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by Ryan MacInnis
After 19 presentations and a keynote by Razorfish CTO Ray Velez, day 1 of Inbound Marketing Summit Boston is complete. Personalization, omnichannel marketing and social were hot topics today, but I want to discuss some of the presentations that impressed me the most.
Right off the bat, Velez urged the crowd to really think about effective content marketing and to remember that a good marketer no longer is in the business of selling stuff, but instead should be focusing on the needs of the customer. But what really made his keynote so effective in my opinion, were the two videos he showed when discussing how new brand experiences will come from the next generation of storytelling.
The first video was about Audi City, the first digital showroom of its kind, which debuted at the Summer Olympics in London last year. By taking a digital-first approach and giving the consumers the ability to envision their perfect vehicle without any cars in the showroom, sales increased 70 percent.
When Smart Car safety employing a tridion safety cell was targeted in a tweet, Smart Car USA strategically took the tweet and capitalized on it, deftly incorporating it in its content marketing strategy. Clayton Hove, the creative director of ad agency KK Bold, tweeted, “Saw a bird had crapped on a Smart Car. Totaled it.” Smart Car USA fired back, actually doing the math, to let Hove know that it would actually take 4.5 million of those incidents to crush the Smart Car. By doing this, Smart Car USA turned the media into data, which gave the brand and topic of Smart Car safety global awareness.
Read more here.
By creating a 360-degree view of the customer through media exposure, offline customer data and website behavior, the digital experience you help shape will be much more effective.
Three other talks that were highlights of my day surrounded content marketing and social, driving digital loyalty, and personalization. Below is a brief summary of each of the three talks.
- The experience the user has on TV or in print should either be consistent or better than their digital experiences on mobile tablets, smart phones, etc.
- Responsive design is key for all the internet connected devices
- Have a strong analytics strategy; without one, you won’t know what your customers actually think
- 80 percent of business will come from 20 percent of customers
- Customers are the CMOs with ever-changing expectations and needs
- Plant yourself in your customer’s shoes, and you’ll deliver on business objectives
- Good content marketing starts with good listening
- Publishing content is one step, promoting is another piece
- It’s not the broadcast of the content, but the relationship it creates
Award winning film director Lee Daniels closed out today’s events by talking about his personal story growing up in the projects of West Philadelphia and how his approach to successful movie making revolves around producing content that makes viewers think long and hard about what matters most to them.
You can follow me on Twitter at @rkmacinnis for live blogging on Day 2 of the Inbound Marketing Summit in Boston on Thursday.