Keep within the know
Signal as much as get influencer advertising and marketing methods, insights, and occasion invitations despatched to your inbox.
Subscribe
Signal as much as get influencer advertising and marketing methods, insights, and occasion invitations despatched to your inbox.
We anticipate the PADCC to be ‘web impartial’ by way of its affect on the corporate’s advertising and marketing spend, and can scale back value over the long run. [The PADCC] would give us excessive core measurement from advertising and marketing and the power to take the guesswork out of it.” – Damien Cummings, CMO of Philips ASEAN
Not too long ago, we spoke with Damien Cummings, CMO of Philips ASEAN, who’s main a groundbreaking organizational change to a fully-digital advertising and marketing mannequin at Philips. Step one within the transformation was the creation of a digital command middle. We’ve seen listening and command facilities earlier than, however this one is totally different – in truth, Damien calls it “probably the most distinctive model on the earth.”
The Philips Asia Digital Command Centre (PADCC) is a facility devoted to monitoring and taking part in social dialog concerning the firm, its merchandise, and the classes its product are related to. The PADCC is strategically staffed by members of company companions together with OBVIAM, Fleishman Hillard, Ogilvy and Mather, Carat, and Havas. The advertising and marketing expertise platforms used? Solely two options: Salesforce Advertising Cloud and Traackr.
We couldn’t have achieved the outcomes we did in figuring out the audience with out the ability of Traackr. The software program was versatile sufficient to satisfy the shopper’s wants, whereas delivering outcomes that far exceeded our expectations. The result’s a world class key influencer marketing campaign pushed by a world class software program.” – Jay Pring, OBVIAM
Salesforce Advertising Cloud and Traackr are used for social monitoring, content material creation, engagement and evaluation. The Philips crew practices an influencer technique created by OBVIAM, a full-service social media advertising and marketing company, who established a set of key phrases in Traackr to find probably the most related influencers. They monitor and observe three key teams of influencers – utilizing a system known as MIA, media, influencers, advocates – within the platform for alternatives to have interaction and share content material.
With the PADCC in full execution mode, the transition in direction of a digital mannequin of selling is now in full swing at Philips ASEAN. By 2016, Philips plans to maneuver all advertising and marketing technique in southeast Asia to a purely digital mannequin, and subsequently transition the remainder of the worldwide group.
How will you arrange your personal Philips’ impressed command middle?
Advertising leaders transitioning to a digitally-focused mannequin, are confronted with robust choices on the place to take a position. Most of the time, there are a number of advertising and marketing expertise instruments obligatory inside a company, making these choices much more complicated. Obtain our full case examine to study extra about how Philips’ lean advertising and marketing expertise stack permits the PADCC to succeed in their objectives.
