The Digital Bus

 

 Digital Bus Podcast Ep 5 - Dean Krispin, CRM Customer Relationship Management: Play Now | Play in Popup | Download (115)

Dean Krispin - CRM Customer Relationship Management. Here is a synopsis of our talk. The entire podcast gives a good picture of how corporations are using data to influence purchase. It’s fascinating if you have 30 minutes to listen.

- Tell us about yourself and what you do?
Data - and how data can be used to influence consumer purchase? Marketers don’t know how to utilize the data in a non-siloed manner. We know how to create optimal lists, but they exist in individual silos. We need to provide a 360 view of consumers to optimize sales, and keep them loyal. Auto industry is lucky in the fact they have enough data to truly see what is influencing purchase. The retail channel is the missing piece in all this, how can the retail channel handle the online traffic and the people coming into the stores.

- Why is your business: CRM/Market Research important to clients today? How do you tell when a customer is ready to buy through data?

Everyone is trying to overcome the model of current market research. People are looking at ClickStream or historical data, and purchase data. Is that data truly insightful? Does the data give you an accurate picture of what the consumers intent is? Everyone is trying to develop time sensitive research and data.

Statistical modeling of data provides insight to allow you to predict the likelihood of anyone purchasing a product. Learn how to treat the customers differently. Flip the creative process upside down. Look at demographic profile, then develop a creative brief to pass along to creative people, who are smart and use intuition to create messaging and images to reach those people.

More insight on exactly what the demographic profile really is. What are the key factors and elements that put consumers into a specific lifestyle stage to see if they really are likely to purchase a product. Cross functional teams all come together to make it all happen.

- What are some innovative systems or processes you are integrating for your clients right now?

Finance, Automotive, Healthcare, Retail, etc. are creating best practices templates to be easily adopted by the marketing team to help them move quicker. Mortgage and Credit Card industry are using data to provide recommendations to the inbound call center. In the cell phone industry, Orange, Vodaphone and Verizon are taking the data and using an analytical approach to develop a complete profile that the call center agent sees, and can give tips on making recommendations live to you. To cross sell another product or get you to change your plan.

A new position is someone in these call centers to make recommendations to the person who is handling the call.

Data companies like Axiom. What are more data companies? Hybrid of companies - agencies are creating these analytic groups to provide post insight analysis, and understand how can we create the proper metrics and measurements to see what is working. And take the data to create proper profile, that really creates that relevant message. How can I use that data to help the retail side, or the call center. A lot of existing players are coming at it from different angles.

- Where do you see the digital marketing business going in the next 5-10 years?

Marketing and operations are coming together. Right now marketing may provide reports, but what does that mean to the operational side? It does nothing for the business side. Agencies and data companies are providing reports that go straight to the operational side of the business. Must make sense to the operational side. Social Networking provides better data to see where consumers are in their lifecycle, which then drives insight.

In market retail. Demand Sensing. To understand consumer intent, and be able to apply it to the operational side of the business. XXX What is the potential in the marketplace? What is the demand in the marketplace? Learn at a very local level what is in the minds of your consumer or potential consumers? Get this information from social networks.

7. If you could give advice to a recent college graduate who wanted a job like yours someday, what would that advice be?

Marketing is the space to be in. Media is going through a major change. More marketers today than ever before. The marketing space is going through Wholesale Change. Either specialize in one clear role - data, creative, interactive, direct, operational. The best advise is to be eclectic, broad reaching - technical, database, creative, marketing strategies, the business, statistics and analysis. These skills will allow people to work within these cross functional teams and win in the market place.

The Digital Bus Podcast interview conducted at The Brickyard by Derek Mehraban, CEO Ingenex Digital Marketing

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 Standard Podcast: Play Now | Play in Popup | Download (155)

Episode 4 features an interview with search engine marketing expert Andrew C. Miller. Andrew runs a company called Your Search Advisor. He knows the SEO and PPC business very well, and provides an interesting interview for this podcast. Read Podcast transcription here.

The Digital Bus Podcast features interviews conducted by Derek Mehraban, CEO of Ingenex Digital Marketing.

