Archive | December, 2011

Social Media Business Stats & Graphs

How do businesses use social media? How prepared do CMOs feel for its use as a marketing tool? Do they measure the effectiveness of social media, and if so, with which systems and programs? This emerging branch of marketing leaves many new questions and challenges. Some of these are answered by the slideshow below. The slideshow by Watershed Publishing brings together a vast amount of data and statistics on the use of social media: long term and short term trends, user stats, consumer use, business use. Below is an excerpt which focuses on business use alone, but the whole slideshow is worth taking a look at.


Huge Potential Savings on Marketing in Top European Firms

Europe’s top 500 businesses could be wasting a combined €716m when purchasing marketing products and services, according to a forthcoming study from marketing production specialists Charterhouse.

David Fincham, Director at Charterhouse, comments: “There is a huge opportunity for big businesses to make significant savings on their marketing. Driving purchasing efficiencies will be vital in an uncertain economic environment and in light of shrinking marketing budgets.”

The study is based on the responses of 200 procurement professionals from across Europe’s 500 biggest businesses. Full results will appear in Charterhouse’s upcoming report, The Marketing Maturity Matrix. Read More…

15 Amazing Marketing Automation Stats

Still wondering about the pros and cons of Marketing Automation? In need of hard data? The Hubspot Blog collected some facts and figures about this growing area of Marketing Operations. Have a look at the stats below and you’ll get an idea of what’s going on in the industry at the moment: the successes, but also the challenges.

  1. The adoption of marketing automation technology is expected to increase by 50% by 2015. (Sirius Decisions)
  2. Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years. (Focus Research)
  3. By 2020, customers will manage 85% of their relationship without talking to a human. (Gartner Research)
  4. 50% of respondents to a 2011 Focus survey stated they have not realized the full value of their marketing automation investment, and less than 25% use their platforms to their full potential. Read More…

MRM in 60 Seconds: Ten Functional Areas, Part One

Part five of the MRMLOGIQ series MRM in 60 Seconds takes a look at the key Marketing Operations processes. Based on the SMRC Model (you’ll remember this from Marketing 101), the Ten Functional Areas Model covers the main aspects of creating and executing marketing campaigns: from content creation to budgeting and business analytics. This week we’ll show you the backbone of the model. Next week, we’ll discuss each Functional Area individually to complete the picture.




P&G Seeks ‘One-on-One’ Relationship with Consumers

Procter & Gamble, the FMCG giant, is using digital tools to build a ‘one-on-one’ relationship with shoppers, within a wider effort to enhance its marketing and innovation capabilities.

“With digital technology, it’s now possible to have a one-on-one relationship with every consumer in the world. The more intimate the relationship, the more indispensable it becomes,” Bob McDonald, P&G’s CEO, told McKinsey. ‘We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.’

One way the firm is exploiting such opportunities is via its ‘Consumer Pulse’ system, which analyses online comments. Comments are grouped by brand and delivered to a relevant individual staff member.

Broader initiatives include letting staff use iPads to download precise, up-to-the-minute insights about the production process, alongside equally rigorous systems covering transport and logistics, and automated retail ordering platforms for retailers.

Read More…

5 Privacy Factors to Consider When Using Marketing Technology

Marketing technology is a powerful marketing tool. So powerful, in fact, implementing it in your marketing efforts involves privacy issues that you might not even be aware of.

David Kirkpatrick from MarketingSherpa interviewed marketing automation software vendors Adam Blitzer, Chief Operating Officer and co-founder, Pardot; and Dennis Dayman, Chief Privacy and Security Officer, Eloqua; and Scott Meyer, Chief Executive Officer and founder, Evidon, a dedicated provider of privacy and compliance solutions for digital media.

The experts discussed five privacy issues regarding marketing automation, third and first-party tracking, EU regulations, privacy policies and data management and how to handle them.  Read More…

Whitepaper: Digital Marketing Trends for 2012

While ad spending in social, mobile marketing and data analytics is steadily increasing, the established digital marketing materials such as email, paid search and SEO will dominate retailer marketing budgets for the coming year. This is one of the findings from the whitepaper published by the e-tailing Group and Bronto Software which looks at the marketing landscape for 2012. They interviewed over 100 retailers about their expectations for the coming year. From the report:

Under today’s frenetic pace, it has become more important than ever to develop a solid 2012 plan. As consumers are more accessible via more channels, retailers must make choices about how to best deploy their finite marketing resources. The e-tailing group, in sponsorship from Bronto, a marketing platform for commerce, took a two-pronged approach to exploring the current marketing madness.

Read More…

Marketing and Technology… According to Dilbert

MRM in 60 Seconds: Four Efficiency Directions

The fourth instalment of the MRMLOGIQ MRM in 60 Seconds series takes a look at the four efficiency directions of MRM: Cheaper, Faster, Better, and More. Which direction does your company need to improve? Do you want to cut costs on campaigns, reduce time-to-market, run better campaigns, or increase your marketing output? Answering these questions will help you get a better view of the needs of your company, and the MRM strategy required to reach your goals.