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  • The Incite Summit Europe Agenda: The Core Issues Facing Marketing Executives in Europe in 2014

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    Incite Marketing and Communications
    36 просмотров5 страниц
    This is the complete agenda for the forthcoming Incite Summit Europe (November 18-19, London). To find out more, and download a complete brochure, go to http://bit.ly/InciteEuropeAgendaS The pre-eminent gathering of senior marketing executives in Europe, the 2014 Summit features Chief Marketing Officers from Thomas Cook, Phones4U, General Electric, Huawei, Interbrand, Just Eat and more. We also bring together senior brand executive speakers from companies like Boots, Lenovo, Adidas, O2, BBC, Pfizer, Gumtree and DHL. Our unique collaborative, interactive approach improves on the typical disengaging conference format. We'll cover all the key issues you'll face in 2014, including: ** Customer centricity: Foster and embed a focus on the customer into everything you do ** Changing relationships: Marketing’s internal role, collaboration, sharing data and being a strategic leader ** Brand as publisher: Discover, produce and disseminate content that stands out from the crowd ** Be everywhere: Hit every channel to reach customers in the right place, at the right time To find out more, go to http://bit.ly/InciteEuropeAgendaS

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    The Incite Summit Europe Agenda: the core issues facing marketing executives in Europe in 2014

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    This is the complete agenda for the forthcoming Incite Summit Europe (November 18-19, London). To find out more, and download a complete brochure, go to http://bit.ly/InciteEuropeAgendaS The pre-eminent gathering of senior marketing executives in Europe, the 2014 Summit features Chief Marketing Officers from Thomas Cook, Phones4U, General Electric, Huawei, Interbrand, Just Eat and more. We also bring together senior brand executive speakers from companies like Boots, Lenovo, Adidas, O2, BBC, Pfizer, Gumtree and DHL. Our unique collaborative, interactive approach improves on the typical disengaging conference format. We'll cover all the key issues you'll face in 2014, including: ** Customer centricity: Foster and embed a focus on the customer into everything you do ** Changing relationships: Marketing’s internal role, collaboration, sharing data and being a strategic leader ** Brand as publisher: Discover, produce and disseminate content that stands out from the crowd ** Be everywhere: Hit every channel to reach customers in the right place, at the right time To find out more, go to http://bit.ly/InciteEuropeAgendaS

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    © All Rights Reserved
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    36 просмотров5 страниц

    The Incite Summit Europe Agenda: The Core Issues Facing Marketing Executives in Europe in 2014

    Загружено:

    Incite Marketing and Communications
    This is the complete agenda for the forthcoming Incite Summit Europe (November 18-19, London). To find out more, and download a complete brochure, go to http://bit.ly/InciteEuropeAgendaS The pre-eminent gathering of senior marketing executives in Europe, the 2014 Summit features Chief Marketing Officers from Thomas Cook, Phones4U, General Electric, Huawei, Interbrand, Just Eat and more. We also bring together senior brand executive speakers from companies like Boots, Lenovo, Adidas, O2, BBC, Pfizer, Gumtree and DHL. Our unique collaborative, interactive approach improves on the typical disengaging conference format. We'll cover all the key issues you'll face in 2014, including: ** Customer centricity: Foster and embed a focus on the customer into everything you do ** Changing relationships: Marketing’s internal role, collaboration, sharing data and being a strategic leader ** Brand as publisher: Discover, produce and disseminate content that stands out from the crowd ** Be everywhere: Hit every channel to reach customers in the right place, at the right time To find out more, go to http://bit.ly/InciteEuropeAgendaS

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 5

    Agenda2.

    0:TheInciteSummitEurope
    November1819,TheGrangeHotel,TowerBridge,London
    www.incitemc.com/europe
    TheInciteSummit:Europe
    CustomerCentricMarketing:Leveragecontent,channelsandcollaborationtodeliverunrivaled
    customerexperience

    1. Customercentricity:Fosterandembedafocusonthecustomerintoeverythingyoudo
    2. Changingrelationships:Marketingsinternalrole,collaboration,sharingdataandbeingastrategicleader
    3. Brandaspublisher:Discover,produceanddisseminatecontentthatstandsoutfromthecrowd
    4. Beeverywhere:Hiteverychanneltoreachcustomersintherightplace,attherighttime

    Provisionalagendaonfollowingpages

    Agenda2.0:TheInciteSummitEurope
    November1819,TheGrangeHotel,TowerBridge,London
    www.incitemc.com/europe
    DayOne:Tuesday18thNovember2014
    MorningKeynotes
    Driveacustomercentricrevolution
    Howyourcompany,departmentandindividualroleshouldchangenowthatyourcustomershaveallthepower

    Marketingexecutivessaythatcustomercentricitywillhavethebiggestimpactontheirrolethisyear.88%ofCEOssaythat
    customeralignmentistheirtoppriorityoverthenext5years.

