![]() As well as focusing on content transformation and internal skills development, she’s used technology to give EY a competitive edge. ![]() Since becoming CMO in 2017, Hopkins has faced this challenge head-on. They expect content to be served up in a timely way in the formats they like. And so that means that the digital touchpoints we create are very important for them to both evaluate our organisation and also the capabilities that we have. Our clients do a lot of research online before they purchase and even before they're ready to purchase. Undertaking that kind of work, however, isn’t straightforward – and she says marketing to B2B customers is increasingly challenging in a multi-channel world: Hopkins says her marketing team gives client-facing teams a competitive edge by serving up useful insights and delivering personalised content in a quick and effective manner. And that is a very challenging thing to deliver to clients in a consistent way globally. From an EY perspective, we talk about being proactive, connected and insightful. We’re in a very competitive industry and we're all striving for the same thing, which is to deliver exceptional client experiences. In an innovation keynote at Adobe Summit in Las Vegas, Karen Hopkins, Global CMO at EY, explained how her marketing team is using the technology giant’s services to bring data sources together, to develop effective marketing campaigns and to create personalized experiences for the consulting firm’s customers: EY is using a broad range of Adobe services to ensure it pushes the right kind of content to prospects and clients in a timely and effective manner.
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