www.figarodigital.co.uk
The Figaro Digital Marketing Conference
The Figaro Digital Marketing Conference took place in November at the Royal College of Physicians in London and saw 400 delegates joining 40 speakers for a day packed with insight into the issues that’ll be shaping digital marketing in 2013. We caught up with some of the event’s speakers and asked them to outline their visions of the future
Chris Vezey, Sales Director at Sitecore UK and Simon Nash, Head of Planning at Reading Room cast an eye over the future of multi-channel marketing
T
o what extent do you think marketers have adapted to the demands of the new multi-channel environment?
Chris Vezey: As consumers we all want to interact
with a company using whatever device is easiest or most appropriate, at the lowest cost to us, at the time when we want to use it. That means organisations have to move from just thinking about their information architecture and user journeys, and concentrate on the conversation, regardless of the channel.
Chris Vezey, Sales Director at Sitecore UK
Forrester recently produced a report called ‘The Multichannel Maturity Mandate’. There they looked at 260 or so B2B and B2C organisations around the world to see how many people were practicing multi-channel marketing. They discovered that 40 per cent of respondents saw themselves as ‘mature’ digital marketers - though of course, you may feel what we think of as ‘mature’ is slightly self-referential.
What we saw though, were some very impressive results through multi-channel in terms of impressions, identifying revenue, shortening the sales cycle and accelerating opportunities further down the funnel.
However, what Forrester also found was that the actual implementation of multi-channel marketing was very different among those who classed themselves as mature, intermediate or of what it means to be successful in this sector. And even among those who are successful, there are many areas where people can
What might some of those steps towards improvement involve?
Simon Nash,
Head of Planning at Reading Room
Simon Nash: It’s partly about culture, it’s partly about people and it’s partly about technology. For some companies, those internal thought processes just aren’t changing fast enough to make multi-channel marketing as successful as it could be. For example, learning to think like a publisher – learning how to slice and
dice content so that it really works – that can be quite a challenge.
I spend a lot of time going into organisations and rethinking the way they work with their teams across divisions. In a multi-
worrying about your intellectual property in the way you might
thinking in a closed, competitive way about the knowledge your company has - and which your customers want - then you’re not going to be very successful at spreading it. And that means you’re not going to be very successful at your multi-channel marketing.
You need to get the capabilities right, put the right technology in place, but you also need to change the way you think. Look at cause a market to disappear. Look at
airbnb.com, for example, who created a whole new market around peer-to-peer accommodation which is proving to be a massively popular alternative to hotel accommodation. Organisations need to become more adaptable, and what they do.
Read the full interview at:
www.figarodigital.co.uk/editorial-article/ sitecore/
in-depth-chris-vezey-simon-nash.aspx
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LISTINGS
CLIENT CASE STUDIES
DIGITAL MARKETING CONFERENCE
ESSAYS
CASE STUDIES
UPFRONTS
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