REQUIRED READING POST

Currently, social commerce, or social shopping, is steering social media evolution and brand community development. However, the growth of social media marketing has amplified marketer's efforts, particularly post-pandemic.

With the advent of social media marketing, we entered a new era of ‘fast advertising’ where consumers could immediately interact with your brand in real time. One thing is clear: the ability to access real-time actionable insights changed the industry. It gave marketers the power to enhance their brand story, powerfully connect with audiences, and become a thought leader.

CMO Council was on top of these changes over the past decade particularly, tracking social intelligence in social media; consumer behavior modification and the evolution of social media marketing. Below are some of our most read research reports and watched webinars.

ON-DEMAND WEBINARS

What Makes Consumers Click - Predicting Tomorrow’s Trends with Fast Advertising

One of the best and worst things about social media is its real-time nature; consumers respond to your ads, and your competitor’s ads, instantaneously. That’s the whole foundation behind fast advertising: responding in real time to events as they happen. However, the current reality is that many brands are reacting, rather than proactively responding and getting ahead of trends.

Unless you have a way of collecting and analyzing the reaction of consumers across your entire competitive category, you’re flying blind. The result? Missed opportunities, or worse, you continue to fund ads that negatively impact your brand. Join us for an in-depth look on how your consumer brand can identify trends as they arise. For example, how do you put your finger on the pulse of social, lifestyle, environmental, cultural, sustainability, corporate responsibility, and employer brand trends with real-time data in the category that matters to you?

We’ll explore how to see beyond your brand and get insights much earlier to predict and plan your strategy. Participants will also learn how competitive social intelligence can help you:

• Understand competitors’ creative and messaging strategy
• See how other brands and consumers are responding in real time
• See consumer sentiment nuances between public ads, dark ads, and organic posts
• Understand competitors’ media mix and channel strategy

WATCH ON-DEMAND

Shifting From Sentiment to Opportunity - Gaining Trusted Social Insights That Drive Business Advancement

As social data streamed into systems, the voice of the customer became distinct and immediate. But as sentiment became the table stakes of today’s intelligence, marketers started to look for more out of their social engagement and listening programs. This shift has brought about a call to identify points of opportunity in social data that drive the business forward.

This new mandate reveals new challenges: social media data can be messy, filled with lots of noise and few signals that point to definitive action. The mass of unstructured data that floods into systems is often incomplete and constantly in flux. One minute, a customer is “liking” a brand, and the next minute, that customer is telling the world about negative experiences and defection intentions. Wires get crossed. Sentiments can shift without warning. And slowly but surely, a marketer’s trust in social data can begin to erode.

The conversation around social needs to evolve—breaking away from the endless opportunities to chat, mix and mingle with the customer and turning toward an intentional strategy of leveraging social data to reveal business-driving opportunity. These signals must point to where a business can make money or where a business may be missing the mark… or it must deliver real-time alerts to problems that can lead to customer defection and discord

To spark this next step in the social dialogue, the CMO Council hosted an interactive webcast to discuss the new mandates and opportunities to be gained through social data. Among the topics covered:

• How do we shift focus from social campaigns to business opportunities?
• Where and how will social signals emerge that can best inform next best decisions and actions with valued customers?
• How do we shift the noise-to-signal ratio in the mass of data being collected?
• How have brand leaders learned from customer sentiment to change and improve their businesses? Have we seen new products emerge, new processes become established or new campaigns developed based on social intelligence?

WATCH ON-DEMAND

PREMIUM REPORTS

Become a member to access these exclusive, peer-reviewed premium reports from CMO Council that unpack how chat commerce powers lower cost customer engagement; improve brand advocacy in the last mile to purchase, with developing digital marketing strategies; and how to balance digital advancements with authenticity and not lose that all important human connection with your consumers. JOIN UP NOW!

Instant Interaction Driving Business Traction - How the Live Mobile Chat Commerce Revolution Is Powering Fast, Frictionless Transactions, Secure, Lower Cost Customer Engagement and Stronger Brand Affinity

Chat Commerce is taking the world by storm. This emerging digital channel of engagement delivers fast and frictionless customer interactions with a brand’s chatbot or live agent conducted mostly over popular messaging platforms, such as Facebook Messenger and WhatsApp. It leverages these trusted social connections and engages localized audiences seeking to satisfy real-life needs.
Chat Commerce has the potential to eclipse and reshape the traditional merchant-driven e-commerce model by introducing simplified mobile payment methods and on-demand assistance. It also has the power to nurture relationships and lift customer lifetime value. DOWNLOAD

Revenue Gain From The Local Demand Chain - Using Digital Transformation to Power Partner + Field Marketing Performance

With limited digital marketing resources and expertise, local businesses are falling behind in digital transformation. They need a better understanding of digital marketing tactics such as search, social and online review management — critical areas for building brand awareness in an increasingly digitalized customer journey.

There’s a big opportunity for national marketers to help local partners climb the digital marketing maturity curve and improve brand advocacy in the last mile to purchase. There’s much at stake. National companies in both B2C and B2B industries rely heavily on their local partner channel, which can account for up to 80% of a national brand’s sales.

This strategic brief by the Chief Marketing Officer Council takes a close look at the opportunity for national brands to bring digital marketing tactics to the local level. DOWNLOAD

Sparking MarTech Migration + Digital Innovation - Marketing Leader Intentions and Projections in Europe, Middle East, Africa and Latin America

As companies look to transform and embrace this digital-first reality in 2021, they cannot lose what makes their brand resonate with their audience: human connection. The ability to balance digital advancements with authenticity is the holy grail for marketers today. 

This study sponsored by HCL Software highlights perspectives from a global CMO Council member survey about their experiences in 2020 and priorities for 2021. Those survey results are shared in aggregate along with regional perspectives gleaned from interviews with CMO Council Advisory Board members across the Middle East, Africa, Europe and Latin America. DOWNLOAD

MORE excellent evergreen content from the CMO Council’s previous publication, Peer Sphere. READ HERE