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 Tim Suther, Chief Marketing & Strategy Officer, Acxiom, the following questions:
1. What will be the biggest challenge for marketers in the next 3 -5 years and what would be the biggest opportunity for marketers in the same time frame?
2. In traditional push marketing we measured effectiveness by response rates and CPMs and the ability to hit as many eyeballs as possible to increase trial and conversion rates; How is that different today? How do you effect change with a CMO who may be traditionally “push” focused?
3. Experience drives engagement, and engagement drives loyalty, yet at every part of the channel, people have to feel engaged. What are the challenges you see with multi-channel communication for today’s marketers and how do products in the market today help effect those changes and create unique opportunities?
4. At Loyalty 360 we believe in the process of expectation matching. So we believe that consumers' expectations change based on their engagement with the brand and the stage of the lifecycle that consumer may be in. Brands struggle with this dynamic and this idea yet want to see it put into practice; any advice for marketers?
5. There are six qualities that define engagement – value, efficiency, trust, consistency, relevance and control; which term do you think marketers struggle with to implement and which term do you think marketers have the most ease implementing?
6. Why do brands struggle so much in this day and age with listening to their customers? They have so many tools at their disposal that allow them to effectively listen but so many brands struggle with that. Any advice for CMOs in that arena?
7. 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?
Watch all videos in this video blog series:
Christian Wright, CTO & General Manager North America, eDialog
Suzy Cox, SVP Olson 1 to 1, Olson
Melissa Boxer, Vice President, CRM Product Management and Strategy, Oracle Corporation
Mark Smith, General Manager, Pitney Bowes
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