Brand Attraction From Enriched Interaction

Creating an End-to-End, Multi-Channel Experience That Engages and Enlivens Customer, Partner and Employee Audiences With More Compelling and Relevant Content-Driven Commerce and Conversation

In partnership with:

Overview

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. 

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Facts & Stats

3 billion active Internet users (45% of the world’s internet users). - Jeff Bullas

Nearly 2.1 billion people have social media accounts. - Jeff Bullas

As millennials are more ‘experience-loyal’ than ‘brand-loyal,’ consumer engagement is quickly becoming a far more influential factor in building positive brand perception. - Loyalty360

29% of adults in developed markets trust what they hear about companies through social media more than information they see elsewhere, compared to 59% for emerging markets. - Nielsen

Fully engaged customers are 37% more likely to be loyal to banking brands. - Loyalty360

Customers who are fully engaged represent 23% premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer. - Neosperience

70% of buying experiences are based on how the customer feels they are being treated. -  Neosperience

86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations. - Neosperience  

Digital marketing spend is forecasted to increase to 35% of total budgets by 2016. - Marketeer

51 percent of companies who plan to increase their digital marketing budget in 2015, the average increase will be 17 percent. - Gartner

Sixty-eight (68) percent of respondents said that their company had a separate digital marketing budget. - Gartner

Only 34% of organisations have compiled a digital marketing strategy that’s incorporated into their marketing strategy. - Wersm

67 percent of marketers say increasing sales directly attributable to digital marketing campaigns is a top priority this year. - Forbes

Companies will spend $135 billion on digital marketing collateral this year. -  Webbiquity

Customer testimonials have the highest effectiveness rating for content marketing at 89%. - Webbiquity

Nearly three-quarters of US marketers believe customer response management on digital channels is important. - eMarketer  

Email marketing delivers the highest ROI (about $44 per dollar spent, on average) of any digital marketing tactic. SEO is #2. Banner ads have the lowest ROI. - Markthemarketer

Interesting content” is one of the top three reasons people follow brands on social media. - Slideshare  

72% of marketers think branded content is more effective than advertising in a magazine; 69% say it is superior to direct mail and PR. - Slideshare

Digital technologies influenced an estimated 49% of in-store sales last year ($1.7T), in line with previously-released projections and up from 36% the year prior. - Marketing Charts

Brands have only managed to improve their ability to satisfy consumers’ expectations by 7% this year. - Forbes

Interviews

GINA COLLINS

Chief Marketing Officer

Build-A-Bear

Build-A-Bear takes consumer engagement to a new level with its unique mix of entertainment-based marketing efforts that extend well beyond the initial... Read On

GAYLE BOCK

Director of Loyalty Marketing

T-Mobile

T-Mobile is embracing the “mobile” part of its company name by steering toward a mobile-focused marketing and business plan. Director of Loyalty M... Read On

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Studies & White Papers

May 2015 - Navigating The New Digital Divide - Deloitte

April 2015 - 2015: The Year Of The Big Digital Shift - Forrester

November 2014 - Presentation for CMO Survey 2015: Eye on the Buyer - Gartner

Articles

May 2015 - Why Content Marketers Should Double Down on Facebook in 2015 - Business2Community

May 2015 - How Digital Transformation Drives Cloud Demand - Business2Community

April 2015 - Digital Marketing Trends 2015-2016 - Power/Traffick.com

April 2015 - Brand Vs. Agency - Managing Digital Experience And The Age Of Digital Enablement - Forbes

April  2015 - Great Digital Customer Experience Must Be More Than Skin Deep - Forbes

March 2015 - Why Engaged Customers are Your Best Customers: Facts & Figures on the Value of Engagement - 12 ahead

February 2015 - 2015's Brands With The Most Loyal Customers -Forbes

February 2015 - The State of Digital Marketing in 2015 - Adweek

January 2015 - 3 Digital Marketing Mistakes To Avoid In 2015 - Forbes

January 2015 - 10 Statistics on Top Digital Marketing Strategies for 2015 - Business2Community

Books

Program Themes

  • Omni-Channel Marketing
  • CX Strategy
  • Commerce Trends
  • Big Data

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