{"id":141676,"date":"2021-02-26T14:52:00","date_gmt":"2021-02-26T13:52:00","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=630615"},"modified":"2025-03-15T05:53:32","modified_gmt":"2025-03-15T04:53:32","slug":"connected-marketing","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/se-en\/insights\/research-library\/connected-marketing\/","title":{"rendered":"Point of view: Put your customer first with connected marketing!"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable is-style-default header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/prod.ucwe.capgemini.com\/se-en\/wp-content\/uploads\/sites\/20\/2021\/02\/ÎÚÑ»´«Ã½_Point-of-view-Put-your.jpg?w=2880&amp;quality=70 1x, https:\/\/prod.ucwe.capgemini.com\/se-en\/wp-content\/uploads\/sites\/20\/2021\/02\/ÎÚÑ»´«Ã½_Point-of-view-Put-your.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/prod.ucwe.capgemini.com\/se-en\/wp-content\/uploads\/sites\/20\/2021\/02\/ÎÚÑ»´«Ã½_Point-of-view-Put-your.jpg?w=1440&amp;quality=70 1x, https:\/\/prod.ucwe.capgemini.com\/se-en\/wp-content\/uploads\/sites\/20\/2021\/02\/ÎÚÑ»´«Ã½_Point-of-view-Put-your.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/prod.ucwe.capgemini.com\/se-en\/wp-content\/uploads\/sites\/20\/2021\/02\/ÎÚÑ»´«Ã½_Point-of-view-Put-your.jpg?w=1024&amp;quality=70 1x, https:\/\/prod.ucwe.capgemini.com\/se-en\/wp-content\/uploads\/sites\/20\/2021\/02\/ÎÚÑ»´«Ã½_Point-of-view-Put-your.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/prod.ucwe.capgemini.com\/se-en\/wp-content\/uploads\/sites\/20\/2021\/02\/ÎÚÑ»´«Ã½_Point-of-view-Put-your.jpg?w=768&amp;quality=70 1x, https:\/\/prod.ucwe.capgemini.com\/se-en\/wp-content\/uploads\/sites\/20\/2021\/02\/ÎÚÑ»´«Ã½_Point-of-view-Put-your.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/prod.ucwe.capgemini.com\/se-en\/wp-content\/uploads\/sites\/20\/2021\/02\/ÎÚÑ»´«Ã½_Point-of-view-Put-your.jpg\" class=\"header-img header-img-d\" alt=\"ÎÚÑ»´«Ã½_Point-of-view-Put-your\" style=\"object-fit:cover;object-position:54% 46%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Put your customer first with connected marketing!<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/ÎÚÑ»´«Ã½_Point-of-view-paper_CX_Connected-marketing_2021.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download point of view<\/span><span class=\"type\">2 MB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/se-en\/insights\/research-library\/connected-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/se-en\/insights\/research-library\/connected-marketing\/&amp;text=Point of view: Put your customer first with connected marketing!\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/se-en\/insights\/research-library\/connected-marketing\/&amp;text=Point of view: Put your customer first with connected marketing!\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Tackle complexity and improve efficiency of the marketing ecosystem<\/h2><p class=\"intro-para-content\">Marketing today is all about putting the customer first, understanding how they interact with the brand, and knowing when, and where, to start a conversation with them. The outcome \u2013 and aim of this customer-first focus \u2013 is a brand differentiating <a href=\"https:\/\/www.capgemini.com\/se-en\/services\/customer-first\/customer-experience\/\">customer experience<\/a>. In this landscape, marketing is all about putting both brand and experience in context.<\/p><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content section--story-content article-body\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h4 class=\"wp-block-heading\" id=\"h-connected-marketing-leverages-data-and-technology-to-realize-your-customer-first-strategy\"><strong>Connected Marketing leverages data and technology to realize your customer-first strategy<\/strong><\/h4>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/services\/customer-first\/customer-experience\/connected-marketing\/\">Connected Marketing<\/a> means customer activation by personalized, relevant, and branded content, delivered in the right moment by a responsive, interdisciplinary, and empowered marketing organization that can execute at scale through adequate marketing technology.<\/p>\n\n\n\n<p>At ÎÚÑ»´«Ã½, we bring together data, technology and a brand vision to create and realize our clients\u2019 customer-first strategies. We provide strategic consulting, build the architecture, implement new digital tools, and run the entire ecosystem, as well as monitor, fine-tune and support organizational change.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-we-deliver-on-the-promise-of-connected-marketing-through-five-principles\"><strong>We deliver on the promise of connected marketing through five principles:<\/strong><\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Data-driven Brand Management: Definition of brand strategy, innovation and generation of new revenue streams for growth<\/li>\n\n\n\n<li>Responsive Marketing Organization: Set of functions, roles, and resources within a business responsible for the execution of the marketing initiatives of the organization<\/li>\n\n\n\n<li>Personalized Customer Activation: Flawless distribution and optimization of content based on real-time understanding of the customer\u2019s needs<\/li>\n\n\n\n<li>Relevant Content Marketing: Production and management of engaging, entertaining, or educational advertising materials<\/li>\n\n\n\n<li>Marketing Technology at Scale: Design and deploy the right set of marketing technology solutions and tools to drive marketing initiatives, measure their effectiveness, and make data-driven decisions<\/li>\n<\/ol>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Marketing today is all about putting the customer first, understanding how they interact with the brand, and knowing when, and 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