Live survey highlights 'customer engagement'

A major event for marketing jobs professionals was inaugurated last week in London.

The consultancy Alterian's Engaging Times European Summit was attended by more than 400 leaders in marketing, with speakers including the president of Virgin Galactic, Will Whitehorn; Andrew Finlayson of AstraZeneca and academic marketing expert Professor Michael Hulme of Lancaster University.

A live survey was conducted at the conference about how to approach customer engagement in the 21st century. According to Alterian, 87 per cent of marketers present felt that engagement needs radical new techniques, while 56 per cent believed they could do better to reach out to customers.

A sizeable percentage of marketers (35 per cent) were also keen to link online and offline marketing activities. Many were optimistic about the year ahead, with 77 per cent believing that their work delivers 'personalised communications'. Eighty-one per cent of marketers felt they were ready to deal with the demands of social media.

David Eldridge, CEO of Alterian said: "Engaging with customers on a one-to-one basis is increasingly critical as marketers need to find a way for their brand or product to appeal to the individual."

Posted by Jake Cantrell

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