Archive for Robert Davis

Three ways Kayak, TripAdvisor and are connecting with engaged buyers

Posted by Robert Davis on November 18th, 2014 at 10:52 am

Today, when consumers make big-ticket purchases they act more and more like B2B buyers. In this age of the engaged buyer, savvy marketers have to abandon conventional wisdom about the hard lines between B2B and B2C buying, and instead tune in to what’s really going on when consumers make considered purchases.
What’s so different about the “engaged buyer"?
At my agency, "engaged buyer” is a term we’ve adopted to describe the anyone making a considered purchase. One key change we see in consumers is the more self-conscious view they take of buying as a process in and of itself. In general, they’re more conscious that they can use digital tools, content and influential voices to build and evaluate a consideration set,  to narrow the available options based on criteria, and eventually make a decision they’ll feel good about.
We see buyers applying different “buying styles” to a purchase based on two key factors: the complexity of the decision they’re making, and what the buyer sees as being “at stake” in the buying decision itself. (You can learn more about buying styles in this recent Slideshare presentation about the Engaged Buyer.)
Whether the stakes are internal or external or the process more or less structured,... Read more

Three lessons on how to start a movement from Amex Small Business Saturday

Posted by Robert Davis on October 2nd, 2014 at 11:35 am

Small Business Saturday is probably the best example in recorded history of marketers starting a movement that has achieved widespread societal adoption. Now, I'm not talking about a trend or a fad, but a true movement – a group of people across a broad swath of the population working together to achieve shared goals. In the latest episode of The Unconventionals, PJA President Mike O’Toole sat down with Mary Ann Fitzmaurice Reilly, SVP Customer Marketing and Engagement at American Express. Mary Ann was one of the key individuals responsible for nurturing Small Business Saturday from idea to execution to high-powered social juggernaut.
OK, that’s some serious hyperbole. Here's why it’s completely justified.
It’s incredibly hard for marketers to rise above the forces of compromise to launch a truly great campaign. Building a movement is way, way harder: the public is often skeptical about what's motivating the brand. Authenticity is a real challenge. Marketers might not have the patience (or permission) to stick with it long enough. And success or flop, whatever happens, it happens in public - which means a lot of risk for the brand. Now check out this earned tweet promoting Small Business Saturday in 2012:

Now, any remaining objections to... Read more

Three critical CMO-CIO gaps companies need to close now

Posted by Robert Davis on August 7th, 2014 at 8:19 am

“Marketing is more about digital now.” Well, yeah - it was really no surprise when recent research from Accenture identified the encroaching digitalization of every aspect of marketing as the most important reason why CMOs and CIOs think they need more alignment and interaction. Research from Forrester backs this finding up: 51% of CMOs describe their relationship with the CIO as important, vs. the 30% who said it was important in 2011. So everything’s great, right? Well...
The gaps in CMO/CIO relationships that threaten the success of marketing tech
Data from Accenture Interactive's recently released 2014 CMO-CIO Alignment Study suggests that when you get down to specifics, significant gaps still exist between CMOs and CIOs – gaps that need to close and close fast if CMOs are going to be able to show enough business value from their escalating marketing technology investments.
This new research offers a detailed view into the attitudes and behaviors that drive current CMO/CIO relationships, and in doing so uncovers some uncomfortable truths. Because Accenture has taken the unusual step of publishing the study on Tableau Public as an interactive workbook, I was able to freely slice and dice the data, comparing findings across geographies and industries, and comparing companies... Read more

Superbowl 2011 and the missing (mobile) link

Posted by Robert Davis on February 9th, 2011 at 7:56 pm

So you’re out to re-position, or even re-invent your brand – what better place to do it than the Super Bowl? Everybody watches it, and it’s a time when viewers are particularly receptive to your story; after all, these days the ads are the big story for some, and a close runner-up to the game for many others.
After laying out oodles of cash for television time and impressive spots, what do you do next to help cement your success? This year, you probably did a couple things. You previewed the spot online to build buzz. You made sure your website supported the brand proposition on click through. And in most cases, you built in multi-channel social engagement during and after the game.
But if you’re a marketer at Chrysler, Audi, Mercedes Benz, Skechers or any of the movie studios advertising big new movies, you forgot to think about the guy on the sofa with a smartphone in his hands. Especially the one who was interested in your brand. That’s right – you spent millions to reach consumers in a high-impact environment but didn’t build a mobile site to... Read more

Time for B2B marketers to care about the iPad

Posted by Robert Davis on January 20th, 2011 at 2:23 pm

There’s no question that tablets are emerging as a “tween” platform lodged between laptop and smartphone; however, there have been many who have questioned about the role of the tablet among B2B audiences. We’re seeing iPads turning up all over, and in our opinion, it’s time to start caring about them.