Panel Debate: Customer-Centric and Multi-Channel Conversion Success

Panel Fusion Marketing Experience AntwerpThe basic idea behind Fusion Marketing Experience is that, in order to be successful in marketing, businesses need to have the proper mix of ingredients for every single customer, encompassing all activities, tactics, channels, touch points, etc.

At the first edition of the event we mainly looked at the cross-fertilization of different marketing disciplines. In Antwerp, the focus is fully on providing better customer experiences and systematically improve conversion in all stages of the customer journey. Customer-centricity equals results.

While marketing optimization is channel-agnostic, in practice businesses obviously need people who master the various tactics and channels that are used to offer better customer experiences and optimize. And that’s where our panel debate comes in. Read all about the topic and the participants.

How can businesses combine the fact that the customer (or user, prospect, subscriber, fan and all the other terms we use to describe people) should be at the centre of all marketing and the fact that we need several processes, tactics, technologies, data and channels to achieve that?

Combining a single customer view with a multitude of marketing tactics and priorities

How do we avoid having a channel-centric or message-centric marketing instead of a customer-centric one, while not forgetting the fact that in order to improve conversion, we need to optimize all micro-conversions throughout all channels and all touch points?

Or in other words: how do we combine a single customer view with a multitude of marketing tactics and priorities? Our business is not the centre of the universe. Neither are our brand values, messages nor channels. The customer and his needs are.

It seems integration and a structured marketing optimization approach, across all channels and combining several data silos and platforms (CRM, marketing tools, etc.) are the only ways to solve these questions. Are they? And what does it mean for email marketing, social media marketing, search engine marketing, etc.? How do you bring it all together in one customer-centric approach?

Meet the #fusionmex Antwerp panelists

These are the questions that we will try to answer in the – resuming – panel debate at the end of the Fusion Marketing Experience Antwerp.

The participants are a few of the speakers, namely marketing optimization expert Bryan Eisenberg and the champion of a 360° online marketing know-how, Dave Chaffey, as well as true multi-channel and customer-centric thinking speakers from previous – and future – #fusionmex events. Discover them below!

Moderator: Gianfranco Cuzziol

Gianfranco Cuzziol
Gianfranco Cuzziol

Gianfranco Cuzziol was a speaker at the first Fusion Marketing Experience (read more here: “Good eCRM puts the customer at the centre of the universe“). He is a multi-channel eCRM expert, who recently headed up eCRM at EHS 4D where his remit was to create first class eCRM programmes leveraging data, direct and digital expertise.

Prior to that, Gianfranco was, among others, consultant at eCircle, CRM Planning Director at Publicis Dialog, Client Services Director at eMarket2 and Head of CRM at P&O cruises.

He has a wealth of experience from both agency and client side – which he likes to share on his blog – with over 15 years in Direct Marketing focusing more recently on key email, social & mobile trends in multi-channel CRM Planning.

Remy Bergsma

Remy Bergsma
Remy Bergsma

Remy Bergsma is a professionally trained multimedia producer at SAE Technology College in Sydney, Australia. He is currently working in the online marketing industry focusing on, among others, campaign management and customer services.

Remy’s specialties include email, online marketing, interactive design, project management, blogging, analysis and social media.

Most importantly in the context of this panel debate, however, Remy knows what customer experiences are and what customer service means. Customer advisory, support and training are part of his everyday occupation!

Kath Pay

Kath Pay
Kath Pay

Kath Pay was also one of the speakers at the first Fusion Marketing Experience (read more here: “Email marketing and inbox evolution“).

Kath is a veteran of 13 years in the digital marketing industry. In 2001 Kath co-founded Ezemail, one of the pioneers of the email marketing industry in Australia, expanding it into the UK in 2004. Before concentrating on email and other online marketing channels, she owned a Web Design agency with extensive expertise in HTML coding, designing, internet marketing and Search Engine Optimisation.

It’s clear Kath has a lot of experience in using several online marketing channels and tactics.

Jordie van Rijn

Jordie van Rijn
Jordie van Rijn

Jordie is well-known as a specialist and frontrunner in the field of dialogue marketing. For over 8 years he has been creating concrete value for organizations across digital channels.

He is the founder of the emailvendorselection.com platform. Jordie has a knack for sharing his knowledge as a member of the DDMA EmailCouncil knowledge commission and power writer for the most important weblogs on digital marketing in the Netherlands.

He is accredited for introducing the term “interestability” which he will certainly talk about during the panel. It is a strategical view that ties all of a company’s efforts together in the ability to capture and maintain high attention value with (potential) clients.

Tamara Gielen

Tamara Gielen
Tamara Gielen

Tamara Gielen has over 10 years of experience in online, email and direct marketing. She is the author of the leading email marketing blog Be Relevant!, the founder of an international email marketing community of over 4,700 members, so she knows quite a bit about community marketing as well.

Tamara is also a regular speaker at international conferences. Prior to becoming an independent consultant, Tamara was responsible for the strategy, execution and analysis of the email marketing programmes at eBay and Cognos.

As part of OgilvyOne and later on as an independent consultant, other clients have included Microsoft, DHL Express, Booking.com, Wizards of the Coast, NATO, and SWIFT.

Andrew Bonar

Andrew Bonar
Andrew Bonar

Andrew is a Publisher, Public Speaker and the Global Deliverability Director for Emailvision. Andrew has worked in the field of email for 15 years and is the publisher of one of the industry’s leading blogs “EmailExpert.org”.

His wealth of experience in best practice and ROI maximization through the electronic messaging channel has been utilized by small and Enterprise clients alike.

Andrew is particularly keen on the convergence of social messaging and email marketing channels, and can be found advocating best practices and sharing his knowledge through various social channels, and is especially active on Twitter and Facebook.

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