While social media is table stakes today, measuring its success, especially its impact on other channels, is another thing entirely. Join Playboy’s Chief Digital Officer and CRO to understand how they’ve reinvented the iconic men’s magazine for the social age — and are crushing it to propel digital, mobile, advertising, and licensing.
It’s no secret that social media has become one of the most important aspects of marketing. With 2,307 billion active social media users around the world — 1.968 billion on mobile — establishing a strong social media presence is a given. Where the real problem lies is successfully connecting the dots between social media and other marketing efforts to create a seamless omnichannel experience for consumers.
A recent survey shows just how badly retailers need to refine their touchpoints across critical channels. While 62 percent of consumers said they had a seamless experience more than once across online and in-store, only 39 percent said this wasn’t the case when mobile apps, phone, and social media were included.
74 percent of consumers want their touchpoints to be quick and convenient and when the results are uneven it leads to disappointment — only 4 percent of consumers believe retailers know what they like when shopping via a particular channel.
And marketers are feeling the pain. In a global survey conducted by Hootsuite and Harris Poll, 67 percent of marketers cited measuring campaign effectiveness as their biggest hurdle. Additionally, 62 percent cited designing an effective social media strategy as their menace, while 61 percent said it was converting social data into something actionable.
Marketers today don’t have time to risk significant investment in social without results to show for it — which is where this VB Live event comes in. Playboy, the iconic men’s magazine, revamped its focus digitally in a big way and has grown its social media footprint from 11 million to 28 million in 18 months. Phillip Morelock, Chief Digital Officer and CRO at Playboy, will join us as he shares invaluable tips on cracking the social media challenge and the persistent problems of creating a seamless omnichannel experience.
Don’t miss out!
In this VB Live event, you’ll:
- Learn different types of consumer move between channels, and how to manage that
- Understand how to measure social success
- Leverage the community without cannibalising the audience
Phillip Morelock, Chief Digital Officer and CRO, Playboy
Stewart Rogers, Director of Marketing Technology for VentureBeat
Moderator: Wendy Schuchart, Analyst, VentureBeat