    Yet92%ofmarketerssaythattheyhavealotofworktodotoactuallygetclosertotheircustomers.

    Inthissession,wellinvestigatetheshiftinpowerfrombrandtocustomerandhowthisshifthasimpactedthemarketers
    role.Welllookatwhyleadingcompaniesshouldbeconsideringacustomercentricmodelandhowsomemajorbrandshave
    begunthetransitionfromaproductcentrictoacustomercentricmodel.

    Phones4U,ScottHooton,ChiefMarketingOfficer
    ThomasCook,MarcoRyan,ManagingDirector,Marketing
    Buildcustomercentricityintoyourentirebusiness
    Buildculture,systemsandprocessesthatputsyourcustomeratthecentre

    Tobecustomercentricrequiresasystematicretoolingofalmosteverythingyoudo
    ClaireBurns,ChiefCustomerOfficer,MetLife

    Drivingcustomercentricityisahugechangeremit.Inthissession,welllookathowtochangeprocesses,workflowsand
    responsibilitiestoputyourcompanyontherightroad.Wellalsolookattheintradepartmentalstructures(crossfunctional
    teaming,matrixmodels)thatsomecompanieshavefoundeffective.

    Ofcourse,manymarketersthinkthatforcustomercentricitytotrulytakehold,companiesmustmovebeyondsystemsand
    processes,andattempttochangethecompanyscultureitself.

    Huawei,AndrewConnell,ChiefMarketingOfficer
    Usedatatounderstandyourcustomerbetter
    Collectit,analyseit,andshareitfast

    Thelifebloodofacustomercentricbusinessis,unsurprisingly,understandingthecustomer.Andasabrandmarketer,youre
    intheenviablepositionofhavingafloodofnewcustomerdatatoworkwith.Yetonly45%ofbrandsareconfidenttheyreusing
    thatdataeffectively.

    Inthissessionwelllookathowtoensurethatthecustomerdatayouneedtobuildthatunderstandingiscollected,managed
    andactionedappropriately.Welldebatesilos,actionableinsights,speed,anddatacollectionmethods.

    Promsvyazbank,OlegLebedev,ChiefMarketingandClientOfficer
    Carrefour,PatrickRouvillois,ChiefMarketingOfficer(former)
    AfternoonDebatesandWorkingGroups
    Changingrelationships,bettercollaboration
    Workwithotherdepartmentstodeliverapremiumcustomerexperience

    Agenda2.0:TheInciteSummitEurope
    November1819,TheGrangeHotel,TowerBridge,London
    www.incitemc.com/europe

    Unfortunately,customerexperienceisntthesoleresponsibilityofthemarketer.Multipledepartments,teamsandevenother
    marketersneedtobuyintotheseamless,consistentexperiencethattheircustomersnowexpect.

    Welldebatehowtoconvinceotherteamstoplayball,howtomanagemultiplecustomertouchpointsconsistently,andhowto
    ensuretheexperienceyoudeliverisunremittinglyexcellent.Welllookatwhetheritssensibletoaggressivelydismantle
    existingcorporatesilosforsomethingmorefluid,andhowtoeradicatepersonalfiefdoms.

    Wellconsiderwaysyoucanstreamlineprocesses,planning,andtoolstoensureaconsistentcustomerexperienceover
    everytouchpoint.

    Adidas,DagmarChlosta,VicePresident,GlobalMarketing
    Lenovo,JanHuckfeldt,VicePresident,Marketing
    Therightplatform,channelandmessageforyourcustomer
    Assessthebestplatformssoyoureachcustomerattherighttimeandplace

    Withtheadventofsocialmediacameanexplosionofnewmarketingplatforms.Overthelastdecade,thespeedinwhichnew
    platformssurfaceanddemandyourattentionisshowingnosignsofslowing.Customerbehaviorischanginginwaysthat
    deeplyimpactmoretraditionalchannels,too.Secondscreensarebecomingcommon,whilebroadcastTVisgivingwaytoala
    cartestreamingservices.

    Understanding,assessing,andintegratingnewplatformsisanincreasinglycoremarketingskill.

    Interbrand,GrahamHales,ChiefMarketingOfficer
    Deliveramultichannelcampaignwithoutcripplingcomplexity
    Makechannelsandplatformsworktogethersoyourwholeisgreaterthanthesumofitsparts

    Beingatrulymultichannelmarketermeanstakingonaroleakintoanorchestraconductor.Makingallyourplatformsand
    channelsworkinharmonyisamajorchallenge.Equally,youneedtouseavoicethatisconsistentwithyourbrand,yet
    sensitivetothenuancesofthechannelsyouchoose.Thecomplexityinherentinamultichannelcampaignisnotgoingaway
    anytimesoon.

