Kevin Benedict is a TCS futurist and lecturer focused on the signals and foresight that emerge as society, geopolitics, economies, science, technology, environment, and philosophy converge.
Showing posts with label digital advertising. Show all posts
Showing posts with label digital advertising. Show all posts
I am excited to share my interview with Kevin Cochrane, SAP’s CMO of Customer Experience. SAP, as one of the largest global technology companies, has been in the midst of an impressive level of digital transformation in sales, marketing and customer experiences. They have been deeply involved in supporting GDPR (global data protection regulation), focused on improving personalized customer experiences, and developing new brands and products (C/4Hana) to support digital commerce, sales, marketing and customer services all while helping them develop a more intelligent enterprise. Enjoy!
***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.
In this episode we dive into the strategies, tactics and digital technologies involved with account based marketing (ABM) – one of the hottest trends in marketing. We learn how ABM evolved, how it is different from traditional marketing, plus the impact it is having on sales and customers’ experiences today. This information is not just important to marketers and revenue officers, CIOs and CDOs are now supporting and responsible for digital customer and prospect interactions so this information is important to all leaders.
Even before a prospect becomes a customer, they are evaluating vendors based upon the quality of their experiences. ABM is about using data, digital technologies, analytics and personalization to provide the best possible experiences for a prospect during their path-to-purchase journey. It is also, of course, about sales teams being more effective at closing deals. Enjoy!
***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.
In this Silicon Valley Series I was honored to interview a number of very smart and experienced Silicon Valley dignitaries on a variety of important business trends, technologies and strategies. I hope you find this series of short interviews useful.
In this episode, I have the honor of learning from Silicon Valley veteran CMO (Chief Marketing Officer), brand and digital marketing expert, Mark Lewis (Twitter @marklewis_sf). We discuss the latest trends and strategies in personalization, opportunities and privacy challenges.
In 2015, a master strategy for mobile commerce emerged. Mobile apps need to be personalized, but that is not enough. Personalization without context, relevance, value to the customer and permission is just creepy and/or obnoxious. We recognized a new kind of partnership is required between customers and trusted vendors. One that requires a deeper level of earned trust, and one that provides mutual benefits through the sharing of data. We call this relationship a MME Data Partnership.
Parts of MME Data Partnerships can be found within many existing loyalty and rewards programs. Although the purpose is rarely understood. These programs define how the collection and use of specific data will be used to provide mutual benefits. It is an overt agreement by both parties to share and use data in return for defined rewards. Within a MME Data Partnership we found three types of data, we call 3D-Me, are needed to optimize a mobile user experience:
Digital data - online and mobile activities and behaviors
Physical data - Sensor and IoT
Personal data - MME Data Partnerships
For each of these categories purposeful strategies need to be developed and implemented to collect, analyze and utilize the data in order to provide the best experiences for customers.
Personalization, as we have learned, is not enough. Personalization needs to be combined with CROME Triggers (contextually relevant opportunities, moments and environments), which are bits of data that when collected and analyzed in real-time, identify the need for specific and relevant personalized content.
All of these strategies and more are discussed in "The Best of Mobile Commerce 2015" articles listed below:
***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and digital transformation analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.
I just finished a major research paper titled, "Cutting Through Chaos in the Age of Mobile Me." Our findings reveal current mobile consumer behaviors, the challenges in creating mobile apps for them, and specific recommendations and business strategies for winning in an age of "Mobile Me." Download the full report here http://www.cognizant.com/InsightsWhitepapers/Cutting-Through-Chaos-in-the-Age-of-Mobile-Me-codex1579.pdf.
Video Link: https://youtu.be/IqN6NbY_Q0A
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***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and digital transformation analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.
