The End of Traditional Marketing: The Age of the ‘Entitled Consumer’
Venue: One Aldwych
In the fiercely competitive digital landscape, traditional marketing has died a death at the hands of the “Entitled Consumer”. This new savvy, unforgiving and digitally native audience have created an environment in which building an effective marketing strategy is no longer a linear process.
With increased choice and disruptive brands raising the bar of expectations constantly, many consumers are happy to simply cut ties with a brand following disappointment. Others are unwilling to even engage with advertising outside of their social media channels. While some proactively look to take advantage by deliberately abandoning their shopping carts in order to receive discounts.
So, when consumers are dictating terms so thoroughly how can we take charge in creating meaningful engagement? What cultural and technological steps can we take to create a truly disruptive marketing strategy? And how can we to transform internal reporting to match this new form of engagement?
For this Meet the Boss Live evening in partnership with Selligent we’ll be delving into the current evolution that marketing is going through, how to tackle a new breed of consumers and ways to track, reflect and report this back to the business.
6:00 – 6:30 pm – Welcome Reception & Cocktails
6:30 – 6:40 pm – Introduction from Master of Ceremonies
6:40 – 7:00 pm – Keynote Speaker
7:00 – 9:00 pm – Three-course dinner complemented with table discussion points
9:00 – 9:30 pm – Wrap up and closing remarks from Selligent
- To what degree, do you recognise “entitled consumer” traits in your business? Is your marketing set-up to serve this cohort?
- 83% of CMOs believe their current technology does not enable contextual marketing across all channels. What needs to change?
- Research shows that 81% of CMOs are waiting for their competitors to use situational data – how comfortable are you with the pace in which our industry is responding to consumers’ growing expectations?
Jan Teerlinck, Vice President, Product Marketing at Selligent
Prior to his current role he was the co-founder and managing partner of Optizen, an innovator in software solutions for interactive marketers. Optizen merged with Selligent in 2008 after which Jan switched his focus to Selligent’s international markets.
Jan was also active in setting up a data-mining start-up, Data4s, where he focused on applying data mining applications for marketing purposes. Data4s was later acquired by Norkom.
Jan Teerlinck holds a master in computer engineering.
Selligent’s omnichannel marketing platform empowers marketers to engage with consumers using relevant insights. Our technology was built to support our Consumer-First Marketing philosophy, which makes consumer needs the trigger for all brand actions. With Selligent, B2C brands can bridge the gap between big data and real-time campaign execution, creating valuable interactions across channels that become more relevant over time.
Built around a universal consumer profile that paints a complete picture of each consumer by incorporating all of her brand interactions, Selligent’s natively integrated platform meets the needs of relationship marketers better than any solution on the market. Today’s entitled consumers expect relevant and valued messages in the moments that matter, and Selligent’s solutions make that possible.
More than 700 brands across retail, travel, automotive, publishing, and financial services rely on Selligent’s proven platform, including Netflix, InterContinental Hotels Group, and ING. With 10 offices across the United States and Europe and more than 50 agency partners and resellers, Selligent serves over 30 countries with local, personalized service.