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Multikanalstrategidagen 2015 preview – Hot trends

19 Oct

‒ Outbound marketing is the old way of selling and is becoming an outdated philosophy, says moderator Annika Englund ahead of this year’s edition of Multikanalstrategidagen (The Multi-Channel Strategy Day). Read the full interview to find out what Annika thinks are the hottest trends for this year’s event!

Multikanalstrategidagen 2015 will be held November 19 at the Hotel Birger Jarl in Stockholm. Screen Interaction will be present at the event, where our CEO Pernilla Dahlman will be one of the keynote speakers during the program. Pernilla will talk about customer-driven digital strategy and service design.

As a build-up for the event, we got an exclusive interview with moderator Annika Englund, who told us about all the hottest trends that will be discussed during the event.

‒ The terminology regarding online marketing has been confusing for years - multi-channel, omni-channel, first screen, mobile first, etc. What multi-channel or omni-channel actually means is designing a consumer experience for life ‒ how can marketers create relevant content and user experiences that both drive business and provide consumers and users with a relevant and seamless experience?

 “What multi-channel or omni-channel actually means is designing a consumer experience for life” tweeta 

‒ At the same time, television and print media went digital because consumers want to decide when and where they get their information and entertainment ‒ the consumer has gained influence, as we all already know, and business models are constantly changing. It’s becoming harder and harder for the consumer to see what the difference really is between native advertising, content marketing, branded content and advertorials. How does it affect the media’s credibility? How can the media industry find new business models where the user’s experience with a brand isn’t interrupted by annoying commercials? How does this affect the brands, and who wins the battle in today’s times when ad-blockers become more and more prevalent? These super interesting and relevant issues, among others, will get a lot of attention during the event.

Annica Thorberg, CEO of Marketing House, will talk about the shift from Outbound Marketing to Inbound Marketing, a shift that most industries are undergoing right now. Can you briefly explain what the difference is, and why this shift is happening now?

‒ Outbound marketing is the old way of selling, and it’s becoming an outdated philosophy that goes something like this: if you only have one store or website, customers will pop up automatically. Outbound Marketing also includes cold calling, knocking on doors and working more in the physical market place than in the digital, which is a strategy that is losing ground in most industries.

 “Outbound marketing is the old way of selling, and it’s becoming an outdated philosophy” tweeta 

‒ Inbound marketing, however, focuses on finding a strategy to be there when customers want you to be. That is to say that consumers will find you and your product or service rather than vice versa. Inbound marketing is based on consumer choice; your marketing is working and is effective only if the recipient chooses to take part in your message.

Another thing that will be discussed during the program, with two case studies presented on stage, is customer service and its importance for both branding and sales, today and in the future. Some companies and industries seem to spend more and more on customer service, while others don’t care about customer service and refer queries to community forums and FAQ’s instead. Do you think that customer service will have increased or decreased importance for the competitiveness of enterprises in the future?

‒ All companies must have customer service in some form, that is a fact. I believe that customer service has long been a competitive advantage for those who understand what availability means for the customer ‒ and I think that the importance of personalized service will increase rather than decrease. An FAQ is not personal. I also think the customer service function is a “final frontier” for new models and innovation, and I’m just waiting for the company that breaks the norm there - it will be a winner!

Our very own CEO Pernilla Dahlman will talk about service design and the importance of including clients in the development of business, communication and offers. What are you looking forward to learning from her?

‒ Pernilla’s knowledge of how to commercialize user experience and make it the most vital of all business processes is really unique! To explain to companies why they must be personal, relevant and accessible is every marketer’s job. But to describe how to improve their profitability and competitiveness by developing a service or product that is actually being used ‒ well, not many people can do that, so I’m looking forward to hearing much more about it!

By Christian Dahlström