The art and science of Boundless Digital Invention
Kirsten Allegri Williams is Chief Marketing Officer at Optimizely, the leading Digital Experience Platform empowering brands to unlock their digital potential. She has spent her career weaving together the art and science of marketing while fiercely championing health and wellness, diversity in leadership, and sustainable business practices.
Marketers have always been at the forefront of innovation, acting as both artists and scientists. The rise of digital has ushered in an era of constant evolution. To become more creative and agile than ever before, marketers must now also become digital masterminds.
CMOs and marketers have experienced a substantial transformation over the course of their careers, and have strived to meet that change head on. Meanwhile, the rules of engagement have fundamentally changed: it’s estimated that the average American adult will spend over eight hours daily using digital media by 2024. No matter how brilliant your billboard and print advertisement campaigns are, they’ll be rendered insignificant when customers’ eyes are glued to their smartphones.
As the amount of digital channels has proliferated, marketers have continued to push the limits of where online experiences can take us. However, we’ve encountered a digital execution gap, the likes of which can only be surmounted by a solution specifically made to unlock boundless digital invention. It’s time to unlimit ourselves.
That degree of difficulty that defines our jobs currently is potential energy just waiting to be activated. We need a new kind of tool to convert it into kinetic energy that enables confident content creation—imagine if all of the effort marketers put into surmounting the obstacles that plague us on a day-to-day basis was instead integrated into a functional, streamlined system.
Creating the personalized, accelerated experiences that customers crave requires marketers to adapt to an endless series of changes. In this game of follow-the-leader, science belongs at the head of the line. Answer the array of questions that arise with the arrival of each new touchpoint with customer foresight fueled by carefully, quickly curated data.
It’s increasingly unclear which team is in the driver’s seat: product, marketing or engineering. One thing is certain—we need to be able to unlimit and maximize our creative potential through easy, inclusive collaboration. When we can measure the success of the tech that powers these digital products and everyone is on the same page regarding what’s working and what isn’t, we can respond accordingly, practically in real-time.
Let’s face it: spreadsheets, links and more siloed tech “solutions,” present more issues than they do clarifying, actionable observations. Traditionally, we think of marketing as a conduit that brings consumers to a specific physical product. But as more and more products live entirely online, the medium has become the message. The flow, and ultimately the success, of digital experiences has merged with and become indistinguishable from marketing prowess.
We’re reinventing how marketing works, so it can scale creativity from global brand strategy to local markets. Boundless digital invention begins with a DXP that is purpose-built to unlimit team members, enabling inclusive collaboration, confident creation and customer foresight.
No matter how technologically-enabled your company is, your team is your biggest asset. Our interconnected platform encourages meaningful collaboration across product and marketing teams. Everyone benefits when bold and diverse perspectives are welcomed.
Sometimes, the simplest boundaries are the largest impediments to a company’s success. Create an environment where everyone is on the same page via unified calendar views and digital asset management for everyone, shared data and experimentation that keeps content relevant, and intuitive and customizable workspaces keep digital and marketing teams on track and aligned to business outcomes.
Confident Content Creation
Data science that captures customer sentiment allows you to transform content and take creative direction with confidence. Launch campaigns faster while ensuring that individual customer preferences are part of every creative decision made over a product’s lifecycle.
Iterative experiments, clear insights and embedded AI pair perfectly with human artistry. Let digital intelligence drive evolution, from content and product recommendations to entire business model evolutions.
Access to insightful data allows you to understand customer values and motivations and create the most impactful experience at the ideal time. Deliver exclusive experiences, individualized search rankings, and product recommendations that inspire customers to act.
With a DXP equipped with embedded intelligence and intuitive experimentation, you can unlock true personalization at scale. Open a new sales channel or enter a new market with the confidence that the customer is awaiting you on the other side.
The artistry is inimitable—so is the right technology. A DXP that rises to the demands of the present moment doesn’t replace ingenuity. Rather, it distills it and points it in the right direction. Boundless digital invention is a radically new way to create digital experiences that maximizes marketers’ irreplaceable creative energy. Boundless digital invention is Optimizely.