Archive | May, 2012

DAM According to Canto

‘The most customizable digital asset management solution on the market.’ In spite of, or maybe because of this feature, software vendor Canto’s Digital Asset Management solution Cumulus seems a pretty straightforward, no-frills DAM system. It is an online library for all business related assets: images, files, documents, audio or video media. It manages access rights, making some information available to a limited number of people, if necessary. And Cumulus is a cloud-based system (as the name indicates), which allows quick and easy collaboration world-wide.
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Are Your Marketing Assets Tablet Ready?

Tablet computers such as the Apple iPad are becoming an important sales enablement tool for many large enterprises. In a recent survey by the Sales Executive Council of the Corporate Executive Board, 35% of respondents said they already use tablet technology, and another 40% said they plan to roll out tablets within twelve months.

Drug and medical device firms appear to be leading the charge when it comes to using tablets to support sales efforts. In early 2011, cbsnews.com reported that AstraZeneca and Novartis are among several pharmaceutical companies that have acquired iPads for at least some of their outside salespeople. Medtronic Inc., a US-based provider of implantable heart devices and other products, made news in late 2010 when it purchased 4,500 iPads for its sales and marketing team. Read More…

Digital Branding – Brand Leaders Summit 2012

On June 5 and 6 2012, the Digital Branding – Brand Leaders Summit will be held in Moscow. This major digital marketing event will bring together the world’s leading experts and practitioners to explore the most successful brand strategies in the New Media environment. Among the speakers will be Romek Jansen, founder of marketing efficiency company MRMLOGIQ and editor-in-chief of MarketingGovernance.com.

Over the past few years digital communications have evolved from being merely an experimental advertising channel to penetrating the core of the brand platform and becoming effective tool in increasing awareness and enhancing brand loyalty. The world leading brands have entered the social networks and have accumulated a significant experience in the realm of digital communication. What have they achieved? How have they convert likes, fans and friends into brand loyalty and sales growth?  Read More…

Webinar: Marketing Supply Chain Management

On May 31st, 01:00 PM,  join us for a 30-minute webinar by Romek Jansen: Marketing Supply Chain Management: Increase Your Marketing Efficiency. In this webinar, we will show how increased collaboration in your marketing organization can be a massive efficiency driver. However, improved collaboration also means more dependencies. But the marketing supply chain will be able to ‘carry the load’ if these dependencies are transparent and guidelines, tolerances and quality checks are mutually agreed upon in Service Level Agreements (SLAs). Learn more about creating a flexible supply chain and the need for clear internal SLAs.

This webinar is part of the ‘Get Inspired with Marketing Operational Excellence’ series in which we’ll give you practical tips and tricks, helpful concepts and strategic insights. It brings you the value drivers and the strategic business case. Benchmark the maturity of your marketing operations against industry scores and pinpoint where to begin to get results fast.

The webinars that will follow are:

  • Change Management, June 21
  • 10 Pitfalls To Avoid, July 12

Click here to register.
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How to Make Data Interesting

Data in all shapes and sizes plays a huge role in today’s business environment. Whether it are the results from the latest viral campaign, the activity on various social media accounts, or complicated financial stats and graphs, we are all forced to deal with data on an almost daily basis. So why not spice them up a little?

This video gives a few questions to consider when processing raw data for reports and presentations and the like. It also gives a few tips and tricks to make your data visually attractive. That way, next time you give a presentation, your colleagues probably won’t use the COMA app on you.
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CRM According to Salesforce

‘If you’re like most businesses, you track your business information in a lot of different places. But finding your way through emails, spreadsheets and presentations can take up a lot of valuable time.’ Enter CRM system Salesforce.

This cloud-based dashboard is a central place where ‘everything you need to run your business – from contacts and accounts to sales deals and documents’ is stored. The demo below shows a clear, clean, easy-to-use system, which incorporates email, leads, accounts, and contact information. It seems that Salesforce also took a few cues from Facebook and Twitter: the system features a sort of Twitter feed that automatically creates new status updates when something is changed in a project. You can follow your colleagues and stay up to date about your assigned projects, without having to CC everyone every time you send an email. Nifty.
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Whitepaper: The Social Consumer Brand Compatibility Model

Five years ago, not everybody could have foreseen the huge role social media would play in marketing today. Today, almost any brand realizes the importance of social media and either has or is working on a social media strategy. Some brands were among the early adopters and have taken a head start in social marketing, while others are still trying to figure out the best way to incorporate social into the marketing mix.

But social media are not like traditional media and require a different approach from a marketing point of view. It’s inherently interactive, and ever-evolving. Social media is more than ever about the relationship between customer and brand. This does not only take a different kind of communication, but also a different kind of data analytics. Social media are a potential source of a wealth of consumer information, but the question on everybody’s mind these days is how to get the best information from this vast pool of data.

The CMO Council report ‘The Social consumer Brand Compatibility Model‘ introduces a new way of analyzing social media data:

Social Consumer Brand Compatibility modeling is an emerging area of marketing science that seeks to navigate the mountain of social media data and take-away insights regarding customers and their interests. By analyzing posts, ‘likes’, and rich media content sources from Facebook, Twitter, YouTube, and other social networks, brands can glean richer information about media consumption, psycho-graphic, lifestyle, and personal interests. [...] Social data delivers heightened insight, allowing marketers to improve media selection and buying, as well as the relevance, resonance, and response of ad and promotional buying.

Read More…

How to Reduce the Fixed Costs of Print Catalogs

Despite the rapid growth of online shopping and buying, print catalogs are still an important marketing tool for many companies. In the US alone, over 20 billion catalogs were mailed in 2010. Even companies that sell primarily online can benefit from using print catalogs. Research commissioned by the United States Postal Service has shown that catalog recipients are more likely to make a purchase than shoppers who don’t receive them, and catalog recipients typically buy more items and spend more money.

Nevertheless, marketers are facing growing pressures to make print catalogs more cost effective. Shorter product cycles, new product releases, and changing market conditions can require more frequent catalog updates to keep the information fresh and accurate. And, frequent revisions will obviously increase the costs of using print catalogs. Read More…

B2B Marketing Budgets Rising 6.8% in 2012

Things are looking up for Business-to-Business marketing. B2B marketers are increasing marketing budgets 6.8% on average in 2012, according to a research by Forrester. The business intelligence company conducted an online survey of 864 B2B marketing executives. Among the results is the discovery that across various industries, gaps in marketing investment growth have narrowed from levels reported in 2011:

  • High-tech services firms still lead the industry pack in 2012, but with a much more modest growth plan of 9%, compared with the 17% reported in 2011.
  • Manufacturing firms are second with a 7% increase as they invest in digital channels. That’s up 3 percentage points from 4% in 2011.
  • Pharmaceutical, medical device, and biotech budgets are showing a sharp change of direction, shifting from a 3% cut in budgets in 2011, to a 2% increase in 2012.
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Read More…

What is Branding?

What is branding exactly? This video by Norwich Business School tries to capture the essence of one of the things in marketing and advertising that’s so hard to pinpoint: the Brand. Originally a way of telling apart cows from different farms, brands have become complex and dynamic concepts. And since the rise of the Internet and (yes, there they are again) social media, marketers have been forced to release at least some control over their brands in order to let them flourish.

A brand is not just a logo, according to the video. It’s the feeling of familiarity and trust that it sparks in the consumer. That’s what makes them so versatile: Virgin is a music label, an airline company, a chain of media stores, a telecom provider… And still all these should be recognizable as part of one umbrella brand. And this is exactly where Marketing Operations comes in: it provides the structure and management to make sure brands can present a unified image, even if the manifestations of that brand are very different.
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