Is marketing all about the tools?

Is marketing now all about the tools? Are they all-important? Well, yes… and no. At the recent CMO Digital Summit 2016, we caught up with Caroline Wouters, Chief Brand Officer at professional services firm Wolters Kluwers, to get her thoughts…

There’s no denying the impact data and digital tools are having on modern marketing. They enable unprecedented insight into customer preferences and behaviours, and offer marketers the opportunity to offer consumers richer, more compelling – and, most importantly – more relevant experiences.

So is marketing now all about the tools? Are they all-important? Well, yes… and no. At the recent CMO Digital Summit 2016, we caught up with Caroline Wouters, Chief Brand Officer at professional services firm Wolters Kluwers, to get her thoughts on both the art, and science, of marketing…

Caroline Wouters, Chief Brand Officer, Wolters Kluwers:

“I think that data is very important. I do think that facts and insights are extremely important. In the end, it is about the relationship with the customer – between the organization, between the individuals in the organization and the customer. So, I think that’s also what you hear a lot in conversations – it’s about content marketing, it’s about data, it’s about insights. But now, people are also talking more and more, “How can we build that emotional relationship? How can we keep that as larger and medium sized companies?”

“I do think that software and insight absolutely can help with that, but I do think that you – every time, you need to go back to actually what is the problem of the customer? What is it that we are helping with? And really having that insight. Instead of focusing entirely on the tools, every time, touch base with the customer and what are they doing.”

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