DMA14 - The Evolution of Engagement: New Media and the Changing Face of Interactive Marketing
At DMA 2014 in San Diego, Gary Laben brought Air Canada and Shell to the Tuesday morning keynote to talk about how they're igniting engagement with their customers using today's technology. For the following article, which appeared in the DMA 2014 Official Magazine and Insider's Guide, we spoke with Laben and his co-presenters before the show about how they build that connection, and why it pays off for their businesses.
Consumers are demanding more immediacy from brands as advances in technology and social media increasingly shape how they want to interact with just about everyone and everything in their lives.
"The challenge of today is for companies to adopt the ways that consumers are now engaging with brands as a result of the proliferation of technology that drives everything for consumers—their ability to socialize and network, to shop, to essentially conduct their entire lives," says Gary Laben, chief executive officer of Richardson, Texas-based KBM Group and president of Wunderman Data and Insights. "In the process, consumers are increasingly engaging with brands, and now, consumers have us on the run."
Laben and top executives from Shell and Air Canada will discuss how brands can use data-driven insights to develop better relationships with customers through an "orchestrated series of interactions" across channels, at DMA2014's Monday morning keynote, "The Evolution of Engagement: The Modern Reality of One-to-One."
Today, engagement is really all about creating a meaningful and sustained experience that, in turn, creates value for the consumer, Laben says. This concept is also being embraced by brands that may not always have direct relationships with customers, because they sell their goods through retailers. Smart marketers are now analyzing just what attracts consumers to them, so they can better develop relationships with the consumers themselves.
"Experiences can't just be about selling products or services, but more about creating the relationship and the engagement," says Laben. "The best way we know how to do that is by using data and insights that exist in our collective ecosystems to help drive that personalized, meaningful experience."