Smarter CommerceSmarter Commerce
Simple. Set marketing and IT closer to one another.
Leading companies are co tracking down marketing and IT teams while in the same office building to improve alliance and effectiveness, and they're cross training marketing and IT personnel in every other's disciplines. These easy alignments are proving valuable in permitting marketers to make the most of technological know-how to understand and engage Generation C customers, empowered with mobile phones and social media.
At Anheuser Busch InBev, earth's largest brewer, the VP of Information and Business Providers and the VP of Global Cable connections (CIO and CMO equivalents) have adjoining offices and run rotational training assignments for promotion and IT to cross pollinate competencies. Kellogg's, the $13 billion producer involving cereals and convenience foods, has dedicated an This team exclusively to advertising, with both in the same creating.
"That has created a lot of enablement for (Kellogg entrepreneurs) to not have to go running to your IT department and concern yourself with getting on a priority list advertising is the priority for that The idea team," David Cooperstein, VP and Practice Leader at Forrester Study, said at a recent online hosted by IBM.
Your Anheuser Busch InBev and Kellogg's examples were involving a host of thought provoking insights shared by David plus Yuchun Lee, Vice President and General Manager of IBM Enterprise Marketing Management (EMM), at the webinar, "How Specialist Marketers Use Innovative Know-how to Focus on Customers." (Your replay is available here). Read More
Compiled by Paul McNulty, Director of Marketing, Enterprise Marketing Management Group.
Is there a singlemost defining characteristic of the changing relationship between customers along with marketers? Arguably, it's innovation.
Think about it. Technological innovation has converted your customers into the mobile, multichannel, socially connected force they are nowadays. Smartphones let them check competing prices online while shopping inside a store. Social media lets them foundation buying decisions on the opinions of perfect strangers, and also write their own critiques of this brand. By leveraging advancement, these Generation C connected customers have turned your marketer/consumer relationship inside out.
What's a online marketer to do? Respond to innovation by using innovation, of course out innovate the connected customer.
But for entrepreneurs, it's not so simple because buying the latest 4G smartphone as well as joining an upstart social media site. Adopting innovative promoting technology requires strategically evaluating your existing systems and mapping a vision of how to Buy Mbt Australia achieve your objectives for customer acquisition, retention and revenue.
To give you the view of the marketing technology landscape, we've invited Forrester's Brian Cooperstein, Vice President and Practice Leader, CMO and also Marketing Leadership, to a Mondy, April 10 webinar, "How Pro Marketers Use Innovative Technology to Focus on Customers." To help quote David:
"In the world many of us live in today, which Forrester defines as the Age of the Customer, businesses need to look at how they provide marketing and technology options that have visible impact on the consumer." David will be joined by Yuchun Lee, Vice President and General Manager of IBM Enterprise Promotion Management (EMM), who will share information on innovations in the IBM EMM portfolio. Read More
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