We anticipate the PADCC to be ‘internet impartial’ when it comes to its affect on the corporate’s advertising spend, and can scale back price over the long run. [The PADCC] would give us excessive core measurement from advertising and the power to take the guesswork out of it.” – Damien Cummings, CMO of Philips ASEAN

Lately, we spoke with Damien Cummings, CMO of Philips ASEAN, who’s main a groundbreaking organizational change to a fully-digital advertising mannequin at Philips. Step one within the transformation was the creation of a digital command heart. We’ve seen listening and command facilities earlier than, however this one is totally different – in reality, Damien calls it “essentially the most distinctive model on the earth.”

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The Philips Asia Digital Command Centre (PADCC) is a facility devoted to monitoring and collaborating in social dialog in regards to the firm, its merchandise, and the classes its product are related to. The PADCC is strategically staffed by members of company companions together with OBVIAM, Fleishman Hillard, Ogilvy and Mather, Carat, and Havas. The advertising know-how platforms used? Solely two options: Salesforce Advertising and marketing Cloud and Traackr.

We couldn’t have achieved the outcomes we did in figuring out the target market with out the ability of Traackr. The software program was versatile sufficient to fulfill the shopper’s wants, whereas delivering outcomes that far exceeded our expectations. The result’s a world class key influencer marketing campaign pushed by a world class software program.” – Jay Pring, OBVIAM

Salesforce Advertising and marketing Cloud and Traackr are used for social monitoring, content material creation, engagement and evaluation. The Philips staff practices an influencer technique created by OBVIAM, a full-service social media advertising company, who established a set of key phrases in Traackr to find essentially the most related influencers. They monitor and observe three key teams of influencers – utilizing a system known as MIA, media, influencers, advocates – within the platform for alternatives to interact and share content material.

With the PADCC in full execution mode, the transition in the direction of a digital mannequin of selling is now in full swing at Philips ASEAN. By 2016, Philips plans to maneuver all advertising technique in southeast Asia to a purely digital mannequin, and subsequently transition the remainder of the worldwide group.

How will you arrange your personal Philips’ impressed command heart?

Advertising and marketing leaders transitioning to a digitally-focused mannequin, are confronted with robust choices on the place to speculate. As a rule, there are a number of advertising know-how instruments obligatory inside a company, making these choices much more complicated. Obtain our full case examine to study extra about how Philips’ lean advertising know-how stack permits the PADCC to succeed in their objectives.