On to day 2 of Forrester’s Marketing Forum EMEA

By Zia Daniell Wigder

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Our events are well underway in London: We spent Monday with Forrester Leadership Board’s eBusiness Council, then on Tuesday the official Marketing Forum EMEA kicked off. You can follow some of the conversation live on our other blogs - I’ve also
summarized a few of the keynotes below.

  • Forrester’s Mary Beth Kemp delivered a keynote
    on Connect the Dots to Transform Marketing. In her talk, she outlined how
    marketers can integrate a large number of moving pieces in order to create a
    compelling brand experience. She compared consumers to actors and highlighted how they could deliver searing commentary (Example: French anti-cable site Misericable) as well as positive stories (Nutella’s 3 million fans on Facebook). Her steps to overcome the cacophony
    that exists today include aligning along consumer groups, synchronizing the
    customer life cycle, defining visible value for the consumer and directing the
    business with consumer insights. She pulled in some great examples from Europe
    and the US,
    including TGV’s campaign to entice different types of train passengers (for adults, the train offers a quiet, stress-reducing experience - for younger passengers, a social one) and
    Virgin’s Flying without Fear lessons. 

  • P&G's Bernhard
    Glock followed with a talk on effective media and communication and his key
    “actions for a thriving future” which include trust in advertising, understanding consumers, great ideas and tailored communication. He highlighted several
    campaigns, including one for Gillette in India in which the company helped drive a
    national debate on shaving (the upshot: women in India preferred a clean-shaven
    look and sales for Gillette increased by 40% following the campaign).

  • We also
    heard from on demand digital marketing company Magiq’s CEO Malcolm Duckett who discussed the move toward “everything
    as a service”. He also described
    how traditional channels
    provide very limited customer data -  purchase data, but nothing about
    audience, interests or browsing behavior.  The online channel has all of these core elements - behavior, intent, aspiration, demographics and history - as well as the key, attribution.

  • ING’s CMO
    Diederick van Thiel (pictured above with Forrester analyst JP Gownder) described today’s challenge as all about
    understanding and trust. He discussed the high profitability of the consumer as
    opposed to business banking offerings, and highlighted savings and mortgages as
    the focus of ING’s efforts. A combination of the Internet and mobile devices will help shape these offerings and serve as the basis of the bank of the future. ING’s strategy to succeed in their rapidly
    evolving, increasingly Internet-centric world includes focusing
    on back to basics with a customer experience built around their strong brand,
    a continued focus on Internet with a reduction of branch staff,
    and speedy innovation.

Some
highlights from the eBusiness track conversations to come.