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From Marketing to Customer
Building and managing brands in the mind of the consumer is changing. Technology and especially social media and mobile have seen the consumer take more control and exert more influence over brands and business than ever before. The influence of a brand is not simply how it is communicated, but how the customer experiences at every touchpoint. Meanwhile organisations struggle to manage the customer experience because their legacy silo structures mean they have a fragmented view of the market. The opportunity and the evident trend is for the Chief Marketing Officer (CMO) to expand their remit to align the organisation to the customer and to influence the organisation to deliver the customer experience the customer demands. This is the Chief Customer Officer (CCO) and they are coming to a brand near you.
This was delivered on Thursday November 19, 2015 at The Hilton Sydney as part of the first Game Changers - a half-day conference dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing, in partnership with TrinityP3.
The speakers panel included the industry's best, who shed light on some game-changing innovations and strategies in digital marketing.
Ahmad, an e-commerce guru, talked about how even Australia's oldest bank manages to move and pivot at lightning fast speeds.
Content marketing expert, Vanessa Stavrou shared how Contiki convinces Aussie travellers to visit Wintery Europe through captivating video and programmatic marketing.
And last but not least, Darren Woolley, considered the Mr Wolf of Marketing Communications, shared his insights from working with many large global advertisers as a marketing consultant and discuss how an organisation needs to create a truly customer-centric strategy within your organisation using technology.