An old lady runs through the narrow corridors of a slum, chasing two thieves, who had apparently robbed her bag. Twenty seconds into the chase, the old lady grabs them and hits them on to the ground. The video ends with a message – “Karate classes for just Rs 149.” This was the advertisement of Groupon India, the Indian subsidiary of US-based ecommerce marketplace Groupon Inc, in 2013.
Given the growing need for organisations to deliver differentiated customer experience, improve marketing spend Return On Investment (ROI) and battle competition from newer technology incumbents, Chief Marketing Officers (CMOs) today are under increasing pressure.
In order to tackle this pressure, organisations are moving away from siloed Systems of Transaction and towards contextual Systems of Engagement.
Based on our ongoing tracking of the market and thousands of yearly CMO enquiries (of the total 10,000) which we handle, Greyhound Research believes these new systems are expected to help marketers manage experiences on non-traditional customer touch points like mobile devices, application marketplaces and online communities.