Point - Counterpoint: Services vs Product Marketing, Sumit Virmani, Infosys
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Very few companies have achieved success with products as well as services. Is there a difference in skillsets required? What are the attributes of a successful marketer in both cases? What do we need to do to build successful product brands?
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This document provides an overview of modern marketing capabilities and strategies. It discusses how marketers can now track individual consumer preferences and customize offerings. It also describes the wide variety of available communication channels and tools to listen to customers. The document outlines elements of an effective marketing plan, including messaging, media, promotions, and events. It distinguishes between paid, earned, and owned media and notes the importance of both company-generated and user-generated content. Finally, it suggests integrating reputation metrics like community contribution, sentiment, and engagement with traditional brand health metrics.
Content Strategy for Marketing Success
This document provides an overview of content strategy for marketing success. It discusses that content strategy should have:
1) A long-term customer-focused vision.
2) A strong calling card like the website.
3) A customized content process for different contexts.
4) A focus on architecture over writing to ensure useful, enjoyable content that tells the company's story well.
5) Evaluation of strategy based on measurable outcomes.
It then provides an example case study of how Yorke Communications helped B2B company Wolken Software strengthen its marketing through strategic content creation like blog posts, an eBook, and event marketing.
Should you be a marketing geek?
The document discusses how marketers can leverage technology in their roles. It outlines various technologies that marketers can use internally like data analytics and customer relationship management tools as well as external technologies for social media, mobile, and programmatic advertising. It also provides examples of the services that Paul Writer, a marketing advisory and services firm, offers to clients which include marketing programs, community management, and custom publishing.
Customer Experience by Cirque du Soleil
The document discusses India's emerging cloud economy and its role in digital transformation. It notes that cloud technologies are helping large enterprises in India reduce costs and improve processes, while also supporting growth and job creation among small and medium enterprises. The cloud is seen as enabling digital initiatives like Digital India, financial inclusion, e-governance and smart citizen services. Other sections discuss trends in India's multiplex industry like consolidation, growth potential from increased screens, and strategies to increase customer engagement and revenue through a "digital first" approach.
Account Based Marketing 2.0: An Integrated Approach to Growth & Innovation
The document discusses account-based marketing (ABM) and provides an overview of an ABM presentation. It defines ABM as treating individual accounts as individual markets and focusing on relationships, reputation, and tailored programs rather than just revenue. It also discusses the benefits of ABM for customers and sales teams, and provides examples of ABM strategies, implementation approaches, and how ABM relates to an organization's overall marketing strategy.
Engaging IT Decision Makers with Content
This document discusses how buyer behavior and the buying process is constantly evolving, with buyers being more informed and demanding. It notes that research shows what motivates the expanding "IT committee" of decision makers, which now includes more roles beyond just IT. This means marketers need an integrated approach, including using professional social networks like LinkedIn, which can provide content marketing solutions to effectively engage this diverse group through targeted advertising, content, and analytics tools. These solutions allow accessing the right professional audiences and exceeding marketing objectives.
Social Selling: Masterclass by Apurva Chamaria
The document discusses social selling and provides tips for implementing an effective social selling strategy. It outlines the 6 elements of social selling: understanding social platforms and creating a persona, publishing quality content, identifying prospects, listening to topics that interest prospects, approaching prospects, and engaging and nurturing relationships. It provides examples of how companies like IBM and HCL have successfully used social selling. The document also includes specific best practices and templates for activities within each element, such as writing customized LinkedIn invitations and finding conversation triggers to continue engaging prospects.
Cognitive Commerce
This document discusses how cognitive commerce helps an organization gather insights from customer data to improve their marketing and sales. It collects data through analytics tools on their websites to understand customer behavior patterns and trends. It then uses these insights to personalize communications and target customers through different channels like search and display advertising. The goal is to increase conversion rates and reduce dropouts by delivering tailored experiences. Cognitive commerce has allowed them to better understand customer needs and build communications sent at the right time through the preferred mode of the customer. This improves the customer experience through automated agents and contextual targeting across different stages of the purchase process.
Marketing Cognitive by Kiran Ajbani
This document discusses cognitive commerce and how cognitive systems can help enterprises become cognitive businesses. It describes three generations of cognitive systems with increasing abilities to understand the world through sensing and interaction, reason using hypotheses and arguments, and learn from experts and data. The document also provides examples of how cognitive capabilities can power an intelligent, personalized, omnichannel customer experience across different touchpoints from web to mobile to in-store.
Cognitive Commerce by Jessie Paul, CEO, Paul Writer
The document discusses how cognitive commerce can use social and customer data to help personalize and optimize a company's products, pricing, placement, and positioning. It explains that social data can help individualize products for customers, recommend additional items, and determine custom pricing and bundling offers. Integrating different customer data sources, like social platforms, purchase history, and location data, allows companies to gain more insights into customer preferences and send personalized messages, offers, and service levels. The document advocates for moving from siloed and manual processes to fully integrated and automated systems that allow real-time data flows to improve the customer experience across digital and physical channels.
Maximizing Marketing Moment
The document discusses how companies can use dynamic marketing strategies and social data to personalize the customer experience across different channels. It suggests that companies can individualize products, pricing, placement, and positioning based on a customer's profile, usage data, preference data, and affinity information from social platforms. The document outlines a process for integration from no integration to full seamless and real-time integration of customer data and recommendations across digital, out-of-home, in-home, and sensory channels to improve personalization.
Marketing Real Time Personalization
This document discusses maximizing marketing opportunities through an integrated omni-channel approach. It notes that the number of mobile devices now exceeds the global population. It presents a diagram showing how customer interactions can move between digital and offline channels, with the goal of delivering the right product offer at the right time through the most appropriate channel. The integrated approach aims to personalize customer experiences across multiple touchpoints.
Aditya Save: Maximizing Marketing Moment
This document discusses maximizing marketing opportunities in a digital world. It presents a marketing model with five stages: awareness, intent, relevance, influence, and preference. It argues that understanding consumer intent through data and segmentation can improve relevance and drive larger profit pools. Influencing consumers requires contributing valuable content on social channels. Overall, the key is using data and content to differentiate your brand, gain monopolistic interest among consumers, and test their willingness to pay a premium.
Red Book of Content Marketing
The document provides information about Yorke Communications, a digital and content marketing agency. It discusses Yorke's services such as content creation, social media management, and design. It also notes that Yorke has over 120 customers and a team of writers, designers, and digital marketing specialists. The document highlights that Yorke helps customers generate better business leads and ROI through quality, relevant content delivered through best practices. It also summarizes comments from Yorke's CEO about the importance of content marketing and its ability to generate leads and build brands.
REMARKETING: ENGAGING YOUR CONSUMERS ONCE AGAIN by Jessie Paul
This document discusses remarketing strategies to re-engage consumers. It suggests using social data to individualize product recommendations, offers, pricing, and placements. Retargeting consumers on different channels with new customized messages based on their behaviors can help drive purchases in a proactive rather than reactive way. An integrated approach across digital and physical channels with automated and contextual messages is recommended to provide a seamless customer experience based on profiles combining usage, preference and social data. Key takeaways are to add value through various consumer data elements, treat individuals customized rather than generically, ensure automation is contextual rather than automatic, and establish full integration of processes.
Frrole Inc
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