Reuters Strategic Marketing West 2024 Recap

Last week, WongDoody took the floor at the 2024 Reuters Strategic Marketing West Conference (#SM24) in sunny Los Angeles, where we connected with over 250 top marketing leaders from iconic brands like Poshmark, Albertsons, and Alaska Airlines who are all shaping the fabric of consumer-brand interactions. 

Our roundtable facilitated by Christy Ferguson and Nicole Saganice, "Unleash Hyper-Personalization with Emerging Tech," was a hit, sparking lively conversations about how brands are using emerging tech to optimize and humanize engagement strategies that deliver hyper-personalization, how those strategies have evolved over time, and how we as an industry are repositioning it today. And at our booth, we brought out the newest Oculus mixed reality headset to show off our Digital Twin capabilities!

As we continue to unpack our experiences from SM24, here are the top takeaways from the event we took note of that are set to redefine marketing in 2024:

Renewed Emphasis on Qualitative Data

Qualitative marketing research plays an essential role in uncovering cultural and demographic insights that are vital for developing effective multi-audience and multi-channel marketing campaigns, which are increasingly popular among brands today. Chief Marketing Officers are particularly interested in integrating qualitative data into the development of Large Language Models (LLMs), aiming to enhance their functionality and relevance. To this end, brands are leveraging advanced chatbots and exploring innovative methods for gathering qualitative data. These strategies allow for more nuanced understanding and engagement with diverse consumer bases, thereby supporting more targeted and effective marketing initiatives.

Hyper-Personalization is the CMOs new Superpower

Hyper-personalization is emerging as a crucial asset for CMOs, fundamentally transforming how brands engage with customers. AI-driven technologies are now sophisticated enough to facilitate highly personalized creative content, messaging, and brand experiences at every consumer touchpoint. CMOs are increasingly keen to employ hyper-personalization throughout the entire customer journey, aiming to implement a comprehensive, omni-channel marketing strategy. By leveraging AI and Machine Learning (ML) decisioning engines, marketers can achieve superior attribution, ensuring that every marketing effort is both targeted and effective. This approach not only enhances customer engagement but also drives greater return on investment for marketing initiatives.

CMOs are the new CCOs (Chief Change Officers)

Historically, the Chief Marketing Officer role has centered on steering a company’s branding, marketing, and communication efforts to enhance product and service awareness, promotion, and sales. However, according to Kate Franco, VP of Customer Engagement at Poshmark, there's a notable shift in this role towards becoming the new ‘Chief Change Officers.’ This transformation is largely driven by the need to adapt to the disruptions caused by technological advancements including AI adoption in marketing operations.  

Today’s CMOs are uniquely positioned to not just initiate value-driven change, but define and lead the adoption strategy as Change Management Officers. They are pivotal in reorienting organizations towards unprecedented growth by instilling change, which is crucial for business success. Embracing change involves adopting new technologies, data-driven strategies, processes and innovative ways of thinking. Change paves the way for discovering new growth avenues, enhancing agility in operations, and boosting revenue generation. Ultimately, this means mastering the art of thriving in new, often challenging environments.

Great CX starts with Great EX

Organizational change can be high-risk, but also high reward: the right investments must be made to drive a culture of care, high-performance and innovation. Eric Edge, MD of Marketing and Advertising for Alaska Airlines shared that great CX starts with great EX by emphasizing a culture of care and doing the right thing for your employees. Recent studies support this mindset, with EX leaders having 2x the CSAT compared to EX-laggards (MIT Sloan) and 55% of leaders strongly agreeing they cannot provide great CX without great EX (Harvard Business Review).

Purpose Paired with Core Values Drives Business Growth

In today's environment of abundant choices and competing priorities, Chief Marketing Officers are crucial in steering business growth by synchronizing marketing initiatives with the organization’s core values and by focusing on crafting impactful customer experiences that resonate with and bolster the brand’s mission. Francisco Bram, VP of Marketing and Customer Insights at Albertsons, exemplifies this approach with their Sincerely Health app, which notched a 20% increase in digital sales, underscoring the significant value of cultivating genuine customer relationships over mere transactional interactions.

Bram emphasizes the importance of deep investment in customer experiences. His strategy involves engaging directly with customers through panels and surveys, attentively listening to their feedback to refine products, and collaboratively creating brand experiences. This comprehensive understanding of every facet of the customer's journey—their perceptions, emotions, and behaviors—is pivotal in making informed decisions. Such a tailored approach not only meets customer needs but also builds authentic customer connections, loyalty and lifetime customer value.  

Want to hear more about what we learned? Connect with WongDoody's Christy Ferguson or Nicole Saganice.

