“One clothing brand turned Fashion Week into its own interactive shopping playground. Real-time video, data and rich user-generated content from celebs was combined with user-generated fashion selfies pointing at a curated catalog for real-time shoppable fashion. The result? The brand saw a 75 percent sales uplift on trends featured in the campaign”.
In a report that enlists the 2016 Watchlist “Key moves To Improve Your Digital Marketing Fitness”, published by Gartner, the three key moves that can set your Brand apart from the competition include getting a customer view, investing in Data abilities and being an agile organization. Gartner for Marketing Leaders looks at the Digital activities of brands that have created exceptional customer experiences across channels to help you achieve digital marketing success.
The view propagated by newer competitive environment requires organizations to move beyond a unified view of the customer, to understand how the customers view the organization. Gartner proposes to get a unified view of the customer the organizations need to develop tools such as master audience profile including:
• Demographic or firmographic information
• Website and app activity
• How the customer responds to marketing communications and advertising
• Social behavior
• Data acquired from third parties
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