Digital Transformation

Focus on Digital Marketing

CBRE Group has significantly shifted its marketing strategy over the past four years, embracing digital marketing as a core component. Allocating up to 75% of their marketing investment to digital and social media platforms, CBRE has effectively tapped into the power of online channels to reach their target audience (LinkedIn Business).

This digital-first approach allows CBRE to engage with potential clients and industry professionals in a more personalized and efficient manner. By leveraging data analytics and tracking, they can fine-tune their campaigns to ensure maximum impact and ROI. For more insights into how other companies are leveraging digital marketing, you can explore what marketing strategies does Deloitte use and what marketing strategies does PwC (PricewaterhouseCoopers) use.

Investment in Social Media

Social media has become a cornerstone of CBRE’s marketing strategy, particularly on platforms like LinkedIn. CBRE has achieved impressive results with LinkedIn Sponsored InMail campaigns, boasting a 54% open rate and a 28% click-through rate (CTR), significantly surpassing LinkedIn benchmarks.

This success can be attributed to their strategic use of demographic and interest-based targeting, allowing them to connect with both professional and hobbyist photographers. By tailoring their content to resonate with these specific audiences, CBRE enhances engagement and builds stronger relationships.

Metric	CBRE Performance	LinkedIn Benchmark
Open Rate	54%	Industry Average
Click-Through Rate (CTR)	28%	Industry Average

Through partnerships with media agencies like m/SIX, CBRE creates visually rich and personalized campaigns that capture the attention of their target audience. This focus on high-quality, engaging content has proven to be a key factor in their social media success.

For more examples of effective social media strategies, you can look into what marketing strategies does EY (Ernst & Young) use and what marketing strategies does Bain & Company use.

By understanding and implementing these digital marketing strategies, you can gain valuable insights into how CBRE Group has successfully transformed its marketing efforts to stay ahead in a competitive landscape.

Effective Campaigns

CBRE Group has executed numerous successful marketing campaigns, particularly on LinkedIn, which have significantly contributed to their overall marketing strategy. Here, we’ll examine two key initiatives: LinkedIn Success Stories and Sponsored InMail Performance.

LinkedIn Success Stories

One of CBRE’s standout campaigns is their involvement in the 2016 Urban Photographer of the Year competition. This initiative saw over 29,000 entries, marking a 41% increase from the previous year (LinkedIn Business). The substantial increase in participation underscores the effectiveness of CBRE’s LinkedIn campaign.

In addition to promoting the competition, CBRE used LinkedIn to engage with a broad audience, including both professional and hobbyist photographers. By utilizing LinkedIn’s robust demographic and interest-based targeting features, CBRE successfully reached individuals who were most likely to participate in the competition.

Year	Entries	Increase (%)
2015	20,564	–
2016	29,000	41

The above table highlights the significant growth in participation, showcasing the power of an effective LinkedIn campaign in reaching and engaging a targeted audience.

Sponsored InMail Performance

CBRE also leveraged LinkedIn’s Sponsored InMail to achieve remarkable results. Sponsored InMail allows companies to send personalized messages directly to LinkedIn users’ inboxes, ensuring a more direct and engaging form of communication.

CBRE’s Sponsored InMail campaigns achieved a 54% open rate and a 28% click-through rate (CTR) (LinkedIn Business). These figures are notable, as they significantly surpass LinkedIn’s average benchmarks.

Metric	CBRE’s Performance	LinkedIn Benchmark
Open Rate	54%	20-30%
Click-through Rate (CTR)	28%	3-5%

By utilizing LinkedIn’s Sponsored InMail, CBRE effectively targeted not only professional photographers but also hobbyists, leveraging demographic and interest-based targeting to connect with both segments.

For young executives looking to understand other companies’ marketing strategies, examining CBRE’s approach to LinkedIn campaigns offers valuable insights. Their success in leveraging LinkedIn’s features to engage a targeted audience demonstrates the potential of well-executed digital marketing strategies.

Explore how other companies use marketing strategies by visiting articles such as what marketing strategies does deloitte use and what marketing strategies does pwc (pricewaterhousecoopers) use.

