Evolving your marketing
Marketing is no longer something the company does to the consumer - it has to become something that is done with the consumer. From gaining consent to respecting changes in permission, data will become harder to collect, but also much more valuable to every business.
Leveraging that value requires some changes to the marketing process. Being more upfront and transparent with consumers is critical in order to win permission to market. That may happen directly, via the brand’s own website, or it could be the result of a third-party’s involvement, such as using the ALLOW platform to get consumer engagement.
At each stage, it is the consumer who is in charge of the process. What companies need to have in place are marketing actions that reflect each step along the way, from initial contact and warm-up, to changes of mind and win-back. Buying cycles have become more complex, not least online. But make no mistake, consumers still want to buy. Companies that respect these shifts will add value to their data, their customer base and their business as a whole.
Justin is an award winning marketing leader with 15 years blue-chip marketing and management experience. Until July 2009 Justin was Vice-President, Head of Marketing & Customer Initiative Management for Capital One in Europe and sat on the leadership team of Capital One in Europe. Managing budgets of over £60m and a team of 60 within a highly analytical and commercial environment, Justin was responsible for developing an integrated digital marketing model through marketing analytics and insight.
In 2008 Justin was voted the Financial Services Forum Marketer of the Year and was #1 in the Power 100 of Marketing Direct’s list of most important marketing leaders in the UK for his leadership in environmental marketing issues.
Justin is a popular blogger (
www.basini.com), writer, conference presenter and has lectured at the London Business School on Marketing and Brand Management.
41 entrepreneurcountry
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58