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The Marketing Forecast Blog

In the Age of Experience, What Are We Measuring?

Increasingly, brands are moving towards more experiential marketing — sparking engagement and interactions with customers that create brand connections. It’s not a new concept, of course. Plenty of brands have used ground-level tactics to meet customers one-on-one, but the traditional approaches pale in comparison to the experiential marketing campaigns of 2016. Embracing innovation in marketing, and proving the value of a new — and less measurable — tactic is not a task for the faint of heart. If your business is making bold strategy plans for driving engagement, you need marketing performance analytics that tell a compelling story and reveal true impact. What are today’s marketing analysts measuring as their businesses dive into experiential marketing?

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A Little Empathy, Please? Getting Through to Customers Today

Customer service consultant Damon Richards once said, “Your customers don’t care how much you know until they know how much you care.” Being a leading business in your industry today relies upon your ability to understand and sympathize with the needs, wants and problems of your customers.

Though technology provides companies with the modern marketing tactics they need to make meaningful connections, it’s still challenging to develop the kind of contextually relevant marketing strategies that tap into customer empathy. Here’s how companies that win with audiences succeed at connecting with and getting through to customers today.

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Analytics Professionals: Rethink Measurement to Grow Your Personal Brand

 

Advanced analytics professionals are a hot commodity. Ever since the Harvard Business Review declared data scientists the “sexiest job of the 21st century,” demand for people who can drill through the data to uncover actionable insights has skyrocketed. In fact, former Forrester analyst Jamie Punishill predicts that within the next four years, 30 percent of all CMOs will have backgrounds in data and insights.

Given these expectations, the pressure is on for marketing analysts to deliver. Let’s take a look at how analytics professionals are giving their personal brands a boost by using their skills to influence strategy and optimize marketing impact.

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5 Essential Elements of an A-List Modern Marketing Team

Apple founder Steve Jobs once said, “Technology is nothing. What’s important is that you have a faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them.” At the end of the day, it’s your team that will determine whether or not your marketing campaign is successful. It’s in your best interest to equip these people with the tools they need in order to make a difference. But, as Steve Jobs said, it’s not just about technology. It’s about creating the culture and implementing the right philosophies that will enable your team to excel in the modern marketing environment. Here are five elements that are a “must” for any marketing team to drive growth and profit today.

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Travel Brands That Are Getting Modern Marketing Right



In late 2015, Google surfaced critical micro-moments along the traveler’s path-to-purchase from search data — dreaming, planning, booking and experiencing. The goal was to inspire brands to execute mobile marketing that helps travelers with decision making during the buyer’s journey. Many travel brands have made big changes to accommodate the mobile path-to-purchase to improve digital marketing effectiveness and achieve marketing optimization.

From cruise lines to hotel chains and airlines, how are travel businesses navigating the traveler’s complex mobile journey to meet consumer expectations?

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The Future of Marketing Measurement: Where Is It Headed Next?



It’s no secret that consumers today engage with myriad touch points along the path-to-purchase, both digital and offline. With an increasingly complex buyer’s journey, measuring marketing effectiveness and achieving optimization isn’t cut and dried. Marketing measurement is undergoing an evolution to enable companies to better reach audiences and improve marketing impact.

Rob Franks, our SVP of Customer Success, weighs in on how businesses today are adapting to the shift in marketing measurement, and how they’ll continue to evolve in the future.

Take it away, Rob.

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How to Capture Insights That Reveal the Most about Your Customers


 

It’s the Age of the Customer, and it’s the Age of Experience. How are businesses today winning over audiences in an era where leveraging insights to make meaningful customer connections is the cornerstone of marketing success? They’re getting to know as much as they can about their customers, and they’re relying on advanced analytics professionals to tease out the insights they need to craft experiences and messages that count.

From embracing new tech to unifying data, take a look at some of the approaches advanced analytics professionals are using to make their marketing performance analytics more customer-focused.

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You Can't Afford to Miss Gaps in Your Customer Experience


 

For nearly a decade, Forrester has been conducting annual research into customer experience. The U.S. 2016 Customer Experience Index™ identified significant improvements by 58 of 319 large brands representing various sectors — from traditional retailers and hotels to the federal government. Unfortunately, the 2016 report also found that “Even though most of the CX leaders of Q3 2015—those in the top 5% of all brands—returned as CX leaders this year, they aren’t gaining ground and in some cases they’re slipping.” The mixed results — coupled with the fact that only 16 percent of customers rated their experiences with brands as good or excellent — only strengthen the argument for an audience-led marketing strategy.

By focusing on customer experience and audience expectations, you’re better able to identify where you’re winning with customers to strengthen relationships and marketing impact.

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Optimizing Marketing Impact Isn't Just Science — It's an Art


With so much focus on leveraging data analytics to
optimize marketing impact, constant references to the science behind the work of advanced marketing analysts are unsurprising. The ultimate Renaissance man — Leonardo da Vinci — recognized long ago that science informs art, and vice versa. In the “Principles for the Development of a Complete Mind,” da Vinci said, “Study the science of art. Study the art of science. Develop your senses — especially learn how to see. Realize that everything connects to everything else.”

Imagine da Vinci’s reaction to modern marketing, where science and art intertwine. The man who painted the Mona Lisa, yet also found time to fill notebooks with scientific observations, would encourage marketing analysts to break out of the data science box. It’s up to you to see the correlation between the data and the customers — and then paint a portrait that enables others in your organization to understand that vision.

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The Role Creativity Plays in Your Customer-Driven Marketing Strategy


 

Marketers deal with a staggering amount of data these days, but abundance of data — when applied without creativity — only leads to a flood of irrelevant ad messages that audiences ignore or, worse still, actively avoid. As CP+B chairman and co-founder Chuck Porter pointed out during a forum on data and creativity, “Data helps advertisers reach people, but the message still matters. People still want to be inspired, and data alone won’t get the job done.” So, how do you harness data and creativity to execute a customer-driven marketing strategy that speaks to modern audiences?

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