Digital Transformation of Marketing Departments
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Chief Marketers Eye CEO, COO Roles

Chief Marketers Eye CEO, COO Roles | Digital Transformation of Marketing Departments | Scoop.it
Chief marketers are positioning themselves for broader management roles, according to a new study from Forrester and Heidrick & Struggles.
Eva Champagne's insight:

Transforming a VP Marketing role to a CMO position entails more than just a title change. As the Forrester research suggests, the CMO takes on a much more holistic responsibility for the success of the business. The cooperation between Marketing and other operating and support departments is essential to survive the digital transformation of the company. A symbiosis is required, which is why the role of CMO is part of the core of the Executive Board. And for that reason, more successful executives from outside of Marketing will take on CMO roles, until Marketing executives become more skilled in general business & strategic thinking.

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4 Reasons Why Insurance Must Embrace Social Business in 2014

4 Reasons Why Insurance Must Embrace Social Business in 2014 | Digital Transformation of Marketing Departments | Scoop.it
Insurance companies commonly generate significant business value by enhancing existing customer relationships and expanding business  through social channels.
Eva Champagne's insight:

This is basically a written version of Clara's talk at LeWeb. The example given in the first paragraph is AXA France.

I totally agree with her; social is business, not just advertising. The value of social for inrance companies is evident on multiple levels:

1) connecting with clients and prospects on social networks provides an additional 1-2-1 conversation & relationship channel with (potential) clients, increasing preference and credibility, both for individual as corporate clients (via different social networks).

2) monitoring social networks and the digital sphere provides  insights into changing cultural preferences and new trends, allowing to adapt/tailor products to better fit the needs of the savvy consumers of today

3) social networks add an information layer that wasn't there before, allowing sales reps to actually know their customer, to know when important events happen in their lives and to contact them in a relevant way at the right time.

 

I would also add the following, based on my personal experience within the sector:

4) social networks also allow for this information to be used in a defensive way by the insurance companies, to prevent fraudulous claims.

 

And these are just the positive effects social networks can have on sales. 

There are many more positive effects of social business for the strategic players.

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How 2014 Will Be The Year To Monetize Big Data

How 2014 Will Be The Year To Monetize Big Data | Digital Transformation of Marketing Departments | Scoop.it
Big data will soon go from a technology investment to a marketing one. Use it as a tool to boost revenue.
Eva Champagne's insight:

Another article on the importance of the CMO in the process of turning digital transformation (of which big data management is a key aspect) into successful revenue drivers for the company. Again, the CMO is at the center of the action, working together with the CTO and CIO to build a futureproof Connected Entreprise.

 

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Social as an element of digital transformation and the impact on organizations | Social Media Today

Social as an element of digital transformation and the impact on organizations | Social Media Today | Digital Transformation of Marketing Departments | Scoop.it
Brief article on the impact of social on digital transformation -- the process by which organizations are rethinking all of their business processes to make them completely digital
Eva Champagne's insight:

Digital Transformation will futureproof your company, and turn it into a Connected Entreprise that finally rises above silos. Marketing and IT and Strategy and Finance and Sales and Customer Service will all work on a connected platform. Customers will be a the center of this platform, and they will be connected with employees, the board, business partners, suppliers and stakeholders. Social networks, internal and external, play a key role in this Connected Entreprise, and they need to be fully integrated with the business systems and databases.

A big challenge for most companies, but a very exciting one. 

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AXA and Hearsay Social share international plans at LeWeb — Hearsay Social

AXA and Hearsay Social share international plans at LeWeb — Hearsay Social | Digital Transformation of Marketing Departments | Scoop.it
Eva Champagne's insight:

Fred Tardy is not only passionate about digital transformation, he is also very experienced.  A very interesting talk.

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Online networking strategy connects customers | Thomson Reuters

Online networking strategy connects customers | Thomson Reuters | Digital Transformation of Marketing Departments | Scoop.it
Recent launch of the Thomson Reuters Community for customers of the Tax & Accounting business is the first step in our online networking strategy
Eva Champagne's insight:

Good example of a leading corporation going one step further than the usual facebook and linkedin page by using the power of social networks to add value to their product.  NIce work.

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Prediction 2014: Marketing Becomes the Giving Tree for the C-Suite

Prediction 2014: Marketing Becomes the Giving Tree for the C-Suite | Digital Transformation of Marketing Departments | Scoop.it
"Marketing is everything." I hear that phrase - or a variation of it - a lot these days. I agree with the sentiment given how brands can turn almost any moment with a customer into an interactive
Eva Champagne's insight:

A great article from David Edelman: the CMO as connective tissue between the key functions in a corporation.

The CMO as the giver of information & insights that can pull IT, Finance, HR and all other functions together.

The CMO as the instigator & catalyst of Digital Transformation. 

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