Derek will alternate between interviewing web savvy, social media, Millenials and GenX or Baby Boomer executives, CEO’s, and Marketing Directors who have tons of business experience to share, and are looking to learn from the uber-geek crowd.

This episode answers the following questions:

1. Introduction of who Andrew Miller is, and what is Your Search Advisor.

2. Why is search engine optimization and web 2.0 important today, especially for young companies?

3. For a CEO or President of a company looking to build an online presence and become web 2.0 savvy, what would you suggest they do to begin?

4. Does the CEO/President of a company need to be online - or just the people in marketing/IT?

5. How will search engine marketing impact business over the next 10 years - what’s your best guess?

6. As a 20 something (Gen Y) business owner, what is the biggest question you have for CEO’s and executives out there? What advice or topic would you like to hear about in future podcasts?

This podcast recorded live at The Brickyard by Derek Mehraban.

Here are 12 sites that Andrew suggests for tracking your online presence. You can subscribe to the RSS feed from these sites to see what people are saying about your company, clients or competitors.

Most of the feeds are for search results or specific articles so they automatically update when new content is found. Changes show up instantly and it eliminates the need to check each site manually. You can subscribe to the RSS feeds by clicking on the RSS button on each site or simply visit the URLs directly. Here is the Digital Bus RSS as an example.

These resources cover the largest networks on the Internet. Obviously there are thousands more, but keeping an eye on these will alert you to the latest news and gossip about your company.

Technorati - Tracks over 110 million blogs
Google Alerts - Sends alerts when your company appears in News, Blogs, Web, Video, or Groups results
Digg - Social media site that allows users to vote on stories
Yahoo! Answers - Over 75 million users ask questions and post answers on a variety of topics
LinkedIn Answers - A social network for professionals with a Q&A section
Wikipedia Article Edits - Track specific articles to get updates when anybody makes edits
Tweetscan - Alerts you when your company name is mentioned on Twitter
MySpace - The world’s largest social network
Facebook Lexicon - Counts occurrences of any keywords on users’ Walls over time
Google Trends - Provides search volume over time for any keyword
Yelp.com - Allows users to rate and review local businesses
Del.icio.us - Online bookmarking service allows users to share links

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Seth Godin today talks about Henry Ford and the assembly line. The assembly line revolutionized our manufacturing process, and changed the world forever. As Seth points out though, it also brought us to where we are today, a country trained for blue collar work that is overpaid and struggling to stay alive in the global auto industry.

Being from Michigan and growing up in a Ford family, the Ford brand is near and dear to my heart. Watching Ford fall from a great company, to a company barely hanging on has been a difficult thing for me. I feel that Ford has the cars today to compete. They have improved their quality, their designs are nice, and they have many options for a young family man like myself.

Ford has even managed to get through 30 years of some of the worst advertising I have ever seen. Plus bad ideas, like having every car name begin with the letter “F”. That is the silliest thing I ever heard. Ford has survived in spite of themselves.

Ford is a company that could benefit from Digital Marketing. I know they are making some efforts. However, I don’t know if they are fully connecting with consumers. Or fully utilizing their Iconic brand. For example, how could they let me go from being a Ford owner to now a two Honda car family? It was far too easy to leave Ford. And I am not being asked back.

My guess is there are a whole wave of 30-something people who are moving away from Ford. Despite new traditional advertising attempts to bring them back in. I don’t pay attention to TV advertising. And what is Ford doing in Digital? I don’t know. I don’t see it. It’s certainly not anywhere I am spending time.

This company that I LOVE. Hear that, LOVE. Needs to revolutionize the industry again. So what’s next Ford? You gave us the assembly line, about 100 years ago. What can you give us now? I challenge you to change the game - again.

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The Digital Bus launches NOW.

The Digital Bus blog and podcast will help business owners, CEOs and CMOs make the transition to Digital Marketing for themselves and their companies.

Our mission is to teach you:

• How to build your digital brand
• How to engage your customers using digital media
• How to manage your online presence
• How to build your business through social networking
• How to create a business blog or podcast that works
• How to maximize your SEO, SEM and PPC
• How to develop a web site that is community focused

Get on The Digital Bus!

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