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RISE OF PEOPLE POWER
Traditional brands that try to cash in on new-media marketing trends usually find themselves stuck with a "meatball sundae," says author and industry guru ...
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23 MAY 2008
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THE ENGAGEMENT GAME
Your media plan likely contains all the usual, well-known media options: TV and radio ads, print ads and outdoor advertising. We've all been going with these options for years, decades in fact. We've always known we wouldn't be fired for nominating them. Just like an IT guy wouldn't be fired for installing an IBM solution. But this security is fast disappearing. One day soon, you might be fired for limiting yourself to these options.
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22 MAY 2008
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CLOSING THE LOOP ON MARKETING STRATEGIES
A closed-loop marketing strategy is essential for organizations these days, says Aberdeen Group's Ian Michiels, and a centralized customer database is the most critical component in developing a robust one.
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22 MAY 2008
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MANY RETAILERS LAG IN HELPING CUSTOMERS SHOP ACROSS CHANNELS, FORRESTER SAY (INTERNETRETAILER.COM)
Consumers use multiple channels in the course of making expensive and complex purchases, but multi-channel retailers often fail to give them the help they need, according to a new report by Sucharita Mulpuru, an e-commerce analyst at Forrester Research Inc.
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15 MAY 2008
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PRAGMATIC BUSINESS STRATEGY: SEVEN WAYS TO MAKE MARKETING WORK
In a challenging economy, you must find new ways to make marketing work more effectively, get more out of marketing investments, and measure and account for marketing decisions.
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14 MAY 2008
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HOW MARKETING CAN GO BEYOND THE 'MAKE IT PRETTY' SYNDROME
At a recent conference, Sylvia Reynolds, chief marketing officer for Wells Fargo, asked, "When did Marketing become the make-it-pretty department?" Reynolds then reminded conference participants that the fundamental role of Marketing has always been about the customer. Essentially, Marketing's role is to find, keep, and grow the value of customers. So what does that mean, and how does a marketer get beyond the "make it pretty" syndrome?
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13 MAY 2008
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BUSINESSES INCREASINGLY KEEN ON SAAS (TECHWORLD)
Easier maintenance lures enterprises. Software as a service (SaaS) - which allows organisations to access software over the web instead of locally on a desktop - is rapidly pervading the enterprise space, with nearly 73 percent of large companies saying they have adopted it or plan to adopt it in the next 18 months, according to a recent survey by Kelton Research.
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09 MAY 2008
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ENGAGEMENT—A NEW INFORMATION-BASED FORM OF ADVERTISING
An engagement between a buyer and a seller begins with a single point of contact. It could be as a sale or an inquiry that, with the appropriate follow-up, can be converted into an ongoing experience for both the seller and the buyer. It is such an experience or set of experiences that create what we define as an engagement—or at least the potential of creating one.
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09 MAY 2008
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HOW TO HEAR THE VOICE OF YOUR CUSTOMERS: HONE FIRST-PERSON INTELLIGENCE FROM ALL FORMS OF FEEDBACK
Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the messages received. By some estimates, 85% of the information companies collect is not in a form that they can access or analyze—it is unstructured. The Gartner Group reports unstructured data doubles every three months while seven million web pages are published every day. This cacophony presents the one of the biggest challenges companies face today.
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08 MAY 2008
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CULTURE SHIFT: THE GIVE AND TAKE OF CAUSE MARKETING
There's plenty of talk about "cause marketing" these days, but is most of it missing the point?
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08 MAY 2008
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