Tech Section: Why customer nurturing technologies matter

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It’s really the coolest part of the conversation about customer nurturing. It doesn’t need to involve a great additional expenditure. Many of the same marketing automation technologies and analytics used in conventional marketing can be used to support customer nurturing.

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HR Section: Take baby steps to become a master

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It’s been said that becoming an expert requires 10,000 hours of practice, but people forget that what really matters is what you do with your hours, writes James Clear. Experts succeed by breaking down their learning process into individual skills that can be quickly mastered, ensuring that they master the basics before attempting to move on. “In many ways, they are advanced for that very reason: they understand the fundamentals better than anyone else,” Clear writes.

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Digital section: Why Storytelling Is The Future Of Digital Marketing

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We witnessed this back in 2013 when Lifebuoy came up with Gondappa’s story to help promote their ‘Help a child reach 5’ campaign. Though, at the core of the digital story was a corporate social responsibility by Lifebuoy to raise awareness on handwashing and personal hygiene, with the larger goal being the eradication of diarrhoea in Indian villages, the film was not looked at as a CSR campaign by an FMCG giant.

Launched exclusively for its Facebook fans, it quickly spread onto other social networks based on its sheer power of storytelling. The 3-minute film by the soap brand raked in 1.5 million views in the first three weeks of being launched. It even found itself in second place at 16 million views in the list of ’10 most viewed ads on YouTube in 2013’. The ad has crossed over 19 million views till date.

Lifebuoy did not try hard to sell its soap, but it sure did make a strong emotional connect with the masses. The brand purpose was established.

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Marketing Section: Voice Of The Customer: Do This, Not That

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A sensible approach to voice-of-the-customer is what’s needed for sustained customer experience business results. Make VoC the central focus for CXM — and for everything the company does! To do this, make sure your CXM resourcing enables facilitation of strategy, culture, employee engagement in continuous improvement, and everything else that’s needed to respond to and build upon inputs from “the hand that feeds you.
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Retail Section: The evolution of daily deals: Why card-linked offers trump Coupons

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Plink delivers a version of the card-linked offers Bank of America customers can access. The service allows users to rack up points using their everyday credit card for purchases at participating businesses such as Regal Cinemas, Burger King or Wal-Mart.

Unlike daily deals, Plink users don’t have to bring in coupons, have QR codes scanned or do any other type of unsavory hoop-jumping. The card-linked offer system happens by itself, giving users the opportunity to shop for what they want after creating an account. Once they have earned enough points, they can redeem them for gift cards for popular brands.

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Analytics Section: Building “Intelligence led” rather than an “Intelligence fed” organisations

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Retailing Section: Increasing trips and growing baskets at Walmart

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Walmart SVP of creative Andy Murray unveiled a new shopper marketing framework in which the retailer envisions a 17 point “retail moment of truth” customer journey at the Path to Purchase Institute’s annual Shopper Marketing Conference & Expo in Minneapolis.

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