Improving marketing effectiveness

We’ve had some great speakers at the Forum this year.  Two recent speakers on the theme of improving marketing effectivness were:

Aly Richards, Chief Experience Officer at idioplatform, on implementing a “Next Best Content” approach for client, Guinness.  This was really fascinating stuff and an early indication of how brands are developing a personalised conversation with customers which extends beyond the products and services that we deliver.  Amongst other things, Aly talks about the role of the marketer as a “curator” of content.
CCMF video: http://www.youtube.com/watch?v=iA4xG5fu5Sw

Becky McQuade, Commercial Research Manager at Sky presented on improving online engagement.  She talked about the use Sky has been making of a tool developed by Cranfield doctoral researcher, Anne Mollen, for profiling the engaged consumer.  This has been helping to make online advertising more effective.  Becky and Anne recently won an award for Best Research & Insight Project at the Association
of Online Publishers Digital Publishing Awards 2012

CCMF video: http://www.youtube.com/watch?v=ZNwAiG6QY60

Advertisements
This entry was posted in Campaign, CRM, Customer centricity, Customer experience, Customer insight, digital marketing, Marketing communications, marketing effectiveness and tagged , , , , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s