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Digital Marketing

Dx3 recap – the competitive advantage marketers can’t ignore

by iperceptions, on Mar 16, 2015


Last week I attended Dx3 in Toronto. Dx3 is Canada’s largest conference dedicated to digital marketing, digital advertising and digital retail. With its five streams including targeting, advertising, engaging, buying, and supporting, Dx3 brings together digital marketers, agencies, and entrepreneurs to define what’s next for Canadian Business. Below is a snapshot of just a few of the innovative sessions that attendees got to experience.

How to be a hospitable digital host

Aaron Zifkin, Country Manager at Airbnb, demonstrated how Airbnb has become one of the world’s most authentic online communities. In less than five years, Airbnb has over 800,000 listings in 33,000 cities and 192 countries. The team at Airbnb put themselves in the shoes of their customers. For them it starts by living out their customers’ experience. Every employee lives the Airbnb experience firsthand by staying with Airbnb hosts around the world. Furthermore, they map the customer journey, which provides a detailed understanding of the customer experience across departments. By understanding their customers and focusing on their experience whether it be guests or hosts, offline or online, AirBnb has reinvented the travel experience and spearheaded the share economy.

How to drive real customer loyalty with omni-analytics

Alison Chick, VP Loyalty & Customer Intelligence, at Indigo a leading Canadian retail bookstore chain, made us step back and reflect on how our customer data is supporting the goals of our businesses. Brands can only reap the benefits of data when it’s aligned to their business objectives. A self-proclaimed data nerd, Alison shared how Indigo is using loyalty analytics to drive decision making within the organization. With almost three quarters of transactions captured through their loyalty program and a full view of the customer, Indigo is using analytics to do more than sell books. They are using their first party data to better understand and connect with their customer base in-store and online.

The evolution of partnerships in the digital age

Keith Wachtel, Executive Vice President Global Partnerships at the NHL demonstrated that in the digital world, relevant partnerships can reignite a brand. The advent of digital technology, the proliferation of social media, the adoption of multiple devices and on demand content has generated more options for the NHL to reach their audience. He demonstrated how partnerships with L’Oreal Men Expert and Kraft Hockeyville produced strong content that enhanced the NHL experience. In addition, the NHL is giving hockey fans more ways to experience the brand. With projects underway with GoPro and SAP, the NHL is transforming how hockey fans consume the brand. In 2015, providing customers unique experiences that help them connect with the brand is a competitive advantage which marketers can’t ignore.

Above is just a snippet of what was shared at Dx3. It was an exciting two days of networking and knowledge sharing. I look forward to next year’s edition. In the meantime, to find out more about the conversations that took place at Dx3 this year check out #Dx3 2015;


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