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Practice paper

Planning and implementing conversation-led marketing

Hagen Wenzek and Paul Pangaro
Applied Marketing Analytics: The Peer-Reviewed Journal, 1 (3), 243-251 (2015)
https://doi.org/10.69554/LYZI9048

Abstract

Digitised media channels have given brands unparalleled opportunities to engage consumers in conversation. Here the authors propose a strict definition of conversation and its elements, in order to show prior limitations of consumer engagement and as a guide to deeper and more fulfilling interactions for all participants. To date, even though the marketer can use Big Data to identify the right audience and ‘programmatic advertising’ to reach that audience effectively, too few campaigns are seen to succeed. It is less the technology, but more the processes behind it and their governance that are failing. When the authors created the CLEAT management framework, they wanted to give the marketing professional comprehensive guidance on what it takes to successfully conduct conversations from the initial contact and context setting all the way to a commercial transaction. Since then they have found numerous use cases where its implementation led to higher marketing performance. The authors share some of these examples and discuss new technologies that enable each step along the process.

Keywords: conversation-led marketing; multi-channel marketing; consumer engagement; digital convergence; media planning

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Author's Biography

Hagen Wenzek is the principal and founder of Freestyle Consulting. His previous roles include chief technology officer for IPG Mediabrands, and functions at IBM Corporate Strategy and with IBM Consulting. Wenzek holds a doctorate in electrical engineering and advisory board positions with a number of startups.

Paul Pangaro is CEO of General Cybernetics, Inc. He also teaches on the New York School of the Visual Arts interaction design master of fine arts programme. Paul’s previous roles include chief technology officer and strategy consultant to startups in Silicon Valley and teaching the cybernetics of design at Stanford University. He holds a doctorate in cybernetics and an undergraduate degree in computer science/ humanities.

Citation

Wenzek, Hagen and Pangaro, Paul (2015, July 29). Planning and implementing conversation-led marketing. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 3. https://doi.org/10.69554/LYZI9048.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 1 / Issue 3
© Henry Stewart
Publications LLP

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