The document discusses the evolution of marketing to customer engagement. It notes that marketing professionals have always been responsible for understanding customers and defining products and protecting brand promises. However, the key imperatives of the new customer engagement profession in 2012 were to design culture and brand as one, create an engagement system to maximize value across interactions, and understand each customer as an individual. It discusses how customer engagement has evolved to involve co-creating with customers, employees, and partners as well as innovating personalized experiences.
The formula to success for digital experiencesSiegel+Gale
In today’s hyper-connected world, finding the right approach to creating digital experiences is no easy feat. It requires balancing customer, partner, and employee needs with brand opportunities and business needs, at all the right touchpoints.
It is more important than ever to align your digital strategy with those age-old, simple questions – the five Ws and the one H. They will increase your potential for happier users and better business outcomes.
So, ask yourself:
Why
Who
Where
What
When
How
17 B2B Women Marketers: One Question, Many ChallengesSiegel+Gale
In the spirit of International Women’s Day, as Global CMO of Siegel+Gale, I thought it would be intriguing to ask a sample of top female B2B marketers one question:
“What’s the #1 brand challenge facing B2B companies today?”
This question elicited thought-provoking responses. It is fascinating to hear from these 17 women, who come from a variety of industries including technology, healthcare and financial services.
The formula to success for digital experiencesSiegel+Gale
In today’s hyper-connected world, finding the right approach to creating digital experiences is no easy feat. It requires balancing customer, partner, and employee needs with brand opportunities and business needs, at all the right touchpoints.
It is more important than ever to align your digital strategy with those age-old, simple questions – the five Ws and the one H. They will increase your potential for happier users and better business outcomes.
So, ask yourself:
Why
Who
Where
What
When
How
17 B2B Women Marketers: One Question, Many ChallengesSiegel+Gale
In the spirit of International Women’s Day, as Global CMO of Siegel+Gale, I thought it would be intriguing to ask a sample of top female B2B marketers one question:
“What’s the #1 brand challenge facing B2B companies today?”
This question elicited thought-provoking responses. It is fascinating to hear from these 17 women, who come from a variety of industries including technology, healthcare and financial services.
19 CMOs/CEOs Reveal Big Changes in B2B MarketingSiegel+Gale
Inspired by our recent B2BNow study, our Global CMO, Margaret Molloy, reached out to marketing executives to learn how the trend in consumerization of B2B has affected their marketing behaviors. See what they had to say.
Voice of the Prospect: The Future of SalesPeopleMetrics
Welcome to the future of sales. Trigger simple surveys to your prospects in order to get the best information possible. Save deals with simple course corrects.
A successful brand must create a meaningful brand experience for their customers. Our Global CMO, Margaret Molloy, asked a cross-industry sample of CMOs how they are showing their customers love. See what they said.
Maximize How You Individualize: because the Journey and Outcome Matter Nicholas Kontopoulos
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays marketers, but also explore some of the ways in which innovative brands are adapting to this 'New Reality’.
IS20G14 - This Changes Everything - Tim Cox, CarNowSean Bradley
Today dealers pay handsomely for multiple technology solutions that involve multiple employees spending dozens of hours and yet as an industry we still only sell 3% of cars online.
Why is that?
Key Takeaways:
Stop chasing customers. Start serving them!
Remove roadblocks and stop signs on your website. Go formless!
Adapt Real-Time Retail to Dealership Culture
IS20G14 - Philadelphia, PA
LIVE! Casino & Hotel
January 11-13, 2022
IS20G14 - The CRM Check-Up: How to Reexamine Your Sales Tools -Mark Vickery, ...Sean Bradley
When was the last time you evaluated your CRM? Priorities in the auto retail industry and within your dealership have rapidly shifted, and the way you use the CRM and other sales tools at your dealership should change, too.
The car sales process has evolved to become more personalized, flexible, and digital, and it's essential to make sure your dealership’s tools are keeping up. But with so many factors to consider in a tool as complex as a CRM, figuring out exactly what you’re missing can be an overwhelming task.
IS20G14 - Philadelphia, PA
LIVE! Casino & Hotel
January 11-13, 2022
IS20G14 - Yesterday's Everything is NOT Today's Anything: What's New for the ...Sean Bradley
Yesterday's Everything is NOT Today's Anything: What's New for the Automotive Industry
IS20G14 - Philadelphia, PA
LIVE! Casino & Hotel
January 11-13, 2022
John Simpson, Founder and CEO of One North Interactive, shares his insights on the challenges of modern B2B marketing, how things are changing and what we as marketers can do to keep up.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1ySQHBP.
Marketers have seen their jobs transformed over the past ten years. The transformation is happening again — but faster this time. According to The Economist Intelligence Unit's survey of 478 high-level marketing executives worldwide, sponsored by Marketo, more than 80% say they need to restructure marketing to better support the business. And 29% believe the need for change is urgent.
Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.
As many businesses increase their global footprints, corporate employees have the chance to work anywhere around the world. While job mobility provides the opportunity to develop new skills, broaden experience and cultivate professional networks, how does one prepare for job mobility and maximise the value of such an opportunity when it arises?
For those looking outside of your current industry, what are the important areas you need to take note of to ensure that you are emotionally, financially, and professionally ready for this next step?
Whether you are looking at progression within or outside your industry, in this talk I share some of the practical lessons I have seen work for myself, as well as for peers, when in comes to the development of my career.
3 Essentials Every Event Marketer Should Be MeasuringPat McClellan
Event Marketers own some of the most immersive and powerful touchpoints in the customer experience landscape, which puts us under increasing pressure to demonstrate return on investment. But are we losing focus on the Customer Experience and how that is linked to ROI?
Opus Chief Strategy Officer Pat McClellan explores how best to meet audience needs, while making the experience easy and enjoyable. Citing emerging research, historical trends, industry thought leaders, and the recent paradigm shift of getting ketchup out of the bottle, McClellan provides tangible and thought-provoking tips and KPIs you can use on your next event.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
19 CMOs/CEOs Reveal Big Changes in B2B MarketingSiegel+Gale
Inspired by our recent B2BNow study, our Global CMO, Margaret Molloy, reached out to marketing executives to learn how the trend in consumerization of B2B has affected their marketing behaviors. See what they had to say.
Voice of the Prospect: The Future of SalesPeopleMetrics
Welcome to the future of sales. Trigger simple surveys to your prospects in order to get the best information possible. Save deals with simple course corrects.
A successful brand must create a meaningful brand experience for their customers. Our Global CMO, Margaret Molloy, asked a cross-industry sample of CMOs how they are showing their customers love. See what they said.
Maximize How You Individualize: because the Journey and Outcome Matter Nicholas Kontopoulos
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays marketers, but also explore some of the ways in which innovative brands are adapting to this 'New Reality’.
IS20G14 - This Changes Everything - Tim Cox, CarNowSean Bradley
Today dealers pay handsomely for multiple technology solutions that involve multiple employees spending dozens of hours and yet as an industry we still only sell 3% of cars online.
Why is that?
Key Takeaways:
Stop chasing customers. Start serving them!
Remove roadblocks and stop signs on your website. Go formless!
Adapt Real-Time Retail to Dealership Culture
IS20G14 - Philadelphia, PA
LIVE! Casino & Hotel
January 11-13, 2022
IS20G14 - The CRM Check-Up: How to Reexamine Your Sales Tools -Mark Vickery, ...Sean Bradley
When was the last time you evaluated your CRM? Priorities in the auto retail industry and within your dealership have rapidly shifted, and the way you use the CRM and other sales tools at your dealership should change, too.
The car sales process has evolved to become more personalized, flexible, and digital, and it's essential to make sure your dealership’s tools are keeping up. But with so many factors to consider in a tool as complex as a CRM, figuring out exactly what you’re missing can be an overwhelming task.
IS20G14 - Philadelphia, PA
LIVE! Casino & Hotel
January 11-13, 2022
IS20G14 - Yesterday's Everything is NOT Today's Anything: What's New for the ...Sean Bradley
Yesterday's Everything is NOT Today's Anything: What's New for the Automotive Industry
IS20G14 - Philadelphia, PA
LIVE! Casino & Hotel
January 11-13, 2022
John Simpson, Founder and CEO of One North Interactive, shares his insights on the challenges of modern B2B marketing, how things are changing and what we as marketers can do to keep up.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1ySQHBP.
Marketers have seen their jobs transformed over the past ten years. The transformation is happening again — but faster this time. According to The Economist Intelligence Unit's survey of 478 high-level marketing executives worldwide, sponsored by Marketo, more than 80% say they need to restructure marketing to better support the business. And 29% believe the need for change is urgent.
Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.
As many businesses increase their global footprints, corporate employees have the chance to work anywhere around the world. While job mobility provides the opportunity to develop new skills, broaden experience and cultivate professional networks, how does one prepare for job mobility and maximise the value of such an opportunity when it arises?
For those looking outside of your current industry, what are the important areas you need to take note of to ensure that you are emotionally, financially, and professionally ready for this next step?
Whether you are looking at progression within or outside your industry, in this talk I share some of the practical lessons I have seen work for myself, as well as for peers, when in comes to the development of my career.
3 Essentials Every Event Marketer Should Be MeasuringPat McClellan
Event Marketers own some of the most immersive and powerful touchpoints in the customer experience landscape, which puts us under increasing pressure to demonstrate return on investment. But are we losing focus on the Customer Experience and how that is linked to ROI?
