New & exciting Video from across the globe | Marketing Mag

MarketingTV: Three top marketers on the role of personalisation in customer experience

Marketing Mag — Mon, 30 Mar 2015 00:00:00 +0000

Three marketing leaders discuss what ‘personalisation’ really means for brands in 2015, why it’s a strategic imperative and how it impacts customer experience, in this latest video in a three-part collaboration between Marketing and Australia Post.

What does ‘personalisation’ mean for an organisation in 2015? Far from being limited to a customer’s name in an email, businesses are embracing the power of data to take personalisation communications and into territory that moulds the customer experience around individual customers based on their behaviour.

In this video, we ask three marketing and business leaders what it means for their organisations and how they create personalised experiences that make their customers and members feel special.

In order of appearance:

Jamima White, general manager – loyalty, Myer,
Ian Jones, general manager – enterprise corporate and government sales, Australia Post, and
Simon Wickson, manager of customer relationship management, Howard’s Storage World.

Answering:

What does personalisation now mean in your organisation?
Does it go deeper than communications and channel selection?
How are you finding the right mix of traditional and digital communication channels?

Find out what they have to say about personalisation in the video below:

MarketingTV: The cultural and technology formula for digital transformation in ‘traditional’ sectors

Marketing Mag — Tue, 24 Mar 2015 00:00:00 +0000

Hear business leaders discuss the processes and cultural challenges to digital transformation of traditional services in this latest video in a three-part collaboration between Marketing and Australia Post.

Digital transformation is not just about the technology. We ask leading marketers from two large enterprises how their organisations are balancing traditional processes with the need to modernise for customers, and find that the journey and acceptance within the organisations are just as important.

In order of appearance:

Dirk Van Lammeren, General manager – MyPost & AccessOne, Information, Digital & Technology Australia Post
Michael Weeding, digital director, AMP.

Answering:

How is your organisation modernising systems and processes?
Culturally, what needs to be done within an organisation for transformative programs to stick?
Is a paperless future possible in enterprise?

Find out their answers by watching the video below:

MarketingTV: What ‘customer-centric’ really means to NAB, Virgin Mobile, Australia Post

Marketing Mag — Tue, 17 Mar 2015 00:00:00 +0000

Hear three marketing leaders discuss what it really means to be customer-centric, from the decisions around channel choice to the security issues raised by new digital platforms that enhance customer experience, in this latest video in a three-part collaboration between Marketing and Australia Post.

‘Customer centricity’ is one of those terms that begs deeper, practical examination, so we sat down with three marketing leaders to discuss how their businesses define customer centricity, how that impacts the brand and communications, and how new digital technologies that enhance customer experience are integrated pragmatically by organisations.

In order of appearance:

Samantha Bartlett, general manager – customer experience, Australia Post,
Todd Copeland, general manager – digital, NAB, and
Nicole Bardsley, director of brand and communications, Virgin Mobile Australia.

Answering:

What are the benefits of communicating with customers on their own terms?
How does a business decide which channels to use?
How does an organisation approach new digital technologies that bring new privacy and security issues?

Find out their answers by watching the video below:

Video: Mondelez’ Amanda Banfield shares insights on innovation and growth

Marketing Mag — Mon, 02 Mar 2015 00:00:00 +0000

It is marketing’s responsibility to think ahead and lead the charge, while everyone in an organisation is accountable for growth, Mondelez International’s managing director Australia/New Zealand, Amanda Banfield, has said in the latest episode of the AANA’s Marketing Dividends.

In the video, Banfield outlines the company’s strategy in building innovation partnerships to accelerate faster across analytics, ROI, digital and social media. The company has built an innovation centre in Melbourne.

Mondelez has been operating its ‘Mobile Futures’ program over the last six months, partnering with five start-ups to explore new mobile technologies as marketing tools.

“It has been an amazing experience for our marketers to actually work with entrepreneurs who think completely differently. For example, in the space of mobile marketing, it’s actually opening the marketers’ eyes to what’s going on out there and how fast it’s changing,” Banfield says.

She explains how the Mondelez team explores ways that innovation can lead to growth as part of each category’s three-year growth plan.

“Marketing is the part of the organisation that will lead the business and make opportunities come to life.”

Watch Banfield on Marketing Dividends, courtesy of the AANA YouTube channel.

Previous episodes of Marketing Dividends:

WATCH: Telstra’s Inese Kingsmill »

WATCH: Suncorp’s Mark Reinke »

WATCH: Virgin Mobile’s David Scribner »

WATCH: CBA’s Vittoria Shortt on connecting brand strategy with business strategy »

WATCH: Video: Lion’s Matt Tapper on clear company purpose »

‘Telstra board knows customer advocacy is no soft metric’ – Inese Kingsmill on Marketing Dividends

Marketing Mag — Mon, 16 Feb 2015 00:00:00 +0000

Telstra’s director of corporate marketing, Inese Kingsmill has told the AANA’s Marketing Dividends program that customer advocacy has become the key focus for growth at the telco.

“We fundamentally believe that customer advocacy has to underpin any growth that the business is going to be able to achieve,” says Kingsmill, “whether that’s in the core of our business or in growth markets. Customer advocacy is strongly related to trust, for example. Customer advocacy is very strongly related to lifetime value and the future relationship with the customer.”

Kingsmill says that right up to the board level it is understood that customer advocacy is not ‘a soft metric’ as a result of econometric modelling that proves the lifetime value of a customer increases as customer advocacy rises.

“We have a very sophisticated research, insights and analytics function within the Telstra marketing team. So we’ve got a very good understanding of what the drivers of advocacy are, and what the attributes are that then help us to shape our go-to-market products and services, solutions and brand focus so that we can build advocacy, build lifetime value for the customer and improve the growth of the business.”

Kingsmill says analytics and insights guide the marketing team and, “the modelling work that we do allows us to look at value pools, and to be able to create the right types of offerings, construct those offerings that we can take to market and deliver to people in a way that is relevant to their needs. Therefore the aperture through which they can consider Telstra as the right option is exponentially increased.”

Here’s Kingsmill on Marketing Dividends via the AANA YouTube channel.

Previous episodes of Marketing Dividends:

WATCH: Suncorp’s Mark Reinke »

WATCH: Virgin Mobile’s David Scribner »

WATCH: CBA’s Vittoria Shortt on connecting brand strategy with business strategy »

WATCH: Video: Lion’s Matt Tapper on clear company purpose »