Featured Video: Marketing Forum 2008
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Brian Haven — Senior Analyst
The four I's — involvement, interaction, intimacy, and influence — provide a framework for better understanding
and measuring engagement with your customers.
(9:03)
Kerry Bodine — Principal Analyst
Designing for engagement means understanding how to build usefulness, usability, and desirability into customer experiences.
(9:50)
George F. Colony — Chairman and Chief Executive Officer
Two months after beginning his blog, George shares the five things he's learned.
His observations may help marketers frame the "should the CEO be blogging" discussion within their own organizations.
(5:15)
Casey C. Jones — Vice President, Global Marketing, Dell
Mary Beth Kemp — Principal Analyst
What did Dell look for in its marketing agency search? And why was analytics the No. 1 priority?
(9:42)
Mark Colombo — Senior Vice President, Digital Access Marketing, FedEx Services
How can you measure engagement, customer experience, and advocacy in a B2B environment?
(3:17)
Emmanuel Brown — Director of Digital and Content, Nike's Jordan Brand
How the Jordan Brand empowers its customers to create brand advocates.
(4:05)
Cathy Halligan — Chief Marketing Officer, Walmart.com, Wal-Mart
Lisa Bradner — Senior Analyst
How does the world's biggest retailer measure engagement?
(3:04)
Nancy MacIntyre — Executive Vice President — Product, Innovation, and Marketing, LeapFrog Enterprises
LeapFrog uses continuous customer feedback to design and re-engineer its products.
Tying together all of its products along one continuum enables the child-learning company to engage in an on-going conversation with parents.
(1:45)
Patrick Jordan — Author, How To Make Brilliant Stuff People Love
How can marketers connect with customers' psychological, physical, social, and ideological motivations? (8:27)
Marketing Forum 2008
Marketing’s New Imperative For Success: Engagement
Today, marketers face a tough reality: The classic "marketing funnel" is broken. Only 13% of consumers say they buy products because of ads. And more than half of B2B marketers say they struggle to reach decision-makers at customer organizations. As the power of traditional marketing fades, companies must develop a new approach: engagement. Fortunately, marketers have an expanded tool set for engaging customers — from digital innovations that encourage user interaction to social media that turns customers into influencers.
