This week I wanted to share some more thoughts with you around what I took away from my recent keynote and meetings at the US CMO Conference. If there is one thing I love to discuss right now, it's the incredibly huge opportunity that all companies have to leverage their incentive data to help them grow revenue and reduce costs. This idea is exceedingly important and it was given its due with nearly everyone I met at the conference. With that as the backdrop, here are three more other hot topics you may find are worth looking into:
1. Dominance of Customized Offerings
When we look at how people buy now, there has never in history been a time where so many factors come into play and so many players can influence a sale. Looking back at the rise of long-tail, highly personalized consumer goods you can observe how the rise of the Internet and other technologies have made the sale and delivery of these focused consumer offerings viable.
What relevance does this have to you as a seller of tires? Plenty.
These same technologies have made it possible for you to tailor and scale everything from your consumer marketing to your channel programs. Customization of marketing tactics is a trend that is looking like it has taken root and will become an important mainstay of how purchasing decisions are influenced at all levels.
2. Mobile Matters
We've finally gotten past “that doesn't apply to us” where mobile connectivity as a point of engagement is concerned. In fact, quite a few people admitted that the realization struck each of them hard one day while they were researching a purchase using their phone's web browser.
The follow up question always seems to be “how much will a custom app cost us?” I'm going to go out on a limb and say that there is a good chance most of you don't need a custom app. I've already written in detail about this right here in this very column, but the short version is this: figure out what, if any, hardware dependencies your offering will have built into it before you get too wrapped up in a custom app.
3. Shifting discussions around post-sale engagement and retention.
If you've been following along, you know I got into this a bit in last week's column too. As new digital tools have entered our collective toolbox many of us have become quite adept at using them for customer acquisition and now we find our eyes are shifting to the next mountain top: engagement and retention. There is a major opportunity now to bring some of your company's consumer marketing firepower to bear in this arena. The key to making it work is to remember that, simply put: people will opt to engage with brands as long as the brands work hard to make it worth their while. This means keep the relationship interesting and helpful to the person. “Interesting and helpful” are easy things to blithely drop into a blog post, I know, but like any relationship in your life and work your brand will get out of it what you put in.
A lifelong technology entrepreneur, Jason Atkins is the founder and CEO of 360insights. 360insights is the world's first Channel Success Platform, allowing brands to run spiffs, rebates, co-op/MDF, and sell-through allowances all processed and paid with 100% audit and powerful analytics to predict what to do next. For more information, visit: http://www.360insights.com