Toni Clayton-Hine, SVP/CMO at Xerox, discussed this subject during a session at the Association of National Advertisers' (ANA) 2017 Masters of B2B Marketing Conference.
More specifically, she outlined the firm’s attempts to move beyond a legacy connected with hardware and paper products, and instead to highlight the ways it can serve clients which need assistance in straddling the real-life and virtual realms.
"We're establishing that today's Xerox gives you more than just marks on paper, and is setting the page free," she said. (For further details, read WARC's exclusive report: How (and why) Xerox is abandoning the printed page.)
"We really focus our energy and our effort around the experiences that we can try to deliver … where we can own this idea of the intersection between the physical and the digital."
Such an objective enables Xerox to begin modifying outmoded perceptions, which often associate the brand with photocopiers, while engaging a millennial audience far less familiar with this aspect of its business.
Not only does the organisation's new messaging evidence its prowess in the technology arena, but it also "maps out the buyers' journey" in an impactful way, said Clayton-Hine.
Beyond that, the overarching promise to "set the page free" means Xerox can effectively link a storied history with its new corporate mission. "That's how we transform our messaging to help connect the past and the future," she added.
In keeping with that goal, the company is developing its product portfolio to match evolving needs, and making sure its marketing reflects changing habits and preferences, too.
"For now," Clayton-Hine told the ANA delegates, "we're looking at: How do we look at coordinating our touchpoints in a digital environment?"
Looking ahead, she suggested, voice-activated, interactive platforms like Amazon's Alexa and Apple's Siri will play an increasingly important role across its business and marketing activities.
"We need to be able to develop an experience that is in line with what that new consumer is going to expect in the future," said Clayton-Hine.
Data sourced from WARC