At the Power to the Marketer Festival 2023, global digital leaders share how they blend the art and science of marketing to drive customer loyalty.
2023 has been quite the year so far — and we’re not even halfway through it.
From economic volatility to changes in data and security regulations to accelerated advancement in AI technology (we’re looking at you, ChatGPT), this year has already been a chaotic mix of excitement and uncertainty.
For some, that juxtaposition could be jarring. But for marketers, it’s the status quo. We’re used to change and disruption in our industry, and in times like these, we take equal measure of the potential risk and reward. This allows us to identify where to be prudent, and also, where new opportunities lie (and how they can empower us).
So, during this year’s Power to the Marketer Festival, we’ll be wholeheartedly embracing the excitement and opportunities that 2023 presents. Our theme of elevating the art and science of marketing will set the framework for a year-long series of marketer-led moments happening all across the globe. These moments will showcase the work of marketers blending art and science to create masterful customer experiences and achieve results that keep their brands thriving.
Read on to learn what’s in store for the Emarsys 2023 Power to the Marketer Festival, in association with Vogue Business.
Elevating the art and science of marketing
Before we dive into what you can expect to experience during the Power to the Marketer Festival, let’s talk about the “why” behind the festival, and in particular, this year’s theme of elevating the art and science of marketing.
The Marketer’s Balancing Act
Today’s marketers are walking a tightrope. On one side, they have their customers to consider; on the other side, their business. Marketers must answer to both, satisfy both, and keep both happy — without compromising on their responsibility to either.
Now, your customers aren’t worried about whether or not your business is profitable, sustaining growth, or keeping shareholders happy. Conversely, most of the teams throughout your business aren’t up at night wondering if customers feel truly seen and understood as unique individuals. The business stays focused on what the numbers and the bottom-line results tell them, and the customers stay focused on their satisfaction, and if they are getting the experience they want from your business.
Meanwhile you, as the marketer, have to focus on all of those things.
You have to build and create content and messaging that will deeply resonate with customers, and position your brand in a way that allows customers to immediately recognize it, connect with it, and fall in love with it. Then you have to deliver that content across your channels and physical spaces, then prove to the rest of your organization how your marketing efforts lead to more dollars and cents.
Ultimately, it falls on you to simultaneously understand and appreciate the point of view of your customers and your business. It’s a skill, a talent — a combination of ART and SCIENCE.
Art and Science Leads to Customer Loyalty
A delightful thing happens for marketers who master both the art and science of marketing: they are able to build true customer loyalty. But what exactly do we mean when we talk about “the art” of marketing? How about “the science?”
Let’s break it down:
- The Art of marketing encompasses many aspects of what you do on a day to day basis. But it’s essentially all about reaching customers, and creating brand experiences customers love. Think content, channels, creativity, and connection.
- The Science of marketing can certainly involve creativity, but it’s primarily about the “how” and “why” of what you’re doing. You want to connect with customers at the most impactful moments with highly relevant experiences. Great! But how do you do that? And how do you measure if it’s working? That’s where science comes in. Think data, IT & technology, and measuring revenue impact.
During the 2023 Power to the Marketer Festival, we’ll be showcasing the work of marketers who have successfully navigated the intersection of both art and science to deliver campaigns their customers love and drive the outcomes their businesses need for sustainable growth.
Digital experiences and in-person events
As mentioned above, the Power to the Marketer Festival is a year-long showcase, not just a one-and-done event. To spotlight more amazing marketers doing remarkable things all across the globe, we’ll be hosting in-person physical events and live online experiences.
What do innovative brands and businesses like Reformation, Ochsner Sport, Brandsdal Group, Retail TouchPoints, Movable Ink, Attentive, Accenture, MentionMe, Dynamic Yield, Sinch, Jebbit, and SAP all have in common?
They’ll be taking part in our first online event of the 2023 Power to the Marketer Festival!
Our Omnichannel Masterclass will be held live online, June 7-8, and will feature a collection of brilliant minds speaking on the art and science of marketing.
Day 1 is all about the art, and you’ll get insights on topics like:
- Mastering SMS to reach new audiences
- Perfecting customer loyalty to increase retention
- Redefining the value exchange for better customer data
- Improving campaign execution for quicker time to value
Day 2 is focused on the science, and you’ll learn about:
- How IT and Marketing can drive CX innovation together
- Data-driven strategies for growing your business
- Leveraging data to drive customer referrals
- Building a cross-functional personalization program
To join the omnichannel masterclass event, or to learn more about speakers and topics, visit our registration page.
Our first in-person event takes place on June 13 in Munich, Germany, and will be held at the lavish Famtain Member Club. This event is a perfect opportunity to connect in person with peers, partners, and innovative brand leaders from around the world. Those attending will hear from expert guest speakers as they dive deep into topics like:
- Customer loyalty
- Omnichannel marketing strategy
- Data and personalization
- and more!
So if you’re in the area, or up for making the trek, join us in Munich for an inspirational day of provocative content and networking that will fuel your creativity and equip you with tools to elevate the art and science of marketing for your business.
For those too far to join us in Munich, but would love to connect in real life, we have other in-person events in store. Stay tuned for more details about the following live events happening later this year, including events in:
- New York
- Hong Kong
Power to the Marketer
At Emarsys, we’re all about empowering marketers — whether that’s empowering them to be more creative, more resourceful, more strategic, or more impactful at driving growth and revenue.
We’ve found that one of the most effective ways to empower marketers is with insights to help them achieve their goals, and providing opportunities for them to strengthen their connections to other successful marketers and business leaders.
The 2023 Power to the Marketer Festival, in association with Vogue Business, does exactly that. We are bringing together leading brands and innovative marketers from all across the globe, and spotlighting the masterful work that marketing teams are doing on a day-to-day basis to elevate the art and science of marketing — all while driving results for their businesses.
Join us — either in-person or live online — to learn how the insights, strategies, and stories shared during this event can be used to bring more power to YOU, the marketer.View Original Article