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Social media is a constant challenge and opportunity for automakers. As Erich Marx, Nissan’s director of interactive and social media puts it, if ROI is a bit unclear, the COI — cost of ignoring — is huge.
The automotive industry ecosystem should do more to leverage social media as a platform for driving business leads into sales pipelines, argues a new report by the Chief Marketing Officer (CMO) Council. Social media is stimulating extensive auto-related conversations and content that create major opportunities to identify likely buyers and engage them based on their preferences and purchase intent, according to the report, which is entitled “Turning Social Feeds Into Business Leads.”
The CMO Council is out with a new report today on the use of social media marketing in the auto industry. As might be expected, they find that social is broadly used for building engagement, brand awareness, customer loyalty and the like.
The automotive industry is changing dramatically as customers shop for vehicles, services, collision centers, parts and accessories, in new ways. With the growing popularity of online review and pricing sites, consumers are using the Internet more than ever before to research products, compare prices, search for promotions, make purchasing decisions, and provide feedback.
It doesn't come as a surprise to hear that a major challenge for organizations today lies in customer experience as they struggle to engage with customers across channels consistently and effectively. Many of us can relate to the negative experiences we've had with brands, and often ask ourselves this: With of all of the customer data and technology available today, how are brands still failing?
Omni-channel commerce, or uniting online and traditional brick-and-mortar channels and operations, finally became a reality for some retailers in 2013. Many retailers who currently do not have an omni-channel solution in place are looking to implement one in the coming years. With omni-channel still being one of the major buzzwords in the online retail industry, here are ten omni-channel trends to be on the lookout for in 2014…
Some 23% of B2B companies have deployed tablets in sales-related activities, according to newly-released results from Corporate Visions. The survey uncovers somewhat conflicting findings: few companies who haven’t yet deployed tablets have plans to do so, even though three-quarters of the respondents overall indicated that the ability to deploy content and coaching to salespeople’s tablets could improve sales activities.
The content marketing road is becoming a longer road to travel. In June 2000, there were fewer than 8 million websites. Today that number is greater than 750 million, according to Netcraft.com. The volume of content on websites—from white papers, blog posts, and eBooks to videos and webcasts—is strewn across each side of the road like flashing signs alerting us to important traffic information ahead or, in some cases, backfires.
With the marketing technology landscape constantly evolving, it’s a challenge for marketing pros to keep on top of the latest solutions and what they need to improve their programs and campaigns.
We sat down with the CMO Council’s vice president of marketing Liz Miller to sort through the biggest current trends in marketing tech, why it pays for marketers and IT departments to be on the same page and why it’s critical to do all of your homework before purchasing technology solutions for your team.
The rise of Big Data and digital marketing is dramatically changing the roles, responsibilities and relationships of Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs). In fact, marketing and technology are now so inextricably linked that Gartner predicts that by 2017, CMOs will actually outspend CIOs on technology purchases. As CMOs strive to meet consumer expectations for relevant experiences and CIOs use analytics and other tools to deliver relevance at scale and provide individualized experiences to consumers, the need for CMOs and CIOs to more closely collaborate is essential for business success in a Big Data environment.
Two out of three big business brands are planning to increase their focus and investment in engaging small to medium-sized business (SMB) customers over the next 12 to 36 months, according to a new study from theChief Marketing Officer Council and Penton, a business information services company. However, these marketers admit to shortcomings in their ability to access customer data, intelligence and critical vertical-market insights that can improve campaign effectiveness.
Business is built on relationships. Yet the most important relationship of all—between business and customer—seems to be the one that organizations are falling behind on, leaving them open to failure in what is the age of the customer.
One of the most basic rules of marketing is that in order to target, reach and pull in your customers, you need to first know exactly who those customers are. The problem is that most marketing executives don’t know nearly as much about small to medium-sized businesses (SMBs) as they should, which makes creating marketing campaigns for them difficult, to say the least. Considering that SMBs make up a huge segment of the market in North America, that’s a bit of a problem.
Any CMO will tell you that one of their ongoing business challenges is consistently engaging with both their existing and prospective customers across all channels. According to arecent study issued from the CMO Council, nearly 80 percent of senior B2B marketing executives admit that they fail to deliver updated news and insights about accounts and prospects to their sales organisations.
Marketers must make better use of data about their small-business customers
It’s a basic rule of marketing that knowing your customers is key to targeting, reaching and pulling them in. But when it comes to small and medium-sized businesses (SMBs), which make up a large chunk of all firms in North America, many marketing executives don’t know as much as they could.
Two out of three big business brands are planning to increase their focus and investment in engaging small to medium-size business (SMB) customers over the next 12 to 36 months, according to a study from the Chief Marketing Officer (CMO) Council and Penton, a business information services company. - See more at: http://www.eweek.com/small-business/marketers-turn-focus-to-small-business-customers.html/#sthash.TLAtdPRK.dpuf
Two out of three big brands are planning to increase their investment in targeting small- to medium-sized customers over the next one to three years, but most don’t have a clear understanding of the SMB market, according to a new study. The report, from the CMO Council and Penton, reported that 70% of marketers believe the SMB market is extremely important to their business.
America’s 23 million small businesses should represent a giant market for big companies, particularly as small businesses leave the Great Recession in the rear-view mirror and look to invest in new equipment. One problem: Main Street doesn’t seem to like large corporations much.
When it comes to small and medium-size business (SMB) customers, brands aren't playing around. According to the “Business Traction from Smarter SMB Interaction,” study by the CMO Council andPenton, 70% of marketers selling to SMBs deem the market extremely important. These brands don't just view SMBs as pawns in their marketing game
Enterprise brand marketers who sell to SMB audiences are planning to increase their SMB focus in the future, as the vast majority expect the market to grow to some extent over the next 3 years. However, only 8% of the respondents to the survey conducted by The CMO Council and Penton indicate that they have a complete 360-degree view of the SMB customer, and marketers identify numerous areas where there are gaps in their data.