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Author: Glen Hartman

Glen Hartman

Glen Hartman is the Managing Director for Digital Transformation at Accenture Interactive. In this role, Glen leads Accenture Interactive North America and has global responsibility for Accenture’s Digital Platforms and Operations offerings such as eCommerce, Content Management, Campaign Management and Marketing BPO.

This role includes management and integration of recent Accenture acquisitions: Acquity, Fjord and avVenta. 

Cited by Forbes as a "top 10 influencer in digital” in 2013, Glen leverages his 23 years of experience in digital transformation, multichannel and data-driven marketing to help Accenture clients engage customers and develop lasting brands. 

What will impact Martech & Ad Tech trends in 2016?

The union between marketing technology and advertising technology is strengthening, like it or not.

I see two major meta-trends this year that are impacting technology and how marketers are going to apply it. 

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Building brand loyalty in the next generation of commerce

Believe it or not, a 16-year-old and his or her 56-year-old father are part of the same generation.

This generation isn’t defined by age. Rather, its members share the same attitude towards how to apply digital technology to their most mundane, everyday tasks – from finding a parking spot or the latest news headlines, to their food orders and package deliveries.

What really stands out is their shared view on shopping and commerce. They prioritize convenience and value an experience that extends far beyond the traditional path to purchase.

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When services become 'living' how will brands survive?

This is an exciting time to be a marketer. In fact, it’s an incredible time to be a part of any business looking to connect with consumers to sell a product.

Why? Because consumers are looking at products and the path to purchase very differently.

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How to build an effective B2B multichannel commerce platform

If you think extending the customer experience through a range of digital channels is only for B2C companies, think again.

Consumer shopping habits are spilling over to what business customers are expecting today, a trend that significantly ups the ante for B2B suppliers to build their multichannel commerce capabilities

This is no mean feat, but B2B companies have begun to take up the challenge. 

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How to cut across the CMO-CIO divide in four steps

Chief marketing officers (CMOs) and chief information officers (CIOs) traditionally work in silos, but digital disruption is giving rise to an increased need for alignment and collaboration to gain a competitive advantage in today’s marketplace.

This C-suite relationship is improving to meet the needs of today’s digital consumer, but there are still many obstacles yet to overcome to create an effective team that will drive value for the consumer and new revenue for the business.  

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Spotlight on data privacy: three steps to building consumer trust

Consumer concern about data privacy has shifted over the past decade.

More than ten years ago, consumers were concerned when companies such as Amazon analyzed their data to provide them with a recommended list of products they may be interested in based on their purchase habits.

Fast forwarding to today, many consumers now expect companies to mine their data through the use of analytics to provide them with relevant offers and products to improve their shopping experience.

Yet, recent data breaches have placed a spotlight on data privacy once again, moving the topic of consumer personalization versus privacy back to the forefront of the marketing conversation. 

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Three steps to building customer loyalty through design

Digital technologies are re-imagining the human experience, reshaping the way we live, work, play and connect across the world.

Everything is being re-thought, simplified and improved, with nothing left untouched by the march of technology.

A chief catalyst among the changes is something that shouldn’t surprise anyone reading this post: customer expectations.

Today more than ever before, businesses need to focus more on the timing, targeting and treatment of their customers. The combination of the delivery of the service and the context in which it’s delivered roll up together to create the all-important experience.

Making the experience delightful will always come down to design.

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Three key steps towards a customer-focused digital transformation

Here is a modern day 'the chicken or the egg' scenario. What came first,  a business’s digital capabilities or a customer’s need for digital relevance from businesses?

Does it really matter? What does matter is that businesses must be digitally wired with a consumer-focused mind set in order to succeed in today’s highly competitive landscape.

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How to shift from ecommerce to 'c-commerce': four steps to follow

Ask the question your competitors aren’t: 'what would my customer expect?'

Today’s consumer is fickle and expects the world. Now. Whether looking to purchase a safe new car, a coat for the winter or plane tickets for a weekend getaway, each individual or business customer has a unique process to identify the right product and a long list of demands the delivering brand needs to meet to make the sale.

These include offer value, trust, best price, easy purchasing experience, customer service, and engagement with relevance. And the list could go on.

For a company to be on the top of the consumer’s purchasing list, or at least in the short list of contenders, it needs to understand every aspect of the consumer and establish a comprehensive commerce strategy that will give the consumer not only what they want but what they expect. Now.

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Why CMOs should make business decisions based on consumer needs

Chief Marketing Officers need to become the “Consumer SME” for their company and make business decisions based on consumer needs to achieve loyalty and repeat business.

Consumers are the most important asset to any business. Without consumers buying a product or service, there will no longer be products or services to sell.

Knowing the consumer is the key driver to business success. Chief Marketing Officers (CMOs) need to take strides at becoming the “Consumer SME” for their company and make business decisions based on consumer needs to ultimately achieve loyalty and repeat business.

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