Opus Chief Strategy Officer Pat McClellan explores how best to meet audience needs, while making the experience easy and enjoyable. Citing emerging research, historical trends, industry thought leaders, and the recent paradigm shift of getting ketchup out of the bottle, McClellan provides tangible and thought-provoking tips and KPIs you can use on your next event.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
3 Essential Metrics For Event MarketersOpus Agency
Event Marketers own some of the most immersive and powerful touchpoints in the customer experience landscape, which puts us under increasing pressure to demonstrate return on investment. But are we losing focus on the Customer Experience and how that is linked to ROI?
Opus Chief Strategy Officer Pat McClellan explores how best to meet audience needs, while making the experience easy and enjoyable. Citing emerging research, historical trends, industry thought leaders, and the recent paradigm shift of getting ketchup out of the bottle, McClellan provides tangible and thought-provoking tips and KPIs you can use on your next event.
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Different...SugarCRM
Data and technology have radically reshaped the marketing discipline from eyeballs to experiences. This shift has changed everything from how we engage customers across multiple channels, provide unique customer experiences in context, and even measure success. Join us as we examine 3 fundamental marketing shifts that have occurred in the last 24 months, learn how companies are leveraging these today as a competitive advantage, and ensure you and your clients are not marketing in 2014 like it is 2004.
CMO Exchange panel: 'CMOs as Change Management Operators' by Steven Cook, Vince Ferraro, Maribel Garcia-Rodriguez, Lorena Harris and Filip Wouters. #CMOExchange #CMO.com
How B2B buying and selling will change in 2020Shruti Kapoor
In this eBook, we have tried to answer questions like...
What are some of the new obstacles faced by other sales teams especially after the pandemic and what can you learn from it?
How has the buying process changed in light of COVID-19?
How can sales teams continue to have meaningful conversations?
Is it ok to be cold-calling or emailing prospects right now?
What type of messaging should be used in cold outreach to build relationships without pissing off your prospects?
What can sales, success & marketing teams do together in this time?
With layoffs dominating your team’s LI feed, how do you continue to motivate your sales reps?
This edition features The Most Influential CMOs that are at the forefront of leading us into a digital future
Read More: https://ciolook.com/the-10-most-influential-cmos-to-follow-2023-april2023/
The Leader Story 02 - The new marketing dynamic of co-creation age, by R3 Wor...Advertising Vietnam
Đã có thời, vũ khí bí mật trong Marketing là “tốc độ” - ai ra mắt trước, người đó (có nhiều cơ hội) thống lĩnh thị trường. Câu chuyện X-Men “tay trắng làm nên” vẫn còn được nhắc đến rất nhiều.
Rồi vũ khí tiếp theo là “quy mô” - tung sản phẩm nhanh, nhiều thương hiệu, portfolio mạnh tạo nên lợi thế cạnh tranh tuyệt đối. Đó là thời điểm của Unilever, Masan, Vinamilk…
Sau “quy mô” là “sáng tạo”, đặc biệt trên môi trường digital. Những case study của Coca-Cola, Close-Up (Unilever) hay gần nhất Bitis (và… Điện Máy Xanh?) đã chứng tỏ sự khác biệt sáng tạo có thể làm nên thành công vang dội cho thương hiệu.
Khi việc làm ra một chiến dịch truyền thông sáng tạo không còn là “đặc quyền” của các tập đoàn lớn, thì câu hỏi của các marketer là “Vũ khí bí mật tiếp theo sau “sáng tạo” là gì?”
Câu trả lời có lẽ Đồng Sáng tạo - Co-Creation.
Tinh thần Đồng Sáng tạo vốn rất quen thuộc trong mảng Marketing tại các quốc gia phát triển (như JWT đã đồng hành cùng Unilever từ năm 1902 hay quan hệ giữa các tập đoàn Nhật Bản) nhưng (có vẻ) chưa phổ biến tại Việt Nam, khi gần 80% dự án Marketing hiện tại vẫn dựa trên nguyên tắc Pitching (đấu thầu).
Với tinh thần Co-Creation, client và agency đồng hành trên những mục tiêu chiến lược và dài hạn - tạo dựng từ nền tảng cam kết và tin tưởng. Chính Co-Creation là một trong những nhân tố giúp nhà máy sữa Trường Xuân thuộc công ty Đường Quảng Ngãi từ vị thế khiêm tốn “lột xác” trở thành VinaSoy - doanh nghiệp 3.000 tỷ doanh thu (hơn 80% thị phần sữa đậu nành). Đi cùng thành công đó là The Purpose Group - agency đã đồng hành cùng Vinasoy hơn 5 năm.
Tinh thần Co-Creation yêu cầu một cách vận hành marketing và hợp tác hoàn toàn khác, vốn không thể đạt được với cách làm “marketer tự lên chiến lược - đưa agency thực thi” truyền thống. Vậy bí quyết nào để mang tinh thần Co-Creation vào chiến lược lẫn hoạt động hàng ngày?