Audience Targeting

An effective audience targeting strategy is crucial for CBRE Group’s marketing success. They employ a combination of demographic and interest-based targeting to reach their desired audience segments effectively.

Demographic and Interest-based Targeting

CBRE Group leverages LinkedIn’s sophisticated targeting capabilities to connect with their audience. By utilizing demographic and interest-based targeting, they can precisely reach individuals who are most likely to be interested in their services. This approach allows them to tailor their messaging and campaigns to resonate with specific groups, increasing engagement and conversion rates.

For instance, CBRE uses LinkedIn’s Sponsored InMail to deliver personalized messages directly to the inboxes of their target audience. This method ensures that the messages are highly relevant and engaging, leading to higher open and response rates. According to LinkedIn Business, CBRE has successfully used this strategy to target both professional and hobbyist photographers.

Engaging Professional and Hobbyist Photographers

In addition to demographic targeting, CBRE Group also focuses on engaging specific interest groups, such as professional and hobbyist photographers. By understanding the unique needs and preferences of these segments, CBRE can create tailored campaigns that resonate with their audience.

Using LinkedIn’s targeting tools, CBRE can identify and reach individuals who have expressed an interest in photography. This allows them to focus their efforts on a niche audience that is likely to be interested in their services. By delivering personalized and relevant content, CBRE can build stronger connections with their audience and drive higher engagement levels.

To further enhance their targeting efforts, CBRE also partners with other marketing platforms and agencies. For example, by collaborating with m/SIX, they can develop visual and personalized campaigns that appeal to their target audience’s interests and preferences. This multi-faceted approach ensures that CBRE’s marketing strategies are both effective and efficient.

For a detailed look at how other companies implement similar strategies, explore our articles on what marketing strategies does Deloitte use and what marketing strategies does PwC (PricewaterhouseCoopers) use.

Targeting Strategy	Description	Outcome
Demographic Targeting	Utilizing LinkedIn’s demographic data to reach specific audience segments	Higher engagement and conversion rates
Interest-based Targeting	Focusing on individuals with specific interests, such as photography	Increased relevance and personalized messaging

Through these targeted efforts, CBRE Group can effectively reach and engage their desired audience segments, driving better marketing outcomes and achieving their business objectives. For more insights into CBRE’s marketing strategies, check out our other articles on what marketing strategies does Accenture use and what marketing strategies does EY (Ernst & Young) use.

Content Strategy

Partnership with m/SIX

CBRE Group has leveraged a strategic partnership with media agency m/SIX to enhance their content strategy. This collaboration focuses on creating tailored content that resonates with their target audience. By working closely with m/SIX, CBRE has been able to develop campaigns that are both visually rich and personalized, effectively engaging their audience (LinkedIn Business).

Campaign Feature	Description
Tailored Content	Custom content designed to resonate with specific audiences
Visual Richness	High-quality imagery and videos to capture attention
Personalized Approach	Content tailored to individual preferences and behaviors

For young executives looking to understand the marketing strategies of other companies, exploring the partnership between CBRE and m/SIX offers valuable insights into how collaboration with media agencies can enhance content quality and engagement.

Visual and Personalized Campaigns

CBRE’s content strategy places a strong emphasis on visual and personalized campaigns. By utilizing high-quality imagery and videos, they capture the attention of their audience and communicate their message more effectively. This approach is particularly effective in reaching professional and hobbyist photographers, a key demographic for CBRE (LinkedIn Business).

Key elements of CBRE’s visual and personalized campaigns include:

• High-Quality Imagery: Stunning visuals that captivate and engage the audience.
• Videos: Dynamic content that conveys information in an engaging manner.
• Personalization: Tailored content that speaks directly to the interests and preferences of individual viewers.

To further explore the marketing strategies of other prominent companies, you can visit our articles on what marketing strategies does Deloitte use, what marketing strategies does PwC use, and what marketing strategies does Accenture use.

By focusing on visual and personalized campaigns, CBRE ensures that their content stands out in a crowded market, effectively engaging their target audience and driving results. For more detailed insights into their strategy, you can refer to related articles such as what marketing strategies does EY use and what marketing strategies does KPMG use.

AI and Technology Integration

AI Playground for Employees

CBRE Group has taken a significant step in integrating AI into its operations by creating a self-service AI playground for employees. This platform allows employees to leverage large language models (LLMs) and generative AI tools without added risk (CIO Dive). The AI playground is designed to enhance productivity and innovation within the company.

One of the standout features of this AI playground is its ability to support a variety of self-service capabilities, including content generation, chat, and querying. This flexibility allows employees to utilize AI for different job functions, making their tasks more efficient and effective. The platform is adding about 150 users weekly through word of mouth, demonstrating its growing popularity among employees.

Month	Unique Users
January	1,000
February	1,800
March	2,500
April	3,000

Figures courtesy CIO Dive

With around 3,000 unique users monthly, the AI playground is a testament to CBRE’s commitment to fostering an innovative work environment. The platform not only enhances employee capabilities but also supports the company’s overall mission to integrate advanced technology into its operations.

Smart Facilities Management

In addition to the AI playground, CBRE has also deployed AI-enabled smart facilities management across more than 20,000 sites, covering one billion square feet (CIO Dive). This initiative highlights CBRE’s dedication to utilizing advanced technology to improve operational efficiency and client satisfaction.

The smart facilities management system uses AI to monitor and manage various aspects of building operations, including energy consumption, maintenance, and security. By leveraging AI, CBRE can provide more responsive and efficient services to its clients, ensuring that their facilities are managed to the highest standards.

Sites	Square Feet
20,000+	1 Billion

Figures courtesy CIO Dive

CBRE’s integration of AI into its facilities management practices has set a new standard in the industry. The company’s commitment to using AI and other advanced technologies is evident in its marketing strategies. For insights into other companies’ marketing strategies, you may want to explore what marketing strategies does Deloitte use or what marketing strategies does PwC (PricewaterhouseCoopers) use. By understanding these strategies, you can gain a comprehensive view of how leading companies leverage technology to stay ahead.

Measuring Success

Understanding the effectiveness of your marketing strategies is crucial for continuous improvement and achieving your business goals. CBRE Group employs robust methods to measure success, focusing on analytics and ROI tracking, as well as monitoring monthly user engagement.

Analytics and ROI Tracking

CBRE’s approach to AI investments is strategically aligned to ensure meaningful returns. They utilize analytics to measure platform usage, costs, and efficiency gains, which are critical for ongoing AI initiatives (CIO Dive). By tracking these metrics, CBRE can evaluate the effectiveness of their marketing strategies and make data-driven decisions.

Key Metrics for Analytics and ROI Tracking:

Metric	Description
Platform Usage	Measures the number of unique users and their interaction with AI tools.
Costs	Tracks the financial investment in AI and marketing platforms.
Efficiency Gains	Evaluates improvements in productivity and operational efficiency.

For more insights on how other companies track their marketing strategies, you might find our articles on what marketing strategies does Deloitte use and what marketing strategies does PwC (PricewaterhouseCoopers) use helpful.

Monthly User Engagement

Monitoring user engagement is essential for understanding how effectively your marketing efforts are resonating with your audience. CBRE’s AI playground, which includes content generation, chat, and querying capabilities, has around 3,000 unique users monthly. This platform supports various job functions within the company, providing valuable insights into user behavior and engagement levels.

Monthly User Engagement Metrics:

Metric	Description
Unique Users	The number of individual users interacting with the AI playground.
Interaction Types	The various types of interactions, such as content generation, chat, and querying.
Job Function Support	How the platform supports different roles within the company.

By analyzing these metrics, CBRE can optimize their AI and marketing strategies to better serve their audience. For more information on effective engagement strategies, you may want to explore our articles on what marketing strategies does Accenture use and what marketing strategies does McKinsey & Company use.

Understanding and leveraging these metrics can help you improve your marketing strategies and achieve better results, just as CBRE Group has done.