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The Top Ten Issues for Marketers Right Now?
The Top Ten Issues for Marketers Right Now?
The Top Ten Issues for Marketers Right Now?
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The Top Ten Issues for Marketers Right Now?

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Based on feedback from thousands of marketers, this is the first agenda for the Incite Summit:Europe. …

Based on feedback from thousands of marketers, this is the first agenda for the Incite Summit:Europe.

The core themes we cover are:

* Unrivaled Customer Experience: Use what you know about your customer to be more relevant and engaging
* Agile Marketing: Turn insight into action. Fast.
* Be everywhere: Multi-channel to cut through the noise and reach your customer
* Content King: Turn your brand into a storyteller and publisher

We'd love to get your feedback. Head to www.incitemc.com/europe/collaborate.php and help us build the agenda! We'll give you a £250 discount for your trouble!

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  • 1. Agenda 1.0: The Incite Summit Europe Late September, London www.incitemc.com/europe The Incite Summit:Europe Deliver unrivaled customer experience: Agile, seamless and personalised marketing CORE THEMES 1. Unrivaled Customer Experience: Use what you know about your customer to be more relevant and engaging 2. Agile Marketing: Turn insight into action. Fast. 3. Be everywhere: Multi­channel to cut through the noise and reach your customer 4. Content King: Turn your brand into a storyteller and publisher Provisional Agenda on the following pages
  • 2. Agenda 1.0: The Incite Summit Europe Late September, London www.incitemc.com/europe DAY ONE UNRIVALED CUSTOMER EXPERIENCE BECOME A CUSTOMER­CENTRIC BUSINESS TO DELIVER MORE EFFECTIVE MARKETING ● ● ● How much power does the customer now have ­ and how has this shift in power impacted on the marketer’s role? How to move from product­centric to customer­centric business processes and marketing strategy Use customer insight for better decision making, and more efficient use of resources BE EVERYWHERE: MULTI­CHANNEL MARKETING HOW TO PRIORITISE AND USE THE PLETHORA OF NEW CHANNELS TO ACHIEVE YOUR MARKETING GOALS ● ● Prioritisation: Most companies don’t have the resources to play in all possible channels ­ so we’ll discuss the challenges around how to decide which channels work best for what you’re trying to accomplish (while avoiding the inevitable hype around the newest social platforms) Pace of change: Make sure your marketing department is equipped with processes to rapidly assimilate new platforms and channels into the marketing mix at a rapid pace BE EVERYWHERE: MULTI­CHANNEL MARKETING MAKE MULTIPLE CHANNELS WORK TOGETHER TO REACH YOUR CUSTOMER AT THE RIGHT TIME, IN THE RIGHT PLACE ● Harmony: Using multiple channels doesn’t necessarily equal true integration. Avoid confused and inconsistent messaging by ensuring each channel works in harmony to reinforce, not harm, each other AGILE MARKETING: TURN INSIGHT INTO ACTION. FAST. GET BUSINESS DATA WHERE IT NEEDS TO BE. ACTIONABLE INSIGHT FAST. ● ● ● How global enterprises integrate customer and prospect feedback from multiple touchpoints into a single, actionable view. Systems for real time insight: Implement new processes to ensure the right insight gets to the right area of the business ­ fast Make your internal organisation nimble enough to deal with the pace of change in marketing channel options AGILE MARKETING: TURN INSIGHT INTO ACTION. FAST. SPEED UP YOUR MARKETING DEPARTMENT AND DO RESPONSIVE ­ EVEN REAL­TIME ­ MARKETING ● ● ● Agility: Large brands can match smaller, more agile and nimble competitors through an efficient transition of insight into action. Find out how. We can now look microscopically at consumers as data pieces ­ but as marketers and brands we need to bear in mind that those consumers are more than their data, they are people. Learn how to address their needs in an as personalized, localized and timely manner possible. How to execute on a real­time marketing programme in the face of the increasing complexity of the marketing role UNRIVALED CUSTOMER EXPERIENCE RELEVANCE: GET A ‘HIGH­DEF’ PICTURE OF YOUR CUSTOMER TO DELIVER PERSONALISED, TARGETED MARKETING ● ● ● Data sources: Detail on the essential touchpoints, metrics and sources of data you can use to inform a more detailed picture of your customers (from product usage and preferences to transactional behavior, from customer satisfaction to digital interaction) Internal processes to build a complete picture: How to build processes and systems to efficiently collate data from multiple sources to create a unified, evolving picture of customers From insight to action: Ensure new customer insight is actionable, and fed into future strategy as quickly and efficiently as possible to spot new opportunities, differentiate from competitors and deliver more engaging marketing
  • 3. Agenda 1.0: The Incite Summit Europe Late September, London www.incitemc.com/europe DAY TWO UNRIVALED CUSTOMER EXPERIENCE BIG DATA DRIVEN CREATIVITY: AN OXYMORON? ● ● ● How to collate structured and unstructured data from multiple touchpoints to deliver a more agile, informed and effective marketing strategy Dealing with data overload: How to sift through the mass of data to find the important takeaways Data diminishing creativity: Avoid removing all intuition and creative thought from marketing through an overweening reliance on the numbers CONTENT KING BRANDS AS PUBLISHERS: UNDERSTAND YOUR AUDIENCE AND REFLECT THAT THROUGH CONTENT CREATION ● ● ● FInding sources of content: What is suitable content for your brand, and how do you go about generating it? Choosing the right media: Infographic, video, photo gallery, story, tool. Finding the ‘me’ in multimedia Become a trusted publisher of valuable, relevant content ­ leading to more trust, loyalty and engagement from existing and potential customers CONTENT KING FROM PUSHING CAMPAIGNS TO TELLING ENGAGING STORIES ● ● ● ● What makes a good story: The essentials of storytelling ­ from brands who have told them well How to embed your story across the entire organisation: Get everyone bought in ­ from the board to the front desk Authenticity and humanizing the brand: Don’t stop at the story ­ give your brand a human face to go with your engaging story Tracking the impact of storytelling: Convincing the board regardless of difficulties of finding ROI UNRIVALED CUSTOMER EXPERIENCE COLLABORATE BETTER TO PRESENT A SEAMLESS EXPERIENCE FOR THE CONSUMER ● ● ● ● Marketing and sales team communication tips, in order to better understand the customer and get the sales team to collaborate with marketing promos/agenda Build process to allow multiple teams and departments to work better together to deliver a more agile, responsive and comprehensive marketing strategy Ensure a consistent management of customer experience over multiple touchpoints Overcome issues around integration, time and resource scarcity, lack of trust and transparency, and a weak management mandate to push forward with collaboration DEFINE AND IMPROVE YOUR IMPACT ON THE BOTTOM LINE HOW NEW DATA SOURCES HELP YOU PROVE YOUR WORTH IN THE BOARDROOM ● ● ● Understand the impact of each marketing initiative in isolation and together Determine which channels and campaigns deliver ROI Translate complicated new metrics and measurements into engaging insight the board can buy into

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