The Leader Story 02 sẽ trả lời câu hỏi này qua phần chia sẻ của:
* The new marketing dynamic of co-creation age
Ms. ShuFen Goh - Principal & Co-Founder, R3 Worldwide. President, Institute of Advertising - Singapore
R3 - tập đoàn tư vấn hàng đầu thế giới về marketing effectiveness cho các tập đoàn hàng đầu như Unilever, Samsung, Coca-Cola, McDonald, Adidas sẽ chia sẻ về cách những người tiên phong này đang xây dựng và vận hành bộ máy marketing của mình.
(Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denv...LaneTerralever
Marketing and technology are in lockstep, and marketing channels, methods and techniques will continue to be added and to evolve at an increasing rate. This presentation will takes you through the ins and outs of content marketing and marketing ROI.
Speaker: Scott McAndrew LaneTerralever Chief Strategy Officer
The Future of the Brand and Marketing FunctionThe Team
We’ve all experienced the significant technological and societal changes over the past decade, and none more so than those working in the function of a brand or marketing. At the sharp end of staying ahead of the curve, brands and how they market themselves have evolved; redefining experiences to connect better with audiences, embracing the benefits (and challenges) of technology and rising to meet increasing demands and competitive noise. And that has never been more true than right now.
So, what’s been the impact of this continuous change and challenge on the people and structure of the brand and marketing function within organisations? Has there been a natural evolution in response to the changing world around us? Or is there still too much adherence to traditional structures, skills and ways of working?
In partnership with The Introduction we hosted a roundtable session with senior leaders to discuss the role of the functions; the role of agencies; the impact of agile working on the brand and marketing functions and the likely skills we will all need to adopt in the future.
We’ve all experienced the significant technological and societal changes over the past decade. That’s being fast tracked now – the question is, how do we learn from this.
Download the white paper for free here: http://campaign.theteam.co.uk/the-future-of-brand-marketing-functions-white-paper
Thank you to our contributors:
- Wendel Hofman, Brand Manager at Aegon
- Jill Murray, CMO at Arcadis
- Katharina Manns, Head of Marketing & Communications at Arvato Supply Chain Solutions
- Mark Evans, Managing Director Marketing & Digital at Direct Line
- Eugenie Biddle, Head of Brand & Customer Communications, NS&I
- Joslin Myrthong, SVP & Head of Marketing at Telenor
- Jan Broers, Senior Marketing Manager at Uniper
Conversant what the bleep does personalized marketing really meanConversant, Inc.
Outlines the essential components of a personalized marketing strategy and solution. Simplifies the process of identifying the right approach to personalization for any brand.
Decoding The Chief Customer Officer: How forward thinking retailers are evolvingFran Sykes
Innovation in retail does not apply only to systems and models but also to having a customer-centric organisational design that enables operational excellence. This abbreviated report details some of the background, rationale and implications of appointing a Chief Customer Officer as per original research conducted by ORESA Executive Search
Similar to #MarketingShake – Jon Busman – Winning: Como los líderes de Marketing capturan al cliente conectado (20)
Optimización de Experiencia de usuario. Experiencia de Usuario en Plataformas y Flujos.
Orador: Franco Lacrampette: Gerente de Nuevos Negocios en Garbarino.
Optimización de Experiencia de usuario. Experiencia de Usuario en Plataformas y Flujos.
Orador: Lucas Drumond: eCommerce SR Manager en Whirlpool Brasil.
Customer & Business Success
Trazabilidad end to end de la salud del negocio y satisfacción del consumidor.
Nicolás Valenzuela: Customer Success Director en VTEX.
Herramientas para obtener insights SEO e incrementar tus visitas & ventasamdia
- Cómo definir una Estrategia SEO para mi negocio.
- Cómo definir el potencial de tráfico y ventas orgánicas.
- Las 5 Principales herramientas recomendadas en SEO.
- Search Console: Cómo interpretar métricas para tomar decisiones y medir resultados.
Orador: Santiago Torregrosa - Client Experience Director en Punto Rojo.
Modelos de atribución integrandi ON/OFF. Afianzando la transformación digital para gestionar el marketing
Priscila Pipman - Directora Comercial en Infobae
Cómo generar resultados y generar ventas en el canal digital. Estrategias efectivas para sitios de comercio electrónico en retail. El rol de los descuentos, los productos, la financiación y cómo manejar una política de precio según el canal.
ORNELLA DI CATALDO
ECOMMERCE MANAGER EN WHIRLPOOL ARGENTINA
Precision Audiences: Integrando Data On-line y Off-line para Digital Marketingamdia
Gracias a la transformación digital cada día tenemos más datos y herramientas para llegar a las audiencias target, pero ¿realmente logramos explotar toda la información del mundo virtual sin perder de vista la información del mundo físico? Exploremos algunos casos de empresas que lograron combinar ambos mundos teniendo una verdadera visión 360° de las personas, potenciando lo que un usuario hace como cliente con la estela que deja a lo largo de todo el mercado.
