"Parent" brands systematize customer engagement
In consumer products, where many brands co-exist under one corporate umbrella, it’s especially critical for  marketing and technology to work together to influence customer experience across all brands and channels. Some examples:
Proctor & Gamble. Consolidation in the retail industry has adversely affected P&G’s pricing and profitability. In response, P&G consolidated many of its brands marketing into the “Proud Sponsor of Moms” campaign – leveraging not only their scale, but a common communications platform and positioning. The campaign helps drive consumer preference for P&G brands in jumbo-retailers such as Wal-Mart and Target.
Coca-Cola. Untapped customer information resulted in Coca Cola elevating data and insight into individual customers as a key priority. In partnership with IBM Interactive, Coca Cola is leveraging its My Coke Rewards program to develop one-on-one experiences deepening the relationship with consumers, including its popular “Share a Coke” program that lets customers have their own name in Coke’s iconic script on their Coke cans and bottles.
Hilton Hotels. Self-cannibalization led Hilton into focusing its marketing investment on its parent and HHonors brand. The parent brand wanted to avoid having its 9 individual hotel brands compete for the same marketing dollars to  target the same customer. Hilton is now working more collaboratively  in a more consolidated messaging and contact strategy.
(via Taking Back the Customer Relationship | IBM Interactive)

"Parent" brands systematize customer engagement

In consumer products, where many brands co-exist under one corporate umbrella, it’s especially critical for  marketing and technology to work together to influence customer experience across all brands and channels. Some examples:

Proctor & Gamble. Consolidation in the retail industry has adversely affected P&G’s pricing and profitability. In response, P&G consolidated many of its brands marketing into the “Proud Sponsor of Moms” campaign – leveraging not only their scale, but a common communications platform and positioning. The campaign helps drive consumer preference for P&G brands in jumbo-retailers such as Wal-Mart and Target.

Coca-Cola. Untapped customer information resulted in Coca Cola elevating data and insight into individual customers as a key priority. In partnership with IBM Interactive, Coca Cola is leveraging its My Coke Rewards program to develop one-on-one experiences deepening the relationship with consumers, including its popular “Share a Coke” program that lets customers have their own name in Coke’s iconic script on their Coke cans and bottles.

Hilton Hotels. Self-cannibalization led Hilton into focusing its marketing investment on its parent and HHonors brand. The parent brand wanted to avoid having its 9 individual hotel brands compete for the same marketing dollars to  target the same customer. Hilton is now working more collaboratively  in a more consolidated messaging and contact strategy.

(via Taking Back the Customer Relationship | IBM Interactive)

Much of the apprehension that businesses are experiencing today is a direct result of a lack of focus on innovation. For many CIOs, too much of the past decade has been spent on industrializing IT to drive down its cost. That industrialization process, however, has stifled innovation. The focus on industrialization has led to a lot of stagnation. A lot of CIOs are now discovering that polishing the ERP system is no longer enough.

Dave Aron, a vice president and fellow with Gartner, says

To address the innovation issue, leading-edge IT organizations are starting to bifurcate their operations, Aron says. Traditional IT executives are continuing to focus on making systems of record more efficient, but a new class of entrepreneurially minded executives is being put in charge of what is collectively being referred to as “systems of engagement.” “One symptom of that is the emergence of the title of chief digital officer within a lot of organizations,” says Aron. It’s often not clear whether the chief digital officer is an IT or marketing person, but what is clear is that they usually trying to drive some form of business innovation.

Digital Fear and Loathing in the CIO Ranks

Interactivity as it relates to digital media is changing

Tessa Wegert, ClickZ

Within the past twelve months we watched ESPN create a dynamic unit that ran on site visitor participation; users voted for their pick in a game between Alabama and Notre Dame, and as the votes came in, the ad changed color to reflect the team they put in the lead. Elsewhere on the Web, videos are being made shoppable to boost interest and capitalize on purchase intent. Even native ads are evolving, leaving static sponsorships behind in lieu of interactive features customized for each consumer’s needs.

