The three things that I look at are awareness, engagement, and advocacy. The first thing you would want to do in building a content marketing strategy is to consider the idea of awareness, giving awareness to the people you are working with.
How do you reimagine yourself in the context of a world that now is entirely digital? Customers are thinking very actively about how they actually create products and services that essentially create value for customers entirely digitally.
Luxury online retailer Farfetch, where prices start at around a thousand dollars, had a breakout IPO on Thursday raising $885 million while setting a valuation of $6.2 billion on the company.
“It’s really about customer experience,” says Nirosha Methananda, VP of Marketing at Bombora. “I think that is something fundamental to marketing. I feel like we have gone down this path of almost over automating and having to constantly pounce on people without necessarily being conscious and mindful of what their experience is on the other end.”
Conversational marketing is a whole new way of thinking about marketing and sales, says Dave Gerhardt, VP of Marketing at Drift. “We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.”
“The pace of change, the disruption in our industry, it’s manic,” says Ogilvy CEO John Seifert. “The hope I have for convening moments like Cannes is the clients and their partners in tech and creative communications and data start to come together and work harder as partners to design the models of the future.”
OTT is increasingly being tested by advertisers as more inventory becomes available, says Nicole Whitesel, SVP of Enterprise Strategy at Publicis Media. “In the past, OTT was seen as a nascent channel with limited reach,” said Whitesel. “I think now you’re seeing a lot more inventory there available to them to buy.
The CEO of TrenDemon, Avishai Sharon, says that they created their cloud-based software solution in order to help companies prove that the marketing content they produced also achieved business goals and sales.
At Salesforce Dreamforce, Stephanie Buscemi, CMO of Salesforce, and Susan Prescott, Vice President Product Marketing at Apple discussed how mobile is changing the world of marketing.