    Inthissession,wellinvestigatehowtoincorporatenewchannelsandplatformsintoyourcampaigntoensurethewholeis
    greaterthanthesumofitsparts

    LandsEnd,MarcvonAschwege,VicePresidentofMarketing

    Agenda2.0:TheInciteSummitEurope
    November1819,TheGrangeHotel,TowerBridge,London
    www.incitemc.com/europe
    DayTwo:Wednesday19thNovember2014
    MorningKeynotes
    Makemarketingastrategicleader
    Yournewroleinbuildingastrongerbusinessmovingforward

    Ascustomerexperiencebecomesincreasinglycentraltoeverycompany,sotoodoestheroleofthemarketer.

    Often,themarketingdepartmenthasthedeepestunderstandingofshiftingcustomerneedsandevolvingrelationships.As
    companiesbecomemorecustomercentric,itscriticalformarketerstosharethatknowledgeanduseittohelpdefinefuture
    corporatestrategy.

    GeneralElectric,CavinPietzsch,GeneralManager(Germany)
    Increasethespeed
    Workatthepaceofyourcustomer,notyourbusiness

    Increasingly,largebrandsarentfacingcompetitionfromeachother,butfromsmaller,morenimblecompetitors.Theplaying
    fieldhasbeenlevelledbytheincreasingmaturityofdigitalandsocialchannels,meaningDavidcannowoftenbeatGoliath.

    Toeffectivelyfightback,brandsmustbegintocompeteintermsofagility.Marketersareunderpressuretobuildresponsive,
    agileandconstantlyevolvingmarketingcampaigns.Theyrequireunprecedentedlevelsofinternalcollaboration,efficient
    transitionofinsighttoaction,andquickcontentcreation.Atthesametime,brandsmustbeconfidentthatbecomingagile
    doesnotmeanbecomingmorecavalierandtakingunnecessaryrisks.

    Pfizer,MichaelBellis,MultiChannelMarketingandCustomerExperience
    DHL,PaulRyan,VicePresident,Customer4Life
    AfternoonDebatesandWorkingGroups
    PersonalisationandPrecision
    Movingfromsegmentstomicromarketsgetgranularwithcustomeroutreach

    Thankstothetidalwaveofcustomerdata,deliveringtargetedmarketingtoindividualconsumers,asopposedtobroad
    demographicgroups,issuddenlyarealisticgoal.

    Justbecauseitspossible,doesntmeanitseasy.Inthissession,welldiscusshowpreciseonecanandshouldgetwith
    targeting,whilealsocoveringpersonalisationmethodsthatworkatscaleforglobalcompanies.

    AllianceBoots,BeckyMoffat,HeadofDigitalExperience
    AllianzGlobalInvestors,ChrisTambue,VicePresident,HeadofDigitalMarketing
    BrandsasPublishers
    Findingtherightinternal/externalmaterialtomakestoriesworthshoutingabout

    Weallknowthatcontentisanincreasinglycriticalelementtoanycomprehensivemarketingstrategy.

    Agenda2.0:TheInciteSummitEurope
    November1819,TheGrangeHotel,TowerBridge,London
    www.incitemc.com/europe
    Inthisdiscussion,welllookathowtomakethetransitionfrombrandtopublisheranddeveloprelevant,engagingcontentfor
    yourtargetaudience.Wellinvestigatethepossiblesourcesofcontentyoucancallonbothinternalandexternal.Howdo
    youuseyourenhancedcustomerunderstandingtomakethatcontentrelevant?Howdoyoumakesensiblepredictionson
    brandedcontentsevolutionin2015andbeyond?

    O2,IanCafferky,HeadofMarketingandCommunications
    BBCWorldwide,VincentSider,VicePresidentofSocialMedia
    Putyourstoryinfrontoftheidealreaders
    Disseminateyourcontentovertherightchannelstohityourtargets

    Creatingincrediblecontentisonlypartofthestory.Thenextstepisensuringitgetsinfrontoftherightpeople,attheright
    time.Thatsgettingeverharder,becauseallyourcompetitorsarebecomingpublishers,too.

    Howwillyoustandoutfromtherest?

    Welllookattherightformatforyourchannels,orchestratingamultichannelcontentdistributionstrategy,andensuringyou
    cantellyourstoryeffectivelydespiteyourcustomerreadingdozensofothersperday.

    JustEat,MatBraddy,ChiefMarketingOfficer
    Gumtree,SamDiamond,HeadofMarketing

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