IANIV ROZENBAUM
GERENTE DE MARKET ENGAGEMENT EN EQUIFAX
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
3. @namsub #marketingshake
In February of 2012, The New York
Times published an article that gave
us a glimpse of the future
practice of marketing.
4.
5. @namsub #marketingshake
Responsabilidades atemporales para los profesionales de
Marketing
Siempre hemos tenido la responsabilidad de conocer al cliente.
Siempre hemos sido responsables de definir qué llevar al
mercado y cómo hacerlo.
Siempre hemos protegido la promesa de marca.
6. Diseñar cultura y marca para que sean una.
Crear un sistema de engagement que maximice la
creación de valor en cada toque.
Entender a cada cliente como individuo.
2012: Los tres imperativos de una nueva profesión
8. Leading practices deliver leading results
1.8x Gross Profit
3.4x Net Income
2.4x Stock Price
*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights
The Top
20%
9. Siempre hemos tenido la
responsabilidad de conocer al
cliente.
Siempre hemos sido
responsables de definir qué
llevar al mercado y cómo
hacerlo.
Siempre hemos protegido la
promesa de marca.
Diseñar cultura y marca
para que sean una.
Crear un sistema de
engagement que maximice
la creación de valor en
cada toque.
Entender a cada cliente
como individuo.
Atemporal 2012
10. Conocer cada cliente y momento en contexto
2014: Evolución al Customer Engagement
14. ¿Qué momentos le importan más a tu cliente?
• What are those moments worth to your brand and your company?
• What information do you need to engage in these moments?
• Where could you get that information?
• Who in the organization needs that information?
15. Innovar y escalar experiencias personales que sean
relevantes y gratificantes
2014: Evolución al Customer Engagement
16.
17.
18. ¿Qué esperiencia presonal gratificante puedes dar en ese momento?
• Is it a negative or positive moment?
• Can you connect multiple positive moments, or reverse a negative one?
• Can you provide utility at little to no marginal cost to you?
• Can you use digital to augment or reinforce physical interactions?
• Can you turn a sale into a service? Or post-sales into marketing?
23. ¿ Con quién necesito colaborar para ejecutar?
• Are you enabled to collaborate?
• Who holds customer information or touches relevant to this moment?
• What teams can you build to align skills, budget and buy-in?
• Can you ask your customers, clients or partners to be a part of the
solution?
• Can you do it at speed and scale?
24. @namsub #marketingshake
Marketing es ahora Customer Engagement
Co-crear con clientes, empleados y partners
Innovar y escalar experiencias personales que sean
relevantes y gratificantes
Conocer a cada cliente en contexto
Los tres imperativos de una nueva profesion de Customer Engagement
25. IBM Institute for Business Value
CVCV
Some C-suite relationships matter more than others
CEO CIO
CMO
CEO CFO
CMO
CEO CFO
CHRO
CEO-CIO-CMO CEO-CFO-CMO CEO-CFO-CHRO
35%
more outperformers 32%
more outperformers
37%
more outperformers
26. IBM Institute for Business Value
CEOs say the ability to collaborate across
the board is the most important attribute
for success
50%
Collaboration
Collegiality, teamwork, alignment
27. IBM Institute for Business Value
Each CxO can make a major contribution
28. Conoce al cliente de telefonía involucrado
62% research via social networks
84% want to order online – return to store
They trust customer reviews 12x more
than company statements
28
Expects a response within 5 minutes when
contacting a company via social media
Is willing to trade her information for a
personalized offering
31. @namsub #marketingshake
Ignite And Grow
Customer Relationships
Convert Digital
Prospects To Loyal Customers
Curate Meaningful
Customer Interactions
Deliver Empowering
Digital Experiences
Understand
Your Customers
Deliver Exceptional
Experiences Across
All Channels
Maximize Sales,
Profit And Shopper Loyalty
Serve And Delight
Your Customers
Reinvent And
Automate Complex B2B
Sales Processes
Personalize The
Store Experience
32. @namsub #marketingshake
Ignite And Grow
Customer Relationships
Convert Digital
Prospects To Loyal Customers
Curate Meaningful
Customer Interactions
Deliver Empowering
Digital Experiences
Understand
Your Customers
Deliver Exceptional
Experiences Across
All Channels
Maximize Sales,
Profit And Shopper Loyalty
Serve And Delight
Your Customers
Reinvent And
Automate Complex B2B
Sales Processes
Personalize The
Store Experience
35. @namsub #marketingshake
14 de
Agosto
2015
14 de
Agosto
2015
Gracias!
