Presentations
cScape celebrated the launch of its new book 'Winners and Losers in a Troubled Economy' with a packed event in central London. cScape's Customer Engagement Unit Consultants were on hand to give valuable tips, insights and case studies. Take a look at the presentations from the day, and why not download the book on the Winners and Losers homepage.
Four Key Trends in Customer Engagement
Personalisation and the rich experience; the role of psychology and persuasion; atomisation and the distributed experience; social tools and the new conversation. Richard Sedley whizzes through the key trends in current thinking around engagement and the science of persuasion.
Extending Value in a Troubled Economy
From marketing to advertising, search engine optimisation and social media – none can fully replace innovative products and services. It is imperative, argues Martyn Perks, that companies do not lose sight of this in times of economic instability.
Offline and Online Spending
Negligence of joining up offline and online campaigns is a recipe for failure. Lynda Rathbone outlines an all-too-common scenario where an ambitious charity marketing campaign left little budget for online efforts.
Green My Apple
As Steve Bridger explains, the environmental campaign group Greenpeace used the power of social networking and online activism to pressurize Apple into ‘greening’ its products.
The Terrapinn Story
Terrapinn, one of the world’s the largest conference organisers, has plenty of Big Ideas. Clare O’Brien explains how to use digital media to communicate such ideas online - in ways that generate returns on investment.
Winning with Video
David Dodd, of Lightweight Media, talks us through how UK newspapers have tackled the advertising recession and decline in sales through revamping their sites with video content and interactive features.
Dove: Empowering Women
Lucy Conlan, along with over one million other British women, has engaged with the multilayered Dove microsite, which was less about selling products than challenging prevailing body ideals and boosting women’s self confidence.
Engagement Wins in Times of Trouble
What happens when the front figure of a brand ends up in jail? Richard Sedley shares the fascinating story of how the brand of Martha Stewart, American queen of daytime television, was boosted through creative encouragement of online participation.