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. 

Learn

Read

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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