Both can make a brand hot stuff if marketers use data to steer CX, says one data scientist.
“The old models [of marketing and tech] don’t play well in modern marketing, because marketers can’t react fast enough to customer actions,” RedPoint Global VP of Product Strategy Jason McNellis told me shortly after he joined the data management solutions provider. “Some customer data, such as location, is valuable for only a brief period of time. What that data provides is what I call perishable insights.”
Consumers’ omnichannel habits make marketing measurement problematic. It’s time to rethink what measures matter.
Marketing measurement has gone from difficult to, in some cases, practically impossible.
Consider: According to Forrester Research, 68% of customers use Internet-connected devices while watching TV. “This makes measuring extremely difficult,” Forrester analyst Tina Moffett said during her session at Forrester’s 2015 Forum for Marketing Leaders.
Executives from Alaska Air, John Wiley & Sons, and Vans discuss how digital and customer expectations are changing their approach to marketing.
Yvonne Genovese kicked off the Gartner Digital Marketing Conference reminding attendees that, in marketing, old and new are colliding: “The theory of ‘right’ [right customer/message/time/channel] is still here,” the Gartner group VP said, adding the caveat that the explosion of channels has many marketers challenged to get “right” right. “You have to find customers where they’re living,” she added. In many cases, she said, this means rethinking how marketing is organized, adding or changing roles, and learning new skills.
Avanade’s CMO asks and answers questions troubling many marketing leaders today.
“Everything is changing from a marketing standpoint,” Avanade CMO Stella Goulet said when we met to talk trends. “The fastest way to get to a mass [B2B] audience in the 1980s was the fax machine. Now, there are so many choices and so marketing is so complicated.”
Consumers make irrational purchase decisions; help them choose you.
A friend once said to me, “When it comes to shoes, ‘need’ is a relative term.” We’ve all experienced a similarly loose definition of need when making purchase decisions.
As Shar VanBoskirk, a Forrester Research VP and principal analyst, pointed out in her keynote at Forrester’s 2015 Forum for Marketing Leaders: Most choices are the triumph of “something” over reason.
If word of mouth (WOM) is technically a form of marketing, and customer experience is a driver of WOM—positive and negative—then brands that prefer positive WOM should do everything possible to ensure that their customer experience is worth talking about; that is, it’s outstanding, unique, extraordinary. Continue reading
The exaggerations in marketing are, well, overly exaggerated.
It’s not just the holiday season. It’s also predictions season, and I’ve spent the past few weeks immersed in reading predictions for 2015, 2016, and beyond. One trend I’ve seen within those predictions is the sweeping pronouncement of the end of X; for example, the complete demise of mass marketing within the next five years.
Over the past month I’ve read marketing forecasts, predictions, and recommendations from nearly 100 analysts, pundits, and practioners about what to expect in the New Year. Some were fairly, well, predictable. Others were pleasantly surprising. Here are exerpts from two of my favorites: