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In previous years, Dave Chaffey has spoken at the eCircle conferences, but this year was different since eCircle is now part of Teradata .
In 2012 they acquired Ecircle and Aprimo of which Ecircle’s core business is email marketing solutions and Aprimo, Market Leader in cloud base integrated marketing solutions.
I attended to take a look at some of the latest approaches on ECRM/Marketing Automation/Email Marketing/Big Data and we will share some of the most useful Slideshares when they're available.
In the keynote, the VP of Teradata Ecircle Volker Wiewer along with International President Herman Wimmer gave their view on Integrated marketing in 2013 and highlighted the ongoing challenge of:
‘Choosing the right channel, communicating with the client that there is not an off-the-shelf solution and providing the right solution to meet the goals of the company'.
They shared many strategies, case studies and insight from clients which showed approaches to overcoming this - we have some examples below.
During their presentation, they shared their marketing roadmap and outlined 4 rules to success:
If you'd like more information on developing a ‘Marketing roadmap’ we have developed this for Expert members - our system is available in our Marketing Strategy Toolkit.
Homing on on 'creativity, they showed Netflix as a great case study. Started in 1997 providing video rentals and through analysing customer behaviour and video engagement, they unwrapped demand for streamed content and shifted their core business. Then in 2013, released their own exclusive series 'House of Cards'.
Another case study, was Aviva who used ' customer data' in an app to reward motorists:
The app monitors driving patterns and speed which the consumer opts in to, and in return they could be be rewarded with a 20% discount.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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