AUGUST - 2023MARTECHOUTLOOK.COM8IN MY OPINIONBy Wanda Gierhart, Global Chief Marketing and Content Officer, CinemarkHOW MARTECH DRIVES A FRICTIONLESS, PERSONALIZED CUSTOMER JOURNEYThe average American spends approximately eight hours per day online, scrolling social channels, browsing websites, and purchasing products. This is a significant amount of time for potential brand and product exposure, and companies cannot miss out on this opportunity. Gone is the dependence on paper mailers and catalogs--modern consumers are making decisions on the web, at their fingertips. Wanda GierhartAs marketers, we can do more than just communicate; we can create a holistic customer experience by cultivating a comprehensive marketing technology stack. With the tools available today, marketers have the ability to leverage data and enhance the entire customer journey from the moment of consideration all the way to post-purchase. A more personalized consumer experience reduces roadblocks and generates a positive association with your company while providing the entire organization with invaluable insights. As keepers of this data, CMOs can shift our thinking and consider our roles to be that of a Chief Customer Officer--with the power to combine the knowledge about customer habits with business best practices to create an exceptional brand experience on every level. This begins with not only maximizing the utilization of consumer data but also working cross-departmentally to create a frictionless journey.The Case for Specialized Customer Data Customer data is critical, yet difficult to capture, as it requires diligence and investment from an organization. In that, one must start with a robust technology infrastructure combined with incentivizing communications to customers regarding the value exchange they receive from opting to share their information. Learning about your customer allows you to utilize their particular preferences to customize their digital experience. This makes it easier for them to purchase, bringing them back to your online channels and allowing you to learn even more. This cycle of personalization, purchase and return enables companies to continually evolve in a way that meets the needs and wants of today's consumers. At Cinemark, we have dedicated resources to ensuring that we are getting to know our moviegoers
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