Jon Busman @namsub
IBM Marketing Studies
Ibm.biz/marketingshake
Co-Create with IBM
Gonzalo Luthard Gutierrez
gonzalog@ar.ibm.com
Editor's Notes
Winning: How leading marketers captivate the connected consumer
The rise of the connected consumer has radically reshaped the marketing discipline. Today, captivating your consumer with a seamless experience as they engage across your organization is a necessity. The reshaping of marketing has changed our understanding of consumers, how we can use data and technology to provide unique and personal experiences, and even who we partner with to achieve success. Join us as we examine 3 fundamental marketing imperatives that leading companies are using to achieve a competitive advantage. All the while learning how you can transform your practices to become a marketing winner in 2014.
In February 2012, The New York Times published an article by Charles Duhigg (Doo-hig) titled, “How Companies Learn Your Secrets.” It was a story that simultaneously captured:
The future of marketing
Some very interesting possibilities for me as a customer
And some chilling risks about the new responsibilities in this era.
Look at the lead paragraph of this article. It says so much about our topic—the future practice of marketing.
These 64 words capture:
The promise of what marketing is becoming…finding a way to serve customer needs, even in advance of that customer being able to voice what he or she wants from us.
A way of serving that customer based on a fuller, more personal picture of what that individual wants.
How data—and analytics—are becoming core to the profession. And how that is changing the skills we require, and what collaboration looks like. The critical partnership in the article is between a statistician and his marketing colleagues.
And we see the responsibilities in security and privacy measures we must now rise to. The phrase…“even if she didn’t want us to know”…now that has tremendous implications.
Now, of course, executives do their reading on Sunday too. Did any of you get a call from your boss asking, “Do we have this predictive capability?”
But perhaps more than that, the bigger point of the article is actually about what motivates and compels a customer to behave in new ways. And by implication, what is marketing’s role in helping customers develop new habits of choosing our companies--authentically desiring to do business with us?
So let’s talk more about how our profession is changing. And let’s start with what most agree are the timeless responsibilities of marketing.
For a long time, marketers have had three big marketing responsibilities:
Marketers have always been responsible for knowing the customer.
Marketers have always been responsible for defining what to market,
and how to market.
Marketers have always protected the brand promise.
How are these responsibilities changing? Over the past year, IBM talked with more than 1,700 CMOs, analyzed academic writings, took a look at what content and ideas were shared through social media, and interviewed several CMO CIO Leadership Exchange participants. Based on that, this is where we collectively think our profession is going.
Marketers have always protected the brand promise.
In a world of radical transparency, each experience with the company is a test of its promise. And while we once lived in a world where gaps between that promise and reality were experienced by, well, those who experienced them, in an interconnected world a poor experience travels into the realm of social media out to tens, hundreds, thousands or, in some cases, millions of other people’s lives. That magnification also works in the reverse—positive experiences are magnified. One CMO summed it up as: “How we are is who we are.”
Our new role is to put the best insurance policy in place: to build a brand and culture that are authentically one.
This study covers 4,183 face-to-face conversations with CxOs in 70 countries
8,000+ clients in more than 50 countries
#1 in market share for marketing automation*
#1 in market share for Digital Agencies**
7th consecutive year powering more US Top 500 online retailer sales
65% of most influential CMOs use IBM solutions
For a long time, marketers have had three big marketing responsibilities:
Marketers have always been responsible for knowing the customer.
Marketers have always been responsible for defining what to market,
and how to market.
Marketers have always protected the brand promise.
How are these responsibilities changing? Over the past year, IBM talked with more than 1,700 CMOs, analyzed academic writings, took a look at what content and ideas were shared through social media, and interviewed several CMO CIO Leadership Exchange participants. Based on that, this is where we collectively think our profession is going.
Marketers have always protected the brand promise.
In a world of radical transparency, each experience with the company is a test of its promise. And while we once lived in a world where gaps between that promise and reality were experienced by, well, those who experienced them, in an interconnected world a poor experience travels into the realm of social media out to tens, hundreds, thousands or, in some cases, millions of other people’s lives. That magnification also works in the reverse—positive experiences are magnified. One CMO summed it up as: “How we are is who we are.”
Our new role is to put the best insurance policy in place: to build a brand and culture that are authentically one.
Banco Itau Argentina is an example of an organization that understands each customer as an individual.
The bank developed predictive models to identify which customer were most likely to respond to a promotion or account offering.
They implemented a cross-selling system which anticipated the next best offering likely to interest a customer.
In order to optimize the engagements, a sales optimization system was introduced that measured expected revenue from the engagement and aligned that with cost of making the sale.
This enables a customized dialog and personalized product offer based upon particular customer needs.
By understanding each customer as an individual, Banco Itau Argentina reported a 40% higher contribution margin from their existing customers and 60% higher contribution margin from new customers.
Nordstrom understands their customer as an individual.
