The Digital Marketing Makeover


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CMO Council recently released its annual study, dubbed “The State of Marketing.” Always an interesting read, this year’s report is drawn from the insights of 500+ chief marketers from around the globe.

The study points to a robust marketing economy that’s picking up pace, with a high degree of confidence among progressive CMOs that they can achieve senior management’s business goals this year. When looking at major accomplishments, more than half of marketers touted their effectiveness in uplifting digital marketing capabilities. Yet there’s still much work to be done on this front. With customer centricity becoming an all-encompassing theme, it’s not surprising that 60 percent of CMOs listed “digital marketing makeovers” as their number one transformational project in the year ahead.

As daytime talk shows and reality TV have taught us, it doesn’t take a lot to make someone over. Often, a professional stylist with an expert eye can swoop in to coordinate a look and style that works for the individual – and in hours, he/she is transformed with a chic new hairstyle and tailored jeans to the perfect accessories that complete the look. Makeovers provide a quick and fairly inexpensive refresh that can make a person feel brand new, without changing one’s authentic self by resorting to drastic, costly and often painful measures.

Similarly, when thinking about digital marketing makeovers, marketers tend to fall into the trap of either under-doing it or going to unnecessary extremes. Consider this:

• The Makeunder Artist: Marketers looking for a quick fix often try swapping one system for another (e.g. getting rid of one campaign system or Web content management system for another similar tool). But just as changing from one shirt to another isn’t enough to complete a more polished, yet authentically “you” look, replacing one disparate system won’t do much in getting your whole digital marketing ensemble to work together to create a meaningful customer experience.

• The Extremist: Just as some people cave to the shiny promise of dental veneers, eye-color-changing contacts and extreme weight loss surgeries, some marketers, frantic for a fix-all, resort to drastic measures – ripping out costly infrastructure only to replace it with even more expensive, time-consuming on-premise systems. But marketers need not go to such extremes, as there are faster, yet dramatically simpler ways to make the most of existing “wardrobe pieces” while achieving meaningful change.

In a makeover, the stylist is the creative mind who shapes the new look and brings it all together, transforming the subject. In digital marketing, the agency plays the role of the stylist, shaping the feel of the customer’s journey, while skillfully using each tool to create a single, unified experience. As experts, the best agencies will make use of the existing marketing “wardrobe” while selecting new “accessories” that can bring the look – or experience – together to make it truly “pop.” That’s where the Provenir platform comes in.

Interested in learning more? Come take a customer journey with us here.

Jeff Nicholson
JEFFREY NICHOLSON (Boston, MA) Jeff is a CRM and AI industry veteran, possessing more than 20 years of expertise, in helping shape SaaS technologies, consumer trends and markets. Recognized as an industry thought leader and visionary, Jeff’s viewpoints and perspectives have been featured in magazines and outlets including AdAge, ChiefMarketer, CRM Magazine,, The Economist and Forbes. Jeff is a frequent presenter at industry events across the globe on topics including consumer engagement, customer journey, artificial intelligence, digital transformation and customer data trends.


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