Marketing 0

Strategies to Strengthen Digital Leadership
In the face of increased customer expectations, companies in the
Omni quadrant must not stand still. With others catching up, these

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companies are under pressure to raise the bar. Digital customers—
Generation Y and Generation Z—are no longer satisfied with the
basics. Companies must adopt advanced technologies (“the next
tech”) into the customer experience (“the new CX”).
#1 Adopt the Next Tech
For Omni companies, content marketing on social media and e-
commerce platforms are considered hygiene factors without which
they cannot compete. To step up their game, companies need to
adopt more advanced technologies that are not yet mainstream. They
must consider using AI to power up their marketing activities. An
example is the use of natural language processing technology to
empower chatbots and voice assistants.
A combination of AI, biometrics, sensors, and IoT can help
companies to deliver a digitally powered physical touchpoint that is
both personalized to each individual and contextual to the exact
moment of interaction. The use of augmented reality and virtual
reality can spice up the marketing campaign and product
exploration. These technologies can be game-changers, and it is the
responsibility of the digital leaders to be the pioneers. (For more
detailed discussions on the next tech, see 
Chapter 6
.)