From Fear to Friction: What Is Destroying the Best Made Marketing Plans? - Seguridad Mania.com - España y América Latina

Year over year, new strategies and plans are developed in an effort to boost the bottom line, ramp up customer engagement and establish profitable competitive advantages that elevate strategies to proven industry best practices. But in reality, even the best-laid plans get sidetracked. They are adopted only in part, stalled by organizational silos or tabled because of budget concerns. When implemented, results can be less than hoped for or forecasted—customers react differently…or not at all. As we head into the second half of the year, the CMO Council, in partnership with Vindicia, will host a one-hour, interactive webcast to discuss the new opportunities in business models, digital engagements and experiences, including subscription services and recurring payments. We will also be discussing how leading brands, led by fearless marketers, have pushed through issues of complex processes and customer journeys rife with gates, stops and requirements and instead taken the path that feels counter-intuitive yet delivers a frictionless experience for the customer. Among the questions and topics to be discussed in this hour are: •Where and how are we unintentionally stopping our customers from engaging, transacting and lengthening their lifetime relationships with our brands? •What are industry disruptors doing to change the experience and make waves, and how can we apply that same thinking to our businesses today? •Are we so focused on creating processes and experiences that we are actually making it harder for customers to be loyal? •New ideas and thinking around monetizing experiences and turning content into opportunity