FPO
WongDoody

Reuters Strategic Marketing West 2024 Recap

Last week, WongDoody took the floor at the 2024 Reuters Strategic Marketing West Conference (#SM24) in sunny Los Angeles, where we connected with over 250 top marketing leaders from iconic brands like Poshmark, Albertsons, and Alaska Airlines who are all shaping the fabric of consumer-brand interactions. 

Our roundtable facilitated by Christy Ferguson and Nicole Saganice, "Unleash Hyper-Personalization with Emerging Tech," was a hit, sparking lively conversations about how brands are using emerging tech to optimize and humanize engagement strategies that deliver hyper-personalization, how those strategies have evolved over time, and how we as an industry are repositioning it today. And at our booth, we brought out the newest Oculus mixed reality headset to show off our Digital Twin capabilities!

As we continue to unpack our experiences from SM24, here are the top takeaways from the event we took note of that are set to redefine marketing in 2024:

Renewed Emphasis on Qualitative Data

Qualitative marketing research plays an essential role in uncovering cultural and demographic insights that are vital for developing effective multi-audience and multi-channel marketing campaigns, which are increasingly popular among brands today. Chief Marketing Officers are particularly interested in integrating qualitative data into the development of Large Language Models (LLMs), aiming to enhance their functionality and relevance. To this end, brands are leveraging advanced chatbots and exploring innovative methods for gathering qualitative data. These strategies allow for more nuanced understanding and engagement with diverse consumer bases, thereby supporting more targeted and effective marketing initiatives.

Hyper-Personalization is the CMOs new Superpower

Hyper-personalization is emerging as a crucial asset for CMOs, fundamentally transforming how brands engage with customers. AI-driven technologies are now sophisticated enough to facilitate highly personalized creative content, messaging, and brand experiences at every consumer touchpoint. CMOs are increasingly keen to employ hyper-personalization throughout the entire customer journey, aiming to implement a comprehensive, omni-channel marketing strategy. By leveraging AI and Machine Learning (ML) decisioning engines, marketers can achieve superior attribution, ensuring that every marketing effort is both targeted and effective. This approach not only enhances customer engagement but also drives greater return on investment for marketing initiatives.

CMOs are the new CCOs (Chief Change Officers)

Historically, the Chief Marketing Officer role has centered on steering a company’s branding, marketing, and communication efforts to enhance product and service awareness, promotion, and sales. However, according to Kate Franco, VP of Customer Engagement at Poshmark, there's a notable shift in this role towards becoming the new ‘Chief Change Officers.’ This transformation is largely driven by the need to adapt to the disruptions caused by technological advancements including AI adoption in marketing operations.  

Today’s CMOs are uniquely positioned to not just initiate value-driven change, but define and lead the adoption strategy as Change Management Officers. They are pivotal in reorienting organizations towards unprecedented growth by instilling change, which is crucial for business success. Embracing change involves adopting new technologies, data-driven strategies, processes and innovative ways of thinking. Change paves the way for discovering new growth avenues, enhancing agility in operations, and boosting revenue generation. Ultimately, this means mastering the art of thriving in new, often challenging environments.

Great CX starts with Great EX

Organizational change can be high-risk, but also high reward: the right investments must be made to drive a culture of care, high-performance and innovation. Eric Edge, MD of Marketing and Advertising for Alaska Airlines shared that great CX starts with great EX by emphasizing a culture of care and doing the right thing for your employees. Recent studies support this mindset, with EX leaders having 2x the CSAT compared to EX-laggards (MIT Sloan) and 55% of leaders strongly agreeing they cannot provide great CX without great EX (Harvard Business Review).

Purpose Paired with Core Values Drives Business Growth

In today's environment of abundant choices and competing priorities, Chief Marketing Officers are crucial in steering business growth by synchronizing marketing initiatives with the organization’s core values and by focusing on crafting impactful customer experiences that resonate with and bolster the brand’s mission. Francisco Bram, VP of Marketing and Customer Insights at Albertsons, exemplifies this approach with their Sincerely Health app, which notched a 20% increase in digital sales, underscoring the significant value of cultivating genuine customer relationships over mere transactional interactions.

Bram emphasizes the importance of deep investment in customer experiences. His strategy involves engaging directly with customers through panels and surveys, attentively listening to their feedback to refine products, and collaboratively creating brand experiences. This comprehensive understanding of every facet of the customer's journey—their perceptions, emotions, and behaviors—is pivotal in making informed decisions. Such a tailored approach not only meets customer needs but also builds authentic customer connections, loyalty and lifetime customer value.  

Want to hear more about what we learned? Connect with WongDoody's Christy Ferguson or Nicole Saganice.

