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The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy. This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits.

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CMOs not ready for digital customer engagement

The majority of the world's top marketing executives recognise that there are definite shifts coming in terms of customer engagement, but most feel under-prepared to manage these changes, according to a recent IBM study of more than 1,700 chief marketing officers (CMOs).

The study also found that, while 82% of CMOs say they plan to increase their use of social media over the next three to five years, only 26% are currently tracking blogs, while 42% are tracking third party reviews and 48% are tracking consumer reviews to help shape their marketing strategies.

In response to this need, IBM has introduced a new set of integrated services designed to help businesses build and expand their digital marketing presence, to help businesses use technology to build more meaningful and personalised interactions using mobile, social and online channels.

Analytic techniques will be used to drive customer engagement, social marketing and collaboration, and marketing performance optimization efforts. For example, retailers, banks, insurance companies, and communications providers are all challenged to deliver the right offers for their products and services to customers at the right time.

Real-time predictive analytics can ease this task by analysing the growing volumes of customer information - across various structured and unstructured data sources - to provide key insights into customer preferences. Combined with business rules based on knowledge of what offers and actions have proven successful with other customers in a similar situation, the analytics can provide recommended actions for that customer on a personalised basis.

IBM recently worked with a global luxury goods retailer to improve the customer shopping experience for its online channel. To reduce barriers in the checkout process, the company created a streamlined process for browsing and checkout, and also created more targeted customer experiences for mobile smart phone and tablet users, alongside helping the retailer to expand its online presence into more countries.

Sources: IBM Interactive / The Marketing Factbook.
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Customer Experience
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Marketing Factbook?

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability.

Find out what works and what doesn't, who's succeeded and how they did it, and how the world's top brands keep their competitive edge against all odds. This report gives you the data you need for the best decisions for a more profitable, more engaging marketing strategy.

Get the hard facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, studies, research and white papers, and gain an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Factbook at your side, you'll have a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)