How brands can become more customer-centric, and why it matters

We’re very excited about our Festival of Marketing kicking off tomorrow, and in anticipation of the event I caught up with one of the speakers on the day, Suki Thompson, CEO and Co-Founder of marketing consultancy The Oystercatchers.

Suki and I discussed the idea of customer-centricity: how brands can create a better customer focus through their actions and technology and which companies are currently doing it best. 

Introducing our free Festival of Marketing Workbook

Ahead of this year’s Festival of Marketing we’re publishing a free Workbook that includes all the topics covered at the event.

Each chapter will include details of the latest trends, tips, advice and case studies relating to a different content stream.

I’ve had the pleasure of writing the first chapter, which focuses on the latest developments in social media.

How Cancer Research benefits from agile working practices

This year has seen the emergence of a new trend in charity fundraising – viral, nomination campaigns.

The most recent example was the ice bucket challenge phenomenon that swept round the globe fuelled by celebrity endorsements, eventually raising more than $90m for the Amyotrophic Lateral Sclerosis (ALS) Association.

But earlier in the year Cancer Research benefited from its own spontaneous viral campaign when women began posting photos and donating with the hashtag #NoMakeupSelfie.

Cancer Research was in a position to make the most of this opportunity because it has already adopted agile working practices within its digital team.

To find out more about this process I spoke to senior digital services manager James Gadsby Peet, who will also be speaking at Econsultancy’s Festival of Marketing in November.

The two-day conference is a celebration of the modern marketing industry, featuring speakers from brands including LEGO, Tesco, Barclays, and more. 

Join me, Randall Mason, at the Festival of Marketing

Hey there, treasured readers. I’m Randall Mason – but you, and only you, can call me ‘Mase.

If you’re wondering, ‘who is this Randall Mason’, I am a trendgineer. Engineer of trends. And devotee-turned-protégé of Ashley Friedlein.

I’ve spent the past weeks covering the Festival of Marketing and getting a scoop on the action before it happens (which is 12-13 November).

What I am about to tell you comes straight from the source. The source that feeds Google itself. That’s right – I got F2F with marketing legends in my totally unrated, unabashed interview series.

And from these conversations, I’ve galvanised a list of the 10 hottest topics that will be reverberating from the stages at the festival.

10 speakers you’ll want to see at the Festival of Marketing

Our Festival of Marketing event was last week crowned ‘Event of the Year’ by the PPA.

I thought I’d give November’s Festival (12-13) a push and list some of the speakers we have confirmed, as well as blog posts about each brand mentioned, to give a bit of background.

The Festival of Marketing is all about educating, inspiring, celebrating and empowering today’s modern marketer. It includes 120 sessions across ten streams, plus one-to-one advice clinics and networking with 4,000 senior marketers from across every sector.

We hope to see you at Tobacco Docks in London!

How Game empowers CRM with personalised communications

Keen readers of this blog may have seen our recent interview with Game’s insight and reward director Fred Prego on the company’s multichannel strategy.

And earlier today at our JUMP event Prego expanded on Game’s CRM strategy, including case studies on how his team uses personalised messages to drive sales.

Prego began with some quick stats to dispel the myth that the company is bankrupt, stating that the business has 320 stores and 30% market share.

Furthermore it attracted 20m customers online and in-store in the past 12 months and has had 750,000 app downloads.

However following its brief stint in administration last year, Game has re-emerged with a new focus on its customers and now aims to build the UK’s most valuable community of gamers.