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