Customer experience masterplan – Getting in the mind of the consumer

This webinar will highlight results from Econsultancy’s New Marketing Reality report in partnership with IBM.

The traditional funnel no longer works. It assumes audiences are linear and predictable in their behaviour. At the same time, it doesn’t take into account the fact that people will act the way they want to act, rather than sticking to a sequence designed by marketers.
Despite this being the perceived wisdom among practitioners, organisations still spend billions creating awareness to acquire new customers. What they should be doing is spending this on keeping existing customers happy by providing a superior customer experience.
This webinar will seek to explore why organisations are failing to take into account this new marketing reality. In doing so, it will underline the challenges marketers face when trying to get a joined-up view of the customer and the opportunities that can be had from unlocking the value of customer data.

As part of this, the webinar will address some of the following points:

· What role does first-party data play in marketer’s strategies, and what facts are preventing organisations from making better use of their customer data?
· How effectively are organisations joining the dots when it comes to linking their understanding of consumer journeys from online to offline? What sources of data are they using?
· How do organisations rate the importance of understanding the customer journey and for more progressive marketers, what have been the business benefits of this understanding?
· What’s driving this overall strategy – are organisations using this intelligence of the customer to drive business-focussed outcomes or measure the performance of individual campaigns?
· What new technologies are practitioners using to make sense of audiences, from marketing automation to AI and intelligent algorithms?

Run better Influencer Marketing campaigns when you find out what influencers really think!

Influencer marketing is based on people and building relationships. We surveyed our network of 25,000+ influencers to get their views on working with brands. Find out how you can build and nurture your relationships with Influencers to get the best results from your campaigns.


Key Learnings:

●How creators view sponsored content
●How creators are currently working and hope to work with brands in the future
●Gaps in expectations between marketers and influencers
●Challenges in influencer marketing and how we can address them to build better campaigns


Register now for the chance to learn how to build better Influencer relationships to get the most out of your campaigns.

Join Marketing Week and Toluna for a webinar dedicated to exploring and maximizing the value of branded communities, along with the latest, most innovative applications for community approaches.
We’ll dive into the customer experience and learn about what keeps community members engaged, and will hear case studies from leading brands within the education, media, and entertainment sectors.

Topics we'll cover:
- Branded Communities Through the Eyes of Community Members
- Digital Tracking Adds Depth to Communities (Learn More about the What Behind the Why)
- How Top Brands are Using Communities and Achieving Success

In a recent survey, 75% of respondents had no social strategy in place or a fuzzy one at best.* Don’t be like most people; tune into this live Marketing Week webinar, in association with Cvent. An effective social media strategy should take attendees on a seamless journey, from pre-event through to post-event. This interactive discussion will approach each part of the event cycle – before, during and after. Tune in to discover how to effectively integrate social at every touchpoint, amplify the live event content on all platforms, and engage all of your attendees.
* Aberdeen Benchmark Report, Inc

Attribution is often described as trying to find a single source of truth for the relative impact of every channel on the customer path to conversion.

However, the proliferation of the marketing stack, advertising channels, and user devices has made that search ever more challenging, as have the various schools of thought around the best attribution strategies.

Thus, AdRoll has partnered with Econsultancy to evaluate the state of marketing attribution in the UK, France and Germany. Join Gavin Flood, AdRoll EMEA marketing director, and Jim Clark, Econsultancy research director on November 22nd for a live webinar to make sense of attribution in 2016.

In this webinar you will learn how to tackle numerous attribution challenges:

- Learn why most organisations don’t carry out attribution across the majority of their campaigns and how to remedy this.
- Benchmark your organisation against your peers and find out which methods and technologies they are using.
- Discover the skills and training needed for successful attribution.
- Ask any and all your questions live.

Digital advertising has proven to be an effective tool for many marketers as display ads enable you to reach new audiences and retargeting can allow you to reconnect with existing prospects and customers. But how can digital marketing be most effectively leveraged within an inbound marketing strategy?

