FIGARODIGITAL.CO.UK
Speaker Spotlight: Christopher Justice, Senior Vice President of Worldwide Marketing at Jahia
Christopher Justice is Senior Vice President of Worldwide Marketing at Jahia. With more than 20 years in developing solutions in content management, integration and virtual commerce, he’s mastered building better businesses through wisdom, a sense of humour and living on the leading edge
One of the initiatives that Jahia has been spearheading is about ethical web experience
management. Our position is that it is up to us - the online marketers - to be transparent in our collection practices, to follow standards-based guidelines as we collect data and ensure the customer has control over which of their data is being collected and how it is being used. My conference presentation is
called ‘Managing Privacy, Ethics and CX Data’, with the focus being a recognition of the power and responsibility that online marketers and their organisations must accept as a course of doing business. There are safeguards and protocols that businesses need to adopt in order to ethically collect and manage customer data. We will explore a few best practices, scenarios and red flags to watch for in the course of doing business.
Good marketing is about brand
credibility. If a customer feels their data was inappropriately collected
or used, it may feel intrusive – as if someone’s taken something from them. That does not build credibility and, obviously, can hurt your brand presence. Now, marketers are usually
‘people’ people. They don’t want to hurt or offend anyone. But what you don’t know as a marketer can hurt your organisation. It will not matter that you have created a great marketing campaign with a totally personalised offer if your
brand credibility Good marketing is about
data is based on surreptitiously gathered information. Why? Because your customer will walk away and, worse, tell all their friends about it. When you have only a quick ‘micro- moment’ of buyer decision time, you must make sure there are no distractions. Your customer must trust your brand, the offer and their relationship with your company. It is up to marketers to substantiate and give customers that environment of trust. Another issue that marketers
need to consider is customer connection points. For example, if a customer logs in from their desktop and then their iPad, more
View the agenda and register at fi
garodigital.co.uk/conferences.aspx or call 020 7870 3380
than one profile may be created. It is crucial to have a 360-degree view of the customer experience with one master record in order to serve them better through a cohesive relationship with that customer. However, it becomes a question
of digital marketing capabilities versus data privacy. People get scared by what they do not know and they can get defensive. Whether data is collected explicitly or implicitly, customer privacy protocols must be a consideration for your company because you are accountable to and responsible for your customers in their experience with your brand. Data timeliness can also be a
problem for marketers. Analysing statistics from multiple systems to cross-reference them can cause ‘slippage’ of key information. And if data is not real-time, marketers are working with history instead of what is happening right now, which can be key for promotions and other digital marketing initiatives. It is vital that you have the appropriate mechanisms in place to responsibly collect data and then to use it in a way that creates authentic relationships with your customers.
jahia.com
34 issue 26 november 2015
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