FPO
WongDoody

Last week, WongDoody took the floor at the 2024 Reuters Strategic Marketing West Conference (#SM24) in sunny Los Angeles, where we connected with over 250 top marketing leaders from iconic brands like Poshmark, Albertsons, and Alaska Airlines who are all shaping the fabric of consumer-brand interactions. 

Our roundtable facilitated by Christy Ferguson and Nicole Saganice, "Unleash Hyper-Personalization with Emerging Tech," was a hit, sparking lively conversations about how brands are using emerging tech to optimize and humanize engagement strategies that deliver hyper-personalization, how those strategies have evolved over time, and how we as an industry are repositioning it today. And at our booth, we brought out the newest Oculus mixed reality headset to show off our Digital Twin capabilities!

As we continue to unpack our experiences from SM24, here are the top takeaways from the event we took note of that are set to redefine marketing in 2024:

Renewed Emphasis on Qualitative Data

Qualitative marketing research plays an essential role in uncovering cultural and demographic insights that are vital for developing effective multi-audience and multi-channel marketing campaigns, which are increasingly popular among brands today. Chief Marketing Officers are particularly interested in integrating qualitative data into the development of Large Language Models (LLMs), aiming to enhance their functionality and relevance. To this end, brands are leveraging advanced chatbots and exploring innovative methods for gathering qualitative data. These strategies allow for more nuanced understanding and engagement with diverse consumer bases, thereby supporting more targeted and effective marketing initiatives.

Hyper-Personalization is the CMOs new Superpower

Hyper-personalization is emerging as a crucial asset for CMOs, fundamentally transforming how brands engage with customers. AI-driven technologies are now sophisticated enough to facilitate highly personalized creative content, messaging, and brand experiences at every consumer touchpoint. CMOs are increasingly keen to employ hyper-personalization throughout the entire customer journey, aiming to implement a comprehensive, omni-channel marketing strategy. By leveraging AI and Machine Learning (ML) decisioning engines, marketers can achieve superior attribution, ensuring that every marketing effort is both targeted and effective. This approach not only enhances customer engagement but also drives greater return on investment for marketing initiatives.

CMOs are the new CCOs (Chief Change Officers)

Historically, the Chief Marketing Officer role has centered on steering a company’s branding, marketing, and communication efforts to enhance product and service awareness, promotion, and sales. However, according to Kate Franco, VP of Customer Engagement at Poshmark, there's a notable shift in this role towards becoming the new ‘Chief Change Officers.’ This transformation is largely driven by the need to adapt to the disruptions caused by technological advancements including AI adoption in marketing operations.  

Today’s CMOs are uniquely positioned to not just initiate value-driven change, but define and lead the adoption strategy as Change Management Officers. They are pivotal in reorienting organizations towards unprecedented growth by instilling change, which is crucial for business success. Embracing change involves adopting new technologies, data-driven strategies, processes and innovative ways of thinking. Change paves the way for discovering new growth avenues, enhancing agility in operations, and boosting revenue generation. Ultimately, this means mastering the art of thriving in new, often challenging environments.

Great CX starts with Great EX

Organizational change can be high-risk, but also high reward: the right investments must be made to drive a culture of care, high-performance and innovation. Eric Edge, MD of Marketing and Advertising for Alaska Airlines shared that great CX starts with great EX by emphasizing a culture of care and doing the right thing for your employees. Recent studies support this mindset, with EX leaders having 2x the CSAT compared to EX-laggards (MIT Sloan) and 55% of leaders strongly agreeing they cannot provide great CX without great EX (Harvard Business Review).

Purpose Paired with Core Values Drives Business Growth

In today's environment of abundant choices and competing priorities, Chief Marketing Officers are crucial in steering business growth by synchronizing marketing initiatives with the organization’s core values and by focusing on crafting impactful customer experiences that resonate with and bolster the brand’s mission. Francisco Bram, VP of Marketing and Customer Insights at Albertsons, exemplifies this approach with their Sincerely Health app, which notched a 20% increase in digital sales, underscoring the significant value of cultivating genuine customer relationships over mere transactional interactions.

Bram emphasizes the importance of deep investment in customer experiences. His strategy involves engaging directly with customers through panels and surveys, attentively listening to their feedback to refine products, and collaboratively creating brand experiences. This comprehensive understanding of every facet of the customer's journey—their perceptions, emotions, and behaviors—is pivotal in making informed decisions. Such a tailored approach not only meets customer needs but also builds authentic customer connections, loyalty and lifetime customer value.  

Want to hear more about what we learned? Connect with WongDoody's Christy Ferguson or Nicole Saganice.

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