The CMO Council teamed with IBM Digital Experience to evidence where and how digital content has become pivotal to the way companies and brands attract attention, entice engagement, acquire and grow relationships, encourage purchase and further word-of-mouth. This authority leadership program revealed best practices and techniques powering multi-channel interaction that is vibrant, collaborative, and impressionable across customer, partner and employee audiences.
By gaining deeper insights into customer behavior and intentions, marketers are becoming more adept at using every channel of interaction and every customer touch point to deliver more relevant and meaningful messaging, as well as more personalized, timely and valued offers and information. These are driving significantly better response rates, increased transactional volumes, higher consumer recall, and stronger customer affinity and advocacy.
With more and more digital content publishing, syndication, conversation and distribution channels proliferating, content has to be configured and produced in a multiplicity of formats and delivery modes to optimize consumption, recall, sharing, influence and action. This includes consistent and timely delivery of enriched content through eMedia tablets, smartphones, mobile apps, digital magazines, Web sites, customer communities, social media channels, online business networks, Internet forums, discussion groups, blogs, podcasts, on-demand webcasts, video portals, IPTV, web conferencing systems, and live virtual event environments.
"Brand Attraction From Enriched Interaction" documented the degree to which leading marketers are embracing new digital channels and content management technologies to realize the full value of rich media engagement, crowdsourced content, and mass-customized commerce through higher levels of personalization and tailored interaction. The high-profile, knowledge transfer initiative will bring together leading voices and top brand decision makers to gain perspectives and views, discuss shared interests and needs, as well as promote best practice adoption in this critical area of online marketing and business performance.