This understanding goes beyond purchase history and preferences to an awareness of how online ad impressions directly and indirectly influence their purchases.
Nordstrom’s click through rates on online ads was extremely low, yet there was evidence of a downstream effect of these impressions.
Nordstrom started tracking web site visitors from the moment they see an ad, even if they never clicked it.
Hours, days, even weeks later when the customer visited nordstrom.com they were able to link that visit with a previous online impression; signaling they may have indirectly influenced the individual customer.
The newfound customer understanding allowed Nordstrom to optimize campaigns, grow sales, and improve ROI by 15% with no increase to the marketing budget.
What are that moments that matter most
Which create the biggest opportunity to disappoint or delight your clients?
Can you turn a negative moment positive?
What level of granularity of context is needed to enhance the moment?
Are you empowered throughout the enterprise
Can you innovate rapidly and adjust
Can you scale and do you have the right tools to do so
What is the nature of the brand, who can help you deliver the experience (customers, employees, partners)
Who are the stakeholders
What changes would you need to make at speed and scale
Marketers have always protected the brand promise.
In a world of radical transparency, each experience with the company is a test of its promise. And while we once lived in a world where gaps between that promise and reality were experienced by, well, those who experienced them, in an interconnected world a poor experience travels into the realm of social media out to tens, hundreds, thousands or, in some cases, millions of other people’s lives. That magnification also works in the reverse—positive experiences are magnified. One CMO summed it up as: “How we are is who we are.”
Our new role is to put the best insurance policy in place: to build a brand and culture that are authentically one.
Telefonica drastically increases sales and lowers costs by using highly detailed profiling and call analysis to send only customized marketing communications to its customers
Better Business
Using call data, demographics and predictive modeling to offer customers the products and services that match their needs and lifestyles.
Leveraging detailed segmentation and customized communications via text and email to anticipate what subscribers need and present it at just the right time. Telefonica created a system of engagement that executes 200 campaigns per month, coordinating and optimizing its outreach based on customer response.
They started by understanding their customer as an individual by their purchases, behavior, and external data.
The system then gathers data from throughout the enterprise to learn how their customers are using their services across voice, data, and SMS.
Mobile communications subscribers are targeted with highly individualized offers specific to their calling, texting and web browsing patterns.
Subscriber demographic data is used help design products and market strategies for similar prospects
Telefonica has realized a 30% increase in revenue from direct marketing, 80% reduction in marketing campaign costs, and see a 5x sales increase on campaign launch days.
Through the system of engagement, Telefonica is able to continually evolve the customer profiles, devising creative campaigns and optimize personalized marketing.
Let’s talk about expanding the definition of marketing and breaking down siloes.
If you have ever been delayed, frustrated and stuck at an airport, you know what a nightmare that can be and all you need is a little piece of information.
AirFrance KLM recognized this as an opportunity to seize the moment and turn a frustrating situation into a positive moment of engagement.
Working together, the marketing team led an effort working with the customer service team to deploy a marketing system of engagement which informs and alerts their customers – in near real time for flight delays, cancellations, gate changes and additional check in options that customer may have.
To show that personal connection, AirFrance KLM chose to provide this customer service, delivered via mobile messages, at key points along the customer journey.
As a result, the number of customer calls have dropped and the cost of handling individual calls has decreased dramatically.
And, their customers open and click rates have increased because they have become a trusted source of valuable information at the right moment.
What are that moments that matter most
Which create the biggest opportunity to disappoint or delight your clients?
Can you turn a negative moment positive?
What level of granularity of context is needed to enhance the moment?
Are you empowered throughout the enterprise
Can you innovate rapidly and adjust
Can you scale and do you have the right tools to do so
What is the nature of the brand, who can help you deliver the experience (customers, employees, partners)
Who are the stakeholders
What changes would you need to make at speed and scale
Marketers have always protected the brand promise.
In a world of radical transparency, each experience with the company is a test of its promise. And while we once lived in a world where gaps between that promise and reality were experienced by, well, those who experienced them, in an interconnected world a poor experience travels into the realm of social media out to tens, hundreds, thousands or, in some cases, millions of other people’s lives. That magnification also works in the reverse—positive experiences are magnified. One CMO summed it up as: “How we are is who we are.”
Our new role is to put the best insurance policy in place: to build a brand and culture that are authentically one.
Children’s Medical Center approached their authentic culture and brand in a different way.
Children’s Medical Center created customer advocates and private support communities, allowing customers to easily interact.
This allowed for parents of the patients to network and facilitates an exceptional customer experience.
No only does Children’s Medical Center benefit from this customer experience which differentiates them, they also experienced a 75% reduction is clinic phone calls.
