Last week marketers from across the country convened at the Millennium Broadway hotel in New York City for the annual Integrated Marketing Week conference put on by the Direct Marketing Association (DMA).
This two-day event title sponsored by Selligent featured sessions that highlighted current marketing tactics, trends and technologies as well as a chance to network with leading minds in the industry. The program offered three different tracks within the marketing umbrella for attendees to choose sessions from: Engaging the Consumer, Driving Change and Optimizing for Insights.
Whether attendees were looking for insight on how to turn data into actionable insights that increase the ROI of their marketing efforts, strategies on how to attract customers and delight them with a consumer experience or looking for ways to fine tune their marketing team performance – there was a session for you. Presenters for these sessions represented a myriad of reputable companies such as GameStop, TGI Fridays, Google, IBM, Gap and Facebook.
Selligent’s Chief Marketing Officer Nick Worth participated in two panel discussions: Integration Across State and International Boundaries and The Rules of Engagement.
Integration Across State and International Boundaries
There are an estimated 20,000 multinational companies based here in the US that average around 45% of revenue from beyond these borders. With so much dependent on overseas markets, it is essential to not only know and understand your international audience, but also understand how to apply that knowledge to your marketing and what effects it has on your touch points. But it doesn’t stop there: the differences between states is also wider than you would think.
Ask the Experts: The New Rules of Engagement
In the Trust Revolution, marketers must play by new engagement rules if they want to stay a step ahead of the competition. It’s not enough to tailor your message, you need to know where and when your customers are, and make sure your message is compelling at each and every touch point. The goal is a flawless customer experience that will keep your customers coming back time and time again.
Ready for a quick recap? Here are the top 5 takeaways from this year’s conference:
- Mobile devices are here to stay. Over half of all google searches are now done from mobile devices and 50% of YouTube videos are watched on mobile devices. Marketers must embrace the shift to adapt their marketing to consumers on mobile devices. Download a Mobile Marketing Tipsheet here.
- Customer Centricity – One size does NOT fit all. By providing personalized, relevant content and offers on the right platform, in the correct format for consumers is key. Companies that work to gain insight into how, when and where their customers purchase will be able to formulate pertinent communications and offers and ultimately drive more sales.
- More emphasis on the customer experience! The journey from pre to post sales must be an enjoyable and memorable one. With pricing and reviews at the fingertips of the consumer – companies must create a more impactful experience that sets them apart from competitors.
- Retention Marketing – focusing on the lifetime value of a happy consumer. Customer satisfaction should be measured at all stages of the buying cycle. Consistent improvements to the customer experience combined with tailored offers and nurturing will keep customers loyal to your brand… and even be valuable asset to word of mouth marketing.
Beacons are the future. Beacons are devices that can transmit offers, coupons and information through an app. Beacons respond to:
- Distance: Move away from or closer to the beacon
- Temperature: Raise or lower the temperature of the beacon
- Light: Place the beacon in lighter or darker surroundings
- Movement: Shake or move the beacon
Lord and Taylor recently ran an experimental beacon mobile campaign where it gave consumers a promotional offer and an editorial piece. The result? It was the most engaging mobile campaign they have run to date.
As consumers change the way they access information and fill their needs, marketers must adapt to how they deliver their content and retain lifetime customers.