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  • December 3, 2013

New School Marketing Tour London: Embracing the “post-campaign” era

Marketing Orchestration was the phrase of the day as industry leaders gathered to hear about the latest advances in cutting-edge digital marketing for the London leg of the Responsys New School Marketing Tour.

With presentations around customer data, engagement and personalisation, it was clear that the old batch and blast approach has been well and truly buried. As we move into the “post-campaign era,” modern marketers are instead focusing on creating a better customer experience, driving higher revenue and doing it all with greater efficiency than ever before.

Here's a few key take-aways from our speakers:

Moving the Interact Marketing Cloud into the future

Our very own Kyle Christensen, VP of Product Marketing, explained how the Responsys platform helps marketers orchestrate individual journeys based on customer data like preferences and behavior. Taking us on a journey with fashion-savvy consumer “Melissa,” he revealed how companies should be using new school marketing to help individuals progress from casually browsing retail websites through to making a purchase (you can check out Melissa’s retail journey here too).

Integrate and evaluate your marketing strategy

Linus Gregoriadis, Research Director at Econsultancy, explained how marketers need to embrace customer retention, not just acquisition. Picking out key findings from the Econsultancy Cross Channel Marketing Report, Linus emphasised the importance of nurturing customer relationships through an orchestrated marketing campaign, whilst highlighting some of the barriers to achieving this.

For example, according to the study, integration between specific digital and offline marketing disciplines continues to be a stumbling block, with less than half of companies describing their digital efforts as ‘very integrated’ with their broader marketing strategy.  Mobile integration continues to hold brands back from achieving a complete cross-channel strategy – just 20 per cent said their efforts with the mobile web are very integrated, with similar percentages for mobile messaging (23 per cent) and mobile apps (17 per cent).

One system, one voice, one vision

Jean Chapin, Senior EMEA Ecommerce Manager at Trend Micro, discussed how the company has shown how much it values its customers. Chapin explained that the customer is in control of the brand relationship and Jean advised companies that they need to “stabilise, prioritise, mobilise and energise” their marketing campaigns, if they want to stay ahead of the competition.

Analytics reveal the answers

Focusing on relevant and efficient communications with customers, James Davey, Director of Direct Marketing at Joules, explained that the company has boosted its revenue per email by over 200%. He said that bringing brand enthusiasm to its fan base is important to Joules, which wants to take its customers “on a journey of fantastic country fun!”  James emphasized that developing the relationship between brand and customer is essential in the crowded retail market, as it can help stop your customers from wandering into the arms of the competition.

It was definitely a valuable morning spent learning how New School Marketers based in the UK are finding innovative ways to orchestrate their marketing across channels and according to customer data. For highlights from the North America portion of the tour, check out this post.

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