Mondelez, Snack food purveyor and owner of Kraft Oreos and Philadelphia Brand Cream Cheese, is taking engagement in the moment to new levels. “Dunking in the dark” became a phenomenon when the lights went out at Super Bowl XLVIII. Oreo tweeted “you can still dunk in the dark” and viewers responded in droves. Mondelez also found a new cure for the sweet tooth thanks to Pinterest. Users were posting recipes for “Oreo balls” made from crushed cookies and Philly cream cheese. Mondelez jumped into action, getting stores to co-locate this unlikely but popular combo with the “Oreo ball” recipe. Sales shot up.
Mondelez took even more engaging action in China to get Chinese consumers to embrace the cookie. After struggling for years with a traditional marketing approach, Kraft decided to reintroduce the cookie using a series of social campaigns. Most effectively, Kraft hired NBA Basketball star Yao Ming as a brand ambassador. Then using online gaming, Kraft encouraged Chinese consumers to compete online with Ming in Oreo “Twist, Lick and Dunk” contests. Mothers were then asked to share their “Oreo Moments” in an online diary on China’s popular QZone social network. According to Kraft, the results blew them away. Clicks on the online gaming site topped 1.2 billion, with nearly 5 million page views and 1.5 million unique visitors. The first six months of the social media campaign on QZone saw 38 million unique visitors and more than 40 million user-generated “Oreo Moments.” Since the inception of the first digital campaign, Kraft representatives report that sales of Oreos in China have increased by more than 80 percent and in-store sales in some regions have tripled.
And most recently, at the 2014 SXSW conference, Oreo took co-creating brand experiences to a whole new level by having people create their own Oreo flavor combinations – a slam dunk you might say…
What are that moments that matter most
Which create the biggest opportunity to disappoint or delight your clients?
Can you turn a negative moment positive?
What level of granularity of context is needed to enhance the moment?
Are you empowered throughout the enterprise
Can you innovate rapidly and adjust
Can you scale and do you have the right tools to do so
What is the nature of the brand, who can help you deliver the experience (customers, employees, partners)
Who are the stakeholders
What changes would you need to make at speed and scale
For a long time, marketers have had three big marketing responsibilities:
Marketers have always been responsible for knowing the customer.
Marketers have always been responsible for defining what to market,
and how to market.
Marketers have always protected the brand promise.
How are these responsibilities changing? Over the past year, IBM talked with more than 1,700 CMOs, analyzed academic writings, took a look at what content and ideas were shared through social media, and interviewed several CMO CIO Leadership Exchange participants. Based on that, this is where we collectively think our profession is going.
: out of 20 possible combinations of skills, three groups are particularly effective
Almost 30% of the world is online today and there are over 5 billion mobile subscriptions worldwide. Consumers are empowered and mobile and have all their research at their fingertips – they no longer trust the CSP but instead trust their friends on social networks – the ‘like’ status on Facebook from a friend carries the same weight to consumers today as 100 positive reviews from strangers.
At the same time customer advocacy in the telecommunications market is low – significantly lower worldwide than other industries such as retail, etc. Certainly CSPs have a more complicated and enduring experience with their customer for each sales cycle but the value of advocacy remains the same.
Advocates are 20% less likely to churn in the first 2 years, 20% more likely to stay 5 years or longer and most importantly, advocates allocate 12% more of their wallet-share spend with their CSP than antagonists do.
Source: IBM 2011 CMO Study Results for Communications
Create a personalized CSP customer experience
Optimize telecom marketing spend based on customer priority
Understand the customer through promotion, ordering, fulfillment, returns of consumer premise equipment
Identify customers who struggled with CSP engagement
Create effective offers based on customer’s dynamic experience
Provide a seamless shopping, ordering, fulfillment & returns via social, mobile, online & in-store experience
Leverage dynamic orchestration of customer orders including on-location/installs & drop-ship of Consumer Premise Equipment
Improve support experience by accelerating the customer's problem resolution & reduce call-handle time by shadow-browsing live customer sessions or the ability to replay any customer session
Create a consistent brand experience across channels
Monitor & curate customers to voice opinions
Enable partners & contractors with contextual customer dialog
Align resources to objectives, track budgets and expenses, and improve team collaboration
In February 2012, The New York Times published an article by Charles Duhigg (Doo-hig) titled, “How Companies Learn Your Secrets.” It was a story that simultaneously captured:
The future of marketing
Some very interesting possibilities for me as a customer
And some chilling risks about the new responsibilities in this era.
In February 2012, The New York Times published an article by Charles Duhigg (Doo-hig) titled, “How Companies Learn Your Secrets.” It was a story that simultaneously captured:
The future of marketing
Some very interesting possibilities for me as a customer
And some chilling risks about the new responsibilities in this era.
In February 2012, The New York Times published an article by Charles Duhigg (Doo-hig) titled, “How Companies Learn Your Secrets.” It was a story that simultaneously captured:
The future of marketing
Some very interesting possibilities for me as a customer
And some chilling risks about the new responsibilities in this era.