In this Marketing Week webinar, in association with HubSpot and AdRoll, learn how to:

Define the inbound marketing and sales funnel

Create effective ads to support your retargeting efforts

Identify where in the inbound methodology various forms of ads are most effective

Data and analytics are the lifeblood of effective marketing and consumer engagement. However, we found many of the marketers we recently surveyed are facing a data dilemma. On the one hand, they know data analytics is integral to achieving their marketing objectives. On the other hand, many are struggling with the resource-intensive nature that navigating data demands. This data dilemma is two sides of the same coin, where marketers can feel overpowered, rather than empowered, by data.
In this Marketing Week webinar, in association with Callcredit, we will explore some of the reasons behind The Data Dilemma and ways in which marketers can gain control over their data, to translate it into insight that drives growth.

Digital business isn’t just a fad. Digital business is now
just business. And it has created a whole new level of expectations among your customers, prospects and new competition in your industry. Your organisation’s success will be determined based on your ability to deliver more personalised digital experiences that meet customer expectations in the moment, as well as your ability to move quickly to combat digital savvy competitors trying to push you aside.

In this Marketing Week webinar, in association with Acquia, we will help you stay ahead and not fall behind in a world of digital disruption that’s changing faster than many can keep up with. We’ll talk about:

- How to stay ahead of digital disruption, and customers’ changing demands, by blending the right combination of digital experience technology and organisational strategy
- How personalisation, new modes of interaction like voice-based interaction (Amazon Echo), digital screens and signage, and other digital channels are expanding the definition of digital experience success
- Describe common internal organisational barriers that cause you to fall behind and prevent you from moving quickly to stay ahead of the market and your stakeholders
- Address how a flexible digital experience platform can help Business and IT to work together and provide a strong foundation for whatever comes next in a fast-changing, digital-first world

Personalisation is the key to boosting sales, customer loyalty and conversion, yet only a handful of brands are doing it. How’s this for startling? 72% of companies say they know they need to implement personalisation but aren’t sure how to do it.

Well that’s where we come in. Andrew Furlong, RedEye’s CRO Director, will not only explain the importance of personalisation, but give real, tangible actions you can take to start ramping up your personalisation efforts. We’ll be focussing on real-life campaign examples you can take away and implement quickly to rapidly see increased conversion, loyalty and ROI.

Savvy marketers are already planning their Christmas campaigns, tailoring their approach to win new business, maximise ROI and stay front-of-mind with customers and prospects.

Join AdRoll and Marketing Week to find out what tactics and strategies can be used to prepare your business for digital-marketing domination this Christmas.

Highlights include:

oPlanning and delivering successful seasonal campaigns
oSegmentation strategies and re-engagement tactics
oMaximising historical data to drive sales this Christmas
oUsing dynamic creative to drive higher conversion rates
oExpanding reach across web, social and mobile


In this entertaining and useful 40 minute webinar, Professor Mark Ritson will discuss the structure of the Marketing Week Mini-MBA in Marketing and the logic behind the approach. He will then look at some recent case studies in marketing where the topics he will teach on the Mini-MBA are directly applicable. It’s a great chance to learn a bit more about the September course but also to get Ritson’s take on some of the big marketing moments of the past few months.
The topics covered during the session will include:
-Brand Equity
-Market Orientation
-Segmentation
-Positioning
-Marketing Communications

Imagine a world where all of your new customers guaranteed return on your marketing spend...

Join this SmartFocus webinar, in association with Marketing Week, for insight into how you can target new, profitable customers and increase your company’s bottom line.

Personalise in real-time to truly engage your customers, eliminate the need for extra resourcing, and contextualise at the top of the funnel to drive impressive growth for your business.

Plus, discover:

- Tactics around cross-channel content
- Insight into real-time personalisation and contextualisation
- Efficient strategies for finding new and profitable customers
- How artificial intelligence is impacting the customer

In this entertaining and useful 40 minute webinar, Professor Mark Ritson will discuss the structure of the Marketing Week Mini-MBA in Marketing and the logic behind the approach. He will then look at some recent case studies in marketing where the topics he will teach on the Mini-MBA are directly applicable. It’s a great chance to learn a bit more about the September course but also to get Ritson’s take on some of the big marketing moments of the past few months.
The topics covered during the session will include:
-Brand Equity
-Market Orientation
-Segmentation
-Positioning
-Marketing Communications

At Crimson Hexagon, we help the leading brands and agencies globally keep up with the fast changing world of social media. As we grow and develop our social intelligence, we aim to ensure they can tackle three big challenges the future of social will bring: image analytics, trend spotting and advanced emotion detection.

In this Marketing Week webinar, in association with Crimson Hexagon, we will aim to take on these three challenges, providing examples of how organisations can future proof their businesses to deal with:

Image recognition and analytics
With more than 1.8 billion images posted to social media channels like Twitter, Facebook, Instagram, Tumblr and Whatsapp every day, how can brands better analyse campaign performance, identify influencers and understand consumer audiences?

Trend spotting
People have been sharing opinions and interests on social networks for more than 10 years. What can brands learn by analysing 750 billion social posts about how your target audiences are evolving and what they are talking about?

Advanced emotion detection
As organisations become more sophisticated in their application of social intelligence across different departments and business units, how can organisations move beyond positive and negative sentiment to distil true meaning from social conversation?

Marketing is evolving from a “push” mentality – “Let’s push out everything we have to our customers and see what sticks” – to a customer-centric “pull” approach using personalised, valuable and relevant content that aligns with your customer’s experiences with your company.

This Marketing Week webinar in association with dotMailer will help you understand how a holistic approach to customer experience can improve consumer’s perceptions of your brand and help boost sales.

Creating compelling press releases and content is more and more important to today’s communications professionals. Survey research has always been a powerful tool to validate client pitches, and creative, and now many communications professionals are using survey research to help inform communications strategies and content development. To create content that resonates, you need to know what consumers are interested in and present it in a way that is relevant to them.

In this Marketing Week webinar, in association with Toluna, you will learn:

• How to craft surveys that create compelling stories that journalists want to cover
• Using survey research to ensure that you’re touching on current trends, and consumer hot topics
• How to use survey research as an anchor for your communications calendar

Presenters:
Sarah Vizard, Marketing Week
Debbie Snewing, Director - Media & Communications Sector, Toluna
Daniel Stauber- Director, Research & Analytics, Golin
Kirsty Higgins, Founder, 1KH Ltd.

We all know that content is king, but what is your strategy to building that killer content? A recent survey by the Content Marketing Institute shows that 63% of UK companies either don’t have a content strategy or it is undocumented.

In this Marketing Week webinar, Richard Whitehead, Senior Director Solutions Marketing at Workfront, will share with you 8 tips and tricks that will help you build and document a killer content strategy. This will include strategies on team organisation, process and technology. Don’t go another year without a documented content strategy!

In the digital world, marketing should be viewed as a revenue generator, not a cost centre. However, to make that vision a reality, you need to know what to measure and how to measure it.

In this Marketing Week webinar in association with AdRoll, Adam Berke, CMO and President of AdRoll,and Lucy Tesseras, Features Editor at Marketing Week, provide a toolkit for the modern data-driven marketing organisation. With it, you'll learn how to demystify ROI conversations and expertly navigate the intricacies of marketing budgets.

After the webinar you will receive:
• Digital advertising attribution calculator
• Marketing ROI budget calculator
• Marketing sales estimator
• Presentation deck

This year is going to be THE year of Instagram marketing. In the last quarter of 2015, Instagram rolled out paid programs for select partners and ad-tech companies.

In this Marketing Week webinar in association with AdRoll; Alan Fitzgerald, Head Market Specialist AdRoll, and Erica Moss, Community Manager Bitly, break down just how businesses can make the most of Instagram from organic, paid, and partner campaigns.

• Why Instagram might just be the best channel for social media marketing
• Prime examples of how to build effective Instagram content
• How to build great partner marketing campaigns
• How paid ads on Instagram work & what companies can do to make them the most effective