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Mobile Marketing & Location Context @ ClickZ New York 2014

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Digital Marketing Executives, trade press and specialist companies gathered in New York this week for the latest ClickZ Live NYCevent.

Location, location, location…!!!

A very clear trend visible here is how location had become a key part of the digital marketing language.

It was part of the Keynote addresses.

  • Facebook’s former Director of Marketing is advocating it.
  • Google are presenting on it and delivering workshops on it.
  • Various booths talk about its importance.
  • Numerous speakers mention it in their presentation.
  • And Cisco are evangelizing how indoor location using WiFi and CMX can really enhance location capabilities and hugely driven additional revenue streams and enable new business models. Read More »

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Mobile Marketing @ SES Jakarta & WiFi based Location Context

SES ( soon to be called ClickZ) hosted a Digital Marketing Conference in Jakarta this week which is the meeting point for digital marketing and advertising professionals in the AP region.
Here the  latest mobile marketing trends, best practices, new technologies have been discussed and presented, including Cisco’s CMX capabilities as part of meet the experts session called “Context marketing using Wifi location services”.

SESjakartaSome interesting observation and ideas being discussed include:

Multi-Channel Attribution modeling:
While online marketing investments are more measurable compared to conventional media such as television, however tracking what leads to sales conversion is becoming increasingly complicated.
The simple measures of last click or first click attribution are not fully meaningful to represent today’s omni-channel ultra-connected consumer. Therefore it’s not surprising that multi-channel tools and attribution modeling are one of the hot topics in digital analytics.

Data to underpin a successful digital marketing strategy:
Increasingly consumers are connected all the time -- and with that every day around the world, connected consumers are being wooed by offers of better prices, better deals and better service.
How can marketers compete…often the only defence they think they have to fire back at competitors is to match those deals and price cuts.
However data is key, as more information about customers becomes more plentiful and more detailed, and as customers become more interactive with the companies they buy from, the competitive marketing landscape is becoming radically different. For many advanced organisations it is using data to deliver insight and analysis gives them a competitive edge to keep ahead of the pack. Read More »

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Sales and Marketing in the Age of the Customer

Several members of my team participated in this month’s Forrester Sales Enablement Forum, an annual conference where sales enablement professionals from around the world gather to discuss industry trends and best practices. This year’s theme: Drive growth with a 21st-century selling system, centered on strategies for surviving and thriving in “the age of the customer.”

With information virtually at their fingertips, buyers are more informed, savvy and selective than ever before. And, the old approaches to sales and marketing no longer produce the results we need to grow revenue.

Read More »

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Marketing Insights on Revenue Generation, Buying Patterns, and the Role of Social

Revenue-generating marketing, customer buying patterns, and social selling are a few of the topics I talked about recently with Glenn Gow of Crimson Marketing.  I’m pleased to share these excerpts from our conversation and invite you to listen to the podcast.

Glenn: Why don’t we start with this concept of revenue-generating marketing, and tell us a little bit about the journey that you’ve been going through. 

Karen:  I wanted marketing to be viewed as a revenue center versus a cost center, because then it becomes a very different discussion about the value, the role of marketing, and the investment that a company is willing to make.And frankly, in some cases, marketing should be seen as a cost-to-serve model in terms of where marketing can lead the generation of demand, particularly with customers in the mid-market and with our partners.

Glenn: Can you talk a little bit more about what revenue-generating marketing really means? Read More »

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Customer Interactions in the Evolving World of Marketing

In a world where we are increasingly connected, and other’s opinions or reviews are more accessible than ever, marketing must evolve to keep up.  Consumers want, and expect, ‘on-demand’ marketing –customized marketing that caters to what they need, when they want it, and is extremely responsive.  59% of consumers who have experienced personalization believe it has a noticeable influence on their spending. That percentage cannot be ignored –and with all the data available from connected devices and social media –there is no reason it should be.

Social media interactions are a part of many customers’ routine. For marketing, these interactions provide valuable insights and data. Companies like Julep Beauty leverage social media to interact with their customers, discover what they want, and quickly create, test, and sell new products. When negative reviews or comments come up, they promptly address the issue. This allows customers to feel like their voices are being heard and helps position the brand as a company that cares and is responsive to its customers.

Read More »

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