Get Personal with Digital
What hot marketing trends are you embracing right now? The emphasis on enhancing the customer experience continues to rise, especially for the digital environment. Knowledge@Wharton recently shared the insights of consultant Beth Ann Kaminkow, formerly chief marketing officer of mall developer Westfield Corp. Kaminkow taps into ways to enhance the customer experience by learning from her own personal use of digital tools. She strongly advocates for top management to be early adopters in their own lives of the latest digital platforms, not the least because it will help in separating the wheat from the chaff. As Kaminkow notes, “The constantly curious mind, the desire to be on the edge and to be playing [with digital technologies] yourself . . . are key to going beyond knowledge learning to doing and activating around it, and having a more interpretive mind that allows you to truly create the right application, because not everything is going to be relevant.” Kaminkow reveals her personal allegiance to the fashion website Net-a-Porter, and describes the many ways they “surprise and delight” a consumer, from enticing, customized emails that reflect a deep understanding of your individual preferences, to sending their products in distinctive boxes that look great in your closet. What digital marketplace do you love?