Here we present how the Closing the gap podcast series seeks to tackle the questions around modern consumer engagement
Digital transformation is now a matter of business survival.
To help marketers understand the impact of digital on their roles and consumer engagement, the Closing the Gap podcast series identified key ways consumer behaviour has changed as a result of digital transformation.
For example, consumers are building their own solutions, evaluating across category and negotiating price differently. This has given them the control of brand engagement, and has changed everything, from how they research products and services, to their reliance of peer-to-peer recommendations and their loyalty to brands.
From there, the podcast series sought to understand how marketers can bridge the gap between their brands and the modern customer. To do this, we explored the following seven areas:
In this latest episode of our Conversations over a Cuppa with CMO series, we catch up with Jane Power, who stepped into the director of marketing and transformation role at GenesisCare in April 2020.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.
At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.
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