Seminars / Webinars
Building Marketing Intelligence
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It's not about being online or offline; the question facing brands today is how to be inline with changing consumer expectations. Here's a hint: it involves doing away with the digital divide. Increasingly digitally savvy consumers are demanding seamless, cross-channel experiences from their favourite brands.
This paper explores how traditional and digital data, through the evaluation of data sources, methodologies and tools, can intersect in order to facilitate an effective omni-channel experience.
Stephen Brown is the President and Partner of FUSE Marketing Group. And he happens also to be the Board Chair of the Canadian Marketing Association. We sat down with him recently to pick his brain, to find out where he’s been, where he’s going and what makes him tick. And as it turns out, he’s a wealth of information, experience and fun little anecdotes. Here’s what we learned...
Over the last two years, there’s been a surge in data collection -- according to IBM, 90% of the world's data has been created in this time frame.
Data collection has and continues to be an integral part of most organizations’ mandate. As B2B marketers, we collect data from various sources that include, but are not limited to, sales, digital interactions, point-of-sale transactions, customer feedback, lead collection as well as referral and reward programs.
How do you react when an expert advises you to be disruptive? And to engage in “growth hacking”? What the heck is all that about? Why can’t we stick to digital marketing, social media and customer experience management? At least those make sense! But that’s the whole point of it -- you want to go beyond just making sense.
In a previous blog, I wrote about the impact of confidence on a social media team's efficiency and effectiveness in the world of social media response.
As mentioned in the blog, those responsible for responding on behalf of a brand are not earning enough salary to take the reputation of that brand upon their own shoulders. They have access to the same media that we do.
More than ever, companies are adjusting their marketing programs and customer experience (CE) offerings to account for one of the greatest threats to business success: lack of convenience. You’ve probably heard the recent viral sensation that was a disastrous customer service call with a certain cable provider in the United States. While this example offers a wealth of lessons of what not to do in customer service, there’s an overarching theme here: offering simple, easy, quick and convenient service will go a long way to building up your reputation -- doing the opposite can hurt your bottom line.
That’s a wrap on Digital Day 2014. We looked at the case studies. We heard the experts' gospel. We debated the tough issues...and we disagreed a good bit. But there was a general consensus on the most important points, like what's ahead for marketers.
A well-constructed brief ensures marketers, advertisers, and creative leads are all aligned and working towards the best possible outcome for any campaign and/or brand development.
Selecting which channels should be the focus of your marketing activity for any given campaign is no longer a simple matter. This whitepaper addresses the strategic questions that channel and marketing leaders should be asking themselves when reviewing and considering their mix of channel choices.
Building on a previous post on mobile marketing for non-profits, I recently spoke with Claire Kerr, Director of Digital Philanthropy at Artez Interactive. She offers some helpful advice to NFP leaders on how to build internal support for investment in mobile fundraising campaigns.