rDialogue recently attended CRMC in Chicago along with a number of clients and industry friends. We heard from many wonderful speakers including Barnes & Noble, Jeff Klein from Harry’s (and Warby Parker), Luxottica, Ted Rubin and our client Valentino Vettori from Century 21 Department Stores.
We had two fundamental takeaways, both reinforcing what we have been promoting for some time. More precisely, since we named our firm rDialogue as a way to extend the idea of Relevant Dialogue.
We are living in an exciting era in which technology has the capability of enhancing a customer’s experience at a large scale like never before. Today, the technology market is booming with innovation and companies are seeking to understand which tools they should use to enhance their customers' experience.
We work with several businesses that are marketing to high-end or affluent consumers, and like most marketers today, these luxury marketers are focused on two things: building their presence in the social media space and promoting their brands. Not to say that these goals aren’t important, but the preoccupation with channel and brand has blinded many to the huge opportunity they now have to discuss their brand with customers and prospects in new and more relevant ways, regardless of channel.
CMOs and other marketing leaders are finally becoming more accountable, working with CFOs and CIOs to deliver more of what is expected by CEOs and boards: profitable growth. However, for a majority of companies, profitable growth via marketing is increasingly challenging – whether tackling “Big Data”, acquiring new customers, moving to “mobile first”, identifying (much less leveraging) influencers or simply driving sales. There’s a lot to do with fewer resources. Customer engagement is more difficult than ever given the clutter and noise in the marketplace and in people’s lives. Unfortunately, it’s not going to get any easier.
Content, content, content. Everyone's talking about content like it's a revolutionary new concept. In reality, it isn't new, but it’s becoming more and more vital to provide relevant content to your customers to keep them engaged in the digital age of hyperclutter. In fact, some very smart companies have been using content to deepen customer relationships for decades - over a century in some cases - by providing a wealth of information beyond their core product.