Archive | September, 2011

Marketing Challenges and Vodka

Russia + MRM software = Emerging market + Emerging marketing discipline.

How to sell that?

The team from BrandMaker Russia created a 3 minutes animated movie explaining the MRM software basics to a young market. A friendly chat and one complementary bottle of vodka (delivered with rent-a-car at a parking lot at midnight) was all it took to convince us to share this video. Na zdorovje!

By the way, any French sofware vendors from the Cognac or Champagne region who want to have their video on MarketingGovernance.com?

CMO Council Launches Multi-Channel Magazine

Why lauch a print magazine when there are so many other publication formats available? CMO Council are moving with the times. The peer-powered marketing organization have announced a multi-channel, multi-format magazine to be published both in print and digitally. The peer-driven content will appear four times a year both as a print journal and in various digital formats for web, mobile, tablets and email. Read More…

Most CEOs Think CMOs Lack Business Credibility

How well do you communicate with the CEO? Do you feel that you’re on the same page, in sync, working toward a shared strategic vision?

I’d like to think that with all the talk of tearing down silos, internal integration and the CMO as a change agent, marketers are entering a new era of C-level communication and collaboration. I’d like to think that the marketing function is becoming increasingly integrated into overall business strategy, and that it’s being used to drive revenue growth in new and exciting ways. Read More…

Kantar: US Ad Spend Up 3.2% First Half 2011

Total advertising expenditures in the first six months of 2011 increased 3.2 percent from a year ago and finished the period at $71.5 billion, according to Kantar Media, the strategic advertising and marketing information provider. Spending growth eased slightly during the second quarter and was up 2.8 percent compared to last year.

“Advertising grew at a slower rate in the second quarter, contributing to speculation about the durability of an advertising recovery that is into its second year,” said Jon Swallen, SVP Research at Kantar Media North America. Read More…

Lead IT or Lose IT

“The client is often the biggest risk in IT projects,” says Nico Beenker, independent consultant, in his book Lead IT or Lose IT. Taking charge is essential to stop IT projects from spinning out of control. With the right project leadership and and the right attitude from the management , IT projects can become an asset to the organization, instead of a burden.

Read More…

Grad Men

Roger Sterling: I bet there were people in the Bible walking around, complaining about ‘kids today’.
Don Draper: Kids today, they have no one to look up to. Because they’re looking up to us.

But a group of students from the Creative Circus Advertising School think differently. They got together and decided they wanted Creative Director Don Draper from Sterling Cooper Draper Price to speak at their graduation ceremony. Yes, you heard it right. Not Jon Hamm, who plays Draper in AMC’s Mad Men, but the real, chain smoking, deal. And they got a bunch of real Creative Directors to pitch for them. We’ll let you know how this is going to end! Read More…

Caught in the Doldrums

If you are familiar with sailing, you’ll know that the doldrums are a calm on the seas – that down time when there is no wind, hardly any current and you are waiting for a breeze to pick up. When the wind was still the only way to propel ships across the ocean, finding yourself in the doldrums could mean death. Even today, leisure and competitive sailors attempt to cross the zone as quickly as possible. I believe most of the MRM sailing fleet of vendors are stuck in the doldrums, waiting for something to happen, hoping for a strong wind. Read More…

From Lead to Revenue

Over at Eloqua, they understand that marketing departments are no longer independent islands in organizations. Marketing is an essential element of businesses, and this means that they have financial responsibility, as Gary M. Katz and Glen S. Petersen also know. A solid planning and revenue creation is essential to this new position. In the whitepaper, ‘Fueling the Revenue Engine - 5 Strategies for Building and Feeding a Marketing Machine’, Eloqua demonstrates the role marketing departments can play in creating value for their organization. Read More…

ROI, “Break Even” or NPV?

How to calculate the sustainable value of your Operational Marketing Excellence Program? There are many ways to calculate a return on an investment and to calculate value to shareholders. All these methods have their advantages and disadvantages and are accompanied by many smaller variations fine tuning the same advantages and disadvantages. Picking one means balancing the pros and the cons for your specific goal and topic. In a simplified world you could cluster the methods as follows: Read More…

Operational Marketing Excellence Webinar

On 29 September at 10:30 AM CET and 6.30 PM CET ADAM Software will host a webinar on “Operational Marketing Excellence”. The webinar will last for 30 minutes. During the webinar, Romek Jansen from MRMLOGIQ (and yes… MarketingGovernance.com), an ADAM Software partner, will explore the solutions that help focus marketing operations on what really delivers value; the optimization of materials, processes and technology. Read More…