videos
Editor's Pick
Impact of Digital
Lisa Donohue, CEO of Starcom, explains that social media has changed Starcom by changing the sort of talent that is being recruited. For example, anthropologists are needed to understand human emotions and passions. At the same time, digitization had increased the need for database managers and software engineers for handling analytics.
Editor's Pick
Digital Touchpoints
Beth Comstock, CMO of GE, explains that the proliferation of touch-points makes B2B customer relationships more relevant and intimate. For the customer, this should result in higher value and less wasted time.
B2C to B2B
Tom Insprucker from Schneider Electric, advises B2B marketers to find out what digital innovations work in the B2C space and adapt these strategies to a B2B space.
CRM Revolution
Steve Dunn of Skyline Exhibits explains that the advent of Customer Relationship Management tools and approaches have changed the face of B2B marketing.
Achieving Pace
Motorola's Director of Global Product Marketing, Floyd Wagoner, remarks upon the constant demand for fresh ideas and content in today's fast-paced marketing environment.
Editor's Pick
Loyalty Program Tools
Julie Cary, EVP and CMO of La Quinta Inns and Suites, talks about the importance of maximizing engagement through loyalty programs. Use multiple touch-points, including mobile tools, to engage and serve customers at different stages of participation.
Editor's Pick
Bags Fly Free
Anne Murray, Director of Integrated Marketing at Southwest Airlines, believes that innovation is the marketer's responsibility. The "bags fly free" program was a risk because it was the opposite of what the industry was doing. Building market share takes time and commitment, and it would have been a mistake to be impatient and look for results too soon.
Editor's Pick
Mobile Travel Information
Julie Cary, EVP and CMO of La Quinta Inns and Suites, discusses how La Quinta customers use mobile, noting that they don't necessarily use it to make reservations. They use it as an informational tool rather than a transactional tool. Applications will evolve as we better understand how customers want to use mobile.
Editor's Pick
Mobile Health Records
Atul Vohra, VP Marketing at Dell, describes the value of mobile health-care applications. Having health information at all points improves health outcomes.
Editor's Pick
Contextual Marketing
Rick Zuroweste, SVP and CMO of Dean Foods Company, attributes the changing face of marketing to the multiple touch-points available for reaching consumers. Consumers are always moving so it is no longer possible to reach them with a single channel. However, technology facilitates context-appropriate communications.
Editor's Pick
Social & GPS
Mark Harland, Regional Marketing Manager for General Motors, describes the future of social media as closely linked to GPS technology. Marketing is becoming more temporally customized and location-specific. A rapid evolution is underway.
Editor's Pick
Obstacles Overcome
Pat LaPointe, Managing Partner at Marketing NPV, describes obstacles in the path to purchase, and explains how they can be overcome. One example is a B2B manufacturer who found that staffing an online chat feature in order to provide customize responses had a dramatic effect on web conversion rate.