April 5, 2012
05 Apr 2012

EVENT: How Customer-Centric Marketing Creates Measurable Results – Weds April 25th

Idio’s Content Marketing breakfasts are a monthly forum for networking, learning and discussion around eCRM and “content marketing” (ie using content to attract, engage, and retain customers).

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Aly Richards (Global CEM Practice Leader, Acxiom)

Companies are having to re-orient themselves around customers in order to build sustainable competitive advantage. Marketing is moving from being broadcast and planned, to individualised and predictive. The companies that consistently create great customer experiences in this open, social, and networked world, will hold the keys to success.

On Weds 25th April, Aly Richards (Global CEM Practice Leader, Acxiom) will be discussing best practices and relevant case studies, to show how marketers can capitalise on the latest technology to deliver personalized and commercially valuable content, making their marketing truly customer-centric and reap the resulting ROI.
  • Aly Richards has over twenty years experience delivering Customer Relationship Management solutions for blue chip companies within telecommunications, and financial services sectors.
  • She has created ground-breaking decision management architecture and CEM model, and is a recognized thought leader in Centralised Decisioning and Next Best Action (NBA) inbound marketing programs.
  • Most notably, as Head of CRM at O2, Aly pioneered the design, development and implementation of the Vision Next Best Offer Program which delivered offer acceptance rates of greater than 50% and over £100m of net benefits

Places are very limited so to request an agenda, please contact events@idioplatform.com

N.B. Although this is billed as a ‘brand’ breakfast, agency partners are more than welcome to bring a client.

4 Comments/0 Tweets/in CRM (Customer Relationship Management)
February 10, 2012
10 Feb 2012

Why your Facebook competitions create ‘fans’ no better than the London rioters…

Every week without fail, I guarantee you’ll find brands doing something like this in your social streams:

For those who don't 'do' opera, insert: "iPad2"

For far too long, agencies – who have secured the dubious honour of comandeering client Facebook pages – have used unimaginative weekly competitions (with uninspired prizes), to reach their engagement KPi’s for the month (i.e. get 5,000 more fans).

Free product for the cost of a ‘Like’? – BAM – arbitary engagement stats hit. Simples.

Let’s ignore for the moment that these kinds of competitions are a violation  Facebook’s competition rules. My major problem with these pervasive competitions is that this is the kind of ‘fan’ they create:

FB competitions create opportunistic 'fans' who have no intention of sticking around for 'conversation' and 'engagement'

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4 Comments/0 Tweets/in Content Marketing, Conversational Marketing
October 13, 2011
13 Oct 2011

Conversational Marketing Series: Conversations in an Interaction Rich World

In this series, the Chairman of idio, David Barrow outlines his vision of conversational marketing; where a customer-centric approach pays dividends for customers and businesses alike. David Barrow was the Founder and CEO of KiQ, which transformed the CRM landscape in the UK, and was acquired by Chordiant in 2004. Click here for the first post in this series.

Imagine the perfect interaction. It’s probably close to a face to face conversation in which everything that is known and inferable about the person opposite (and everything, appropriately analysed, summarised and predicted about everyone else) is used to continually adjust both what is said and how it is conveyed in the light of responses, body language and the topic under discussion. Unlike with traditional CRM or Campaign Management systems where mechanical, overt, pre-planned processes dominate, here there is no fixed script, just some developed ideas and principles, everything else is dynamic. You do it, I do it, all the time. It’s how people talk and influence each other. It’s how we engage.

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0 Comments/0 Tweets/in Content Marketing, CRM (Customer Relationship Management), Customer Intelligence
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