It’s Halloween, but That Doesn’t Mean Marketing Has to Be Scary.
It’s our Halloween blog post, but we’ll keep our ideas here on the Treat side of Trick or Treat.
The GGC community certainly enjoyed a Marketing Treat to remember when we invited Alan Gaffney, Vice President of Global eBusiness & Digital Marketing at Parker Hannifin Corporation, to speak at our recent Marketing Summer Camp.
He’s had a fascinating challenge at Parker, our multi-billion dollar client: how do you develop a digital presence for 100+ divisions and business units that are specific to the needs of the individual business, yet still tied together to present one global Parker brand identity?
It’s all tied to customer experience, he explained, not Parker’s needs. It’s easy for companies to get caught up in their own priorities and agendas, but that tends to skew the online user experience for customers who just need what they need at that instant – accurate specs, comparative performance information, installation/maintenance information, related products to purchase, and simple purchase instructions. That’s a tall order, particularly when you need to present the information in ways that are easy to find, mobile and in multiple languages.
Alan talked about how Parker’s digital transformation during the past few years required a change to how they thought about online customer interactions:
- How do you get beyond data sheet marketing, so you’re presenting product knowledge that goes beyond what a data sheet conveys?
- here.
