Thoughts from Giselle Abramovich, Senior Editor of Brands at Digiday, from the Sprinklr Learning Series with Sears Fitness CMO, Ian Gomar.
(You can watch the entire recorded webinar here)
Giselle did a great job in summarizing the key points and you can read the full article at Digiday, but here are the basics.
- Marketing has shifted from the the BIG idea to creating multiple social communities that blend together to form a cohesive voice of the company. Out of these digital communities, you make the message that builds the 30 second spot.
- Use content to provide value to your customers and eventually to create sales. That content is as diverse as video, pictures, blogs, and etc. It’s taking this content and making it a habitual source for information for his customers that really adds value. Go beyond the short sale, and create a gravitational pull to your site.
- Sears is increasingly more invested in data. Information from data mining has allowed for more targeted marketing, and the ability to segment its social database.
- Metrics–Sears is working to understand the relationship between his metrics and how to translate it back to business. Their focus relies heavily on engagement and not on the number of impressions.
The next Sprinklr Social@Scale Learning Series Webinar is June 21 at 1:00 pm EST with Rohit Bhargava. To register, click here.
Tags: ian gomar, sears, social cmo, social customer, sprinklr learning series.