An Interactivity Call to Arms | ClickZ

Social media marketing: what’s most important for 2014
Twitter to become more important than Facebook. In the US, and among teens, FB has peaked. Teens and customer service departments alike have reasons to prefer Twitter.
Google+ to keep growing in popularity. Its social network is becoming an integral part of search engine optimization. 
Visual content will become integral to marketing. The success of mage-sharing networks such as Pinterest, Tumblr, Vine, Instagram, Snapchat and YouTube show the extent of consumer preference for visual content over text.
Micro videos will surpass conventional ones. Vine, with its 6-second marketing opportunites, is an example of  short videos impact. Instagram too is featuring 3-15 second videos. Short video will be viewed on smartphones and tablets.
User-generated content will keep growing. Urban Outfitters, for example, uses customer-created snapshots to create a gallery linked to pages for purchasing each customer-illustrated outfit. 

(via Top 5 Social Media Marketing Trends Of 2014 - Business 2 Community)

Social media marketing: what’s most important for 2014

Twitter to become more important than Facebook. In the US, and among teens, FB has peaked. Teens and customer service departments alike have reasons to prefer Twitter.

Google+ to keep growing in popularity. Its social network is becoming an integral part of search engine optimization. 

Visual content will become integral to marketing. The success of mage-sharing networks such as Pinterest, Tumblr, Vine, Instagram, Snapchat and YouTube show the extent of consumer preference for visual content over text.

Micro videos will surpass conventional ones. Vine, with its 6-second marketing opportunites, is an example of  short videos impact. Instagram too is featuring 3-15 second videos. Short video will be viewed on smartphones and tablets.

User-generated content will keep growing. Urban Outfitters, for example, uses customer-created snapshots to create a gallery linked to pages for purchasing each customer-illustrated outfit. 

(via Top 5 Social Media Marketing Trends Of 2014 - Business 2 Community)

We are entering an era where marketers are particularly well suited to make it into the top job.

Ashley Friedlein

C-suite members are spending more of their time personally on customer experience management and e-commerce and proportionally less on things like the supply chain, risk, partner management, security and operations.

The CEO role has never been so accessible for marketers | Opinion | Marketing Week

Top Brands on Instagram are Posting More and Drawing Larger Audiences

Engagement is highly concentrated among a small subset of brands: the top 10 by engagement accounted for an outsized 83% of all engagement, with these brands comprising just 33% of posts and 65% of total followers.

(via Marketing Charts)

Top Brands on Instagram are Posting More and Drawing Larger Audiences

Engagement is highly concentrated among a small subset of brands: the top 10 by engagement accounted for an outsized 83% of all engagement, with these brands comprising just 33% of posts and 65% of total followers.

(via Marketing Charts)


Why are companies hesitant to utilize social media as a customer service channel? For many it is still a bit unclear who should be in charge of social media interactions – marketing, sales, public relations (PR) or contact center? Of course, best practices are still to evolve, but I would say that contact center handles the customer contacts where immediate customer service action is required. In these cases speed is essential and contact center operations are already built to solve customer requests fast. Marketing/PR in turn handles the more generic conversations, but also here it is important to listen and learn from the discussions and not just trying to push the own message. 

(via Social Media as a Customer Service Channel – Listen, Engage, and Learn - Business 2 Community)

Why are companies hesitant to utilize social media as a customer service channel? For many it is still a bit unclear who should be in charge of social media interactions – marketing, sales, public relations (PR) or contact center? Of course, best practices are still to evolve, but I would say that contact center handles the customer contacts where immediate customer service action is required. In these cases speed is essential and contact center operations are already built to solve customer requests fast. Marketing/PR in turn handles the more generic conversations, but also here it is important to listen and learn from the discussions and not just trying to push the own message. 

(via Social Media as a Customer Service Channel – Listen, Engage, and Learn - Business 2 Community)