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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • January 21, 2014

Marketing orchestration resonates with European marketers

Marketing orchestration reached a crescendo at the Responsys New School Marketing Tour in EMEA. Digital marketing leaders gathered in London, Stockholm, Copenhagen and Hamburg to hear how their peers are starting to evolve their mindset and marketing strategy around the customer. 

The mix of story sessions and panel discussions provided a lively environment in which participants could learn and share their experiences. The discussion centred on why marketers need to focus less on the campaign calendar and more on orchestrating marketing in accordance to a customer's behavior and preferences. Why? Making this shift can drive higher revenue, increased loyalty, and greater internal efficiencies.

What was clear from the sessions delivered by customers, partners and industry experts in all regions is that in this “post-campaign era” unlocking the right customer data is vital. Everyone agreed that this is what will result in timely, relevant content tailored to the individual.

The focus of the New School Marketing Tour EMEA was supported by the findings of the Econsultancy Cross Channel Marketing Report, which emphasises the importance of nurturing customer relationships and why marketers need to embrace retention, not just acquisition in this multi-channel world. It’s worth a read if you haven’t checked it out already.

Huge thanks go to our customers who participated in the sessions, especially to participants from Trend Micro, Joules, Unister, Flügger, Magnetix, and Codan, and to Nico Zorn and Linus Gregoriadis, who all spoke personally about the positive impact of and barriers to adopting marketing orchestration.

If you missed out in 2013, let us know and we’ll make sure you’re included in all the sessions we have planned for 2014. The path to marketing orchestration is still young, so there’s lots for us to explore together.

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