In this video blog series, Mark Johnson speaks with attendees of Forrester's Customer Intelligence Forum held in Los Angeles, April 18-19, 2012. In this video, Mark discusses with Mark Smith, SVP & General Manager -Customer Analytics and Interaction of Pitney Bowes Software the following questions:
1. What will be the biggest opportunity for marketers in the next 3-5 years?
2. Loyalty 360 believes this is the best time to be a CMO; it is also the most challenging time to be a CMO. Do you agree? And what advice can you give a CMO in today’s challenging economic environment?
3. In engagement, perception is everything and loyalty is a culmination of a series of effective engagements and those experiences; how do brands effectively engage individuals in this diverse and data-rich ecosphere?
4. Does your technology use its design to evoke the senses to shape and steer meaningful and desired experiences for the products and brands you represent?
5. At Loyalty 360 we believe in a process of expectation matching; we believe that a consumer's expectation changes based on their engagement with a brand and what life cycle or life stage they are in. Brands struggle with this idea and struggle more with putting it into process. Can you give some advice to marketers to effectively do that to reach consumers?
6. You mentioned push based marketing and that is something we see at Loyalty 360 as well. There is a unique dichotomy in CMOs who are traditionally push focused who think that they know what's best for the market, brands and for their process, yet struggle with the ability to really pull people in and understand their preferences. Can you give any advice to marketers who may be struggling with the transition from push to true voice of the customer pull based marketing?
Watch all videos in this video blog series:
Christian Wright, CTO & General Manager North America, eDialog
Suzy Cox, SVP Olson 1 to 1, Olson
Tim Suther, Chief Marketing & Strategy Officer, Acxiom
Melissa Boxer, Vice President, CRM Product Management and Strategy, Oracle Corporation
Emily Murphy, Researcher, Forrester Research
John Bastone, Global Product Marketing Manager, SAS
Russ Mann, CEO, Covario, Inc.
Robert Carroll, CMO of Web Content Management Solutions, SDL