Archive | June, 2012

Twitter’s Got a Brand New Bird

Trouble keeping up with your own company’s constant re-branding? Rely on Twitter to give you a little extra work. The microblogging site has updated their logo. Before, the site carried multiple logos: the little bird, the lower case ‘t’, as well as the full name of the site in that particular Twitter typeface. From now on, however, the bird is the only symbol of Twitter. The logo has been streamlined and is based on three sets of overlapping circles (representing interlinking social networks). On the company weblog, the rebranding is described – somewhat circularly – as:

 Twitter is the bird, the bird is Twitter.

Visit the Brand Guidelines page for some more information on how to display the logo on your website and marketing content. Twitter would like you to use it in exactly the right way.
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CRM According to CDC Software

‘Your business is unique – your CRM system should be too.’ Pivotal is a CRM solution offered by CDC Software. This vendor video gives a few sneak peeks at the Customer Relations Management program. Integrated with Microsoft Office and Outlook, a customizable dashboard, its features include data management, document management, and social integration, with all social media channels accessible from a central dashboard. It even offers a Marketing Automation function, which is not a typical feature of CRM systems. And of course it also runs on smartphones. CDC does a good job of making Pivotal look like the system around which businesses revolve.
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Best Practices in Marketing Automation

While many marketers are familiar with the term Marketing Automation, not everyone is quite sure what it contains. The term is used to describe a wide range of supporting marketing software, from solutions such as DAM or PIM, but also more elaborate systems that monitor the entire marketing process such as MRM and ERM. The Gleansight Marketing Automation Benchmark Report by marketing research company and consultancy Gleanster attempts to fill in some holes in the general knowledge about marketing automation.

Many companies are still hesistant to implement a Marketing Automation solution. Yet Marketing Automation solutions have been proven to deliver results, such as reduced marketing costs, better measurement, and increased revenue. The report, based on a survey among over 300 marketing professionals, is a good starting point to get some basic understanding of what Marketing Automation does and does not do, and which functions it encompasses. It also includes a lengthy analysis of software vendors in the market. Below is a summary of the whitepaper, with some highlights. Read More…

The Core Components of Effective Marketing Operations

Managing marketing operations is now an essential core competency for larger business enterprises. Today’s marketing environment is more complex than ever, and marketers remain under constant pressure to achieve more results with the same or fewer resources. After focusing initially on improving the effectiveness of individual campaigns and programs, marketing leaders are now turning their attention to increasing the efficiency and productivity of marketing operations.

Marketing operations can be defined as the activities and processes that are required to perform the marketing function and manage the marketing organization effectively and efficiently. The growing importance of marketing operations is evidenced by the fact that many companies now have marketing executives and managers who are dedicated to marketing operations management. Recent research by IDC revealed that the marketing operations role represents about 6% of the total marketing staff, and it is the fourth largest job ‘category’ for a large marketing department. Read More…

Digital Shift Posing Problems to Marketers

Many major companies believe their digital marketing schemes are still ‘exploratory’ or ‘random’, and few have engaged in-house experts to enhance their strategy, a study has revealed. The CMO Council, the trade body, and Acceleration, the consultancy, interviewed 200 senior executives. It discovered that a third of marketers described their digital portfolio as a ‘random collection’ of solutions.

A further 44% saw this activity as ‘exploratory’. However, only 32% are working with their IT colleagues to assess their future needs and requirements, and a modest 26% had built multi-disciplinary teams to do so.

Roger Menz, VP, global marketing, at Sony Music Entertainment, said:

While enthusiasm and excitement over new and shiny platforms is exceedingly high, the level of real understanding and expertise is just not fully developed. Read More…

Picking the Social Consumer’s Brain

We’ve analyzed the brain of the marketer before, concluding that marketing is both an art and a science. Creating great campaigns and ads requires the creativity and inventiveness that the right brain half harbors, while marketers also need the analytical skills that reside in the left brain for the operational and data side of marketing.

But what about the consumer? This infographic picks the brain of the social shopper – it identifies the six psychological principles that underlie online buying behaviour: social proof, authority, scarcity, like, consistency and reciprocity. Some of these principles apply to marketing in general, others are specific to the new, social, form of marketing. Click the image to explore the mind of the social consumer.

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Direct Marketing According to Direxxis

‘With business rolling down uncertain roads, it’s hard to find the right path to positive return on marketing investment. Add a few unexpected barriers, and the task becomes even more difficult.’ To help marketers stay in control of their marketing efforts, Direct Marketing software vendor Direxxis introduces their marketing solution dmEDGE. Direxxis provides off the shelf direct marketing solutions, designed to support the marketing process.

The system features different modules, including Marketing Asset Management, Relationship Management, Marketing Performance Management, which, according to Direxxis, help you ‘centralize your content data and business rules and enable you to accurately implement and track field marketing programs.’
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Four Parameters for Selecting Marketing Metrics that Matter

With the increased pressure on business leaders to be more personally accountable for the performance and conduct of their organizations, the emphasis on performance management has trickled down and across the organization, including marketing. Performance management focuses on optimizing individual or group performance in order to achieve the organization’s key initiatives and objectives. Performance management includes the metrics and the data, measurement, alignment and analytical processes, methodologies, capabilities and systems needed to manage the performance of an organization. A sound marketing performance management process is essential for enabling marketing professionals to demonstrate and communicate marketing’s impact on and contributions to the organization.

Marketing measurement provides the process for being able to measure marketing performance. When we wrote our second book, Measure What Matters: Reconnecting Marketing to Business Goals, we emphasized that just because we can measure something doesn’t mean that it matters. Since the book’s debut in 2004, the content that marketing can measure has only proliferated. Focusing on metrics that are easy may give Marketing interesting things to report, but may not help us demonstrate our value, foster better decisions or enable course corrections. The whole point of performance management, marketing accountability and marketing measurement is to help Marketing optimize performance and achieve meaningful business results. Read More…

How Mature is Your DAM System?

How capable are your digital asset management systems and processes? If you’re a senior marketing leader in a large enterprise, answering this question is essential to evaluating the productivity of your marketing efforts. It is not, however, an easy question to answer. What elements of the DAM system/process should be evaluated? What criteria should be used to measure the capability of each system component? What capability levels should be used?

The good news is that a new tool can help make this job a little easier. A few weeks ago, four DAM industry leaders published the DAM Maturity Model (DAM3), an analytical and benchmarking tool that is designed to help companies evaluate the capabilities and ‘maturity’ of their digital asset management systems and processes. The development of DAM3 was a collaborative effort of the DAM FoundationReal Story GroupOptimity Advisors, and Henry Stewart. DAM3 is based on the Enterprise Content Management Maturity Model that was first published about three years ago. Read More…

Tech Firms Target Marketing

Technology firms like Oracle, SAP and Adobe are seeking to enhance their presence in the social media and digital marketing sectors, indicating the growing integration between these fields. Oracle, the IT hardware and enterprise software giant, is currently in the process of buying Vitrue, a provider of cloud-based marketing tools for centrally planning and running campaigns of any size and scale on sites like Facebook, Twitter and YouTube.

Vitrue manages more than 1.3bn social interactions for over 500 brands, with customers including AT&T, the telco, McDonald’s, the fast food chain, Procter & Gamble, the FMCG group, and BBDO, the agency. