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Company: Merkle, Columbia, MD
Company Description: Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million)
 Nomination Title: Merkle’s 2021 Customer Engagement Report
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Q1 report launched 1/12/21, Q3 report launched 9/16/21
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 245 words used.
In 2021, the third annual installment of Merkle’s Customer Engagement Report was delivered, including two bi-yearly reports. This series of reports serves as the flagship lead generating thought leadership for Merkle’s data and technology service lines of business. The goal is to educate our clients and prospects, bring readers original research, while also acquiring leads for our sales team on applicable business challenges that we help solve for clients.
Each report provides analysis of customer engagement trends through a Merkle-led survey, in addition to articles and case studies, to help readers make better business decisions. This year, we dialed back the frequency from quarterly to bi-yearly to increase the quantity of survey respondents. The survey of more than 800 marketers at major North American and UK brands (increased from 400 in past years), spanning across industries, asks questions to unearth trends and priorities across marketing technology, data collection, and activation.
The Q1 2021 report investigated the word on every marketer’s mind: Privacy. We discussed how organizations are preparing for a world without third-party cookies and how to prepare. Our research found that only 59% had a clear understanding of the impact of privacy-related data restrictions.
The Q3 2021 report explored how to collect the right data and operationalize it to achieve desired goals and KPIs. We discussed the need for an identity solution, clear and actionable use cases, and how the hot item in the marketing technology world, a customer data platform (CDP), can help.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 102 words used.
Each launch is supported by a fully integrated campaign that includes email, PR, paid media (search and display), social, and paid social channels, and drives to a digital version of the report behind a lead-capture form. Additionally, the content from each issue is repurposed throughout the quarter in various formats including slides in new business presentations, video content, blog posts, social media campaigns, bylined articles with prominent industry publications, and within industry events.
Each report was also accompanied by a webinar that reviewed insights from the research and, in some cases, incorporated client panelists for discussion of use cases and best practices.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 28 words used.
The Customer Engagement Report and accompanying webinars produced 1,600 leads, plus 10 pieces of media coverage across publishers such as Marketing Dive, Media Post, and Yahoo! Finance.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 18 words used.
Landing pages:
- Q1 2021 Customer Engagement Report
- Q3 2021 Customer Engagement Report
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