it's the dynamism of this change and conversation that is forcing marketers to re-think their craft. In an increasingly digital world, customers have a voice in their relationship with your brand, communicated through multiple channels, freely expressing their satisfaction or dissatisfaction with their experience. As a result, marketers must put the customer at the center of their business, or risk not just negative Twitter commentary, but ultimately lost customers.
The third annual IBM State of Marketing Survey 2012 provides precisely this kind of insight. The 2012 survey results deepen our understanding of marketing practitioners' level of technology adoption and maturity managing the customer experience.