July 7, 2013
Advertising, CRM, Customer experience, Integrated Marketing Managment, Marketing
This was a question that surfaced during one of the many long judging sessions last week in the South of France where I got to preside over theMobile category, one of the 16 categories at the Cannes Lions International Festival of Creativity.
It caused quite a stir in the jury room. Some strongly argued that creative ideas and product ideas should not be in the same category, while others countered that real users don’t necessarily differentiate the two. Whether it’s a campaign or a product, brands are vying for people’s time. Another juror posed a slightly more existential question: Why would we assume campaign ideas are creative and product ideas are not?
This question about campaigns versus products was raised simply and partially out of confusion. However, it was also out of underlying–and perhaps unacknowledged–fear and insecurity. Do brands now have to compete against not only other brands but also companies outside of their immediate industry? And do agencies have to compete not only against other agencies but also companies that make products and services?
December 23, 2012
Call Centre, Customer experience, Industry Analysis, Integrated Marketing Managment, Technology, Trends
Working in today’s dynamic contact centers can be a challenge. Many traditionally inbound contact centers have been asked during these tough economic times to become profit centers in addition to their previous cost center status. Inbound contact centers are also being asked to provide a deeper connection with customers through strategic outbound calling.
December 22, 2012
Advertising, Creative, CRM, Digital Marketing, Direct Marketing, Integrated Marketing Managment, Retail
British marketer Burberry is rounding out its product-focused holiday efforts through a musical, animated social video that pushes the luster of its most technologically-advanced flagship store in London.
The label is sharing an 80-second video greeting card on a holiday microsite and via its social media channels that depicts “a festive night” inside the Burberry boutique at 121 Regent Street, London. Burberry is encouraging its fans to share the video as well.
December 2, 2012
Analytics, Auto, Brands, CRM, Customer experience, Customer Loyalty, Direct Marketing, Integrated Marketing Managment, Marketing
Right from the point a prospect comes in and we capture information which maybe transactional at that stage – Anurag Mehrotra,VP, Marketing, Ford India.
June 24, 2012
Analytics, Call Centre, Campaign Management, CRM, Customer experience, Data, Digital Marketing, Integrated Marketing Managment, Trends
Forrester Research of Cambridge, Mass. was making the case for marketing to take ownership of the call center as far back as 2004, but new trends are bringing the need for cooperation into sharper focus. Traditional marketing and customer service strategies are now unsustainable. Companies need to prepare for change by building connections between those two functions.
A proliferation of communication channels — among them, Internet sites and social media tools — is overloading traditional marketing messages
June 3, 2012
Analytics, Business Intelligence, Campaign Management, CRM, Customer experience, Customer Loyalty, Data, Digital Marketing, Direct Marketing, Integrated Marketing Managment, Marketing, Marketing Automation, Mobile, Trends
American Express is accumulating a “spend graph” database of its customers’ transaction data to help brands customise their mobile marketing to consumers.
January 8, 2012
Advertising, Company, Digital Marketing, Direct Marketing, Integrated Marketing Managment, Marketing, Trends
This week again a colleague of ours, Manish Gupta shares a case study on how Castrol used Facebook effectively as a platform during last year’s world cup.
During World Cup 2011 ‘Castrol World Cup ka Hero‘ wanted to create be the property on Facebook through content, daily contests, interactive posts, Facebook application and contest to create maximum visibility and reach out to a larger cricket fans on Facebook. The Outcome of the contest on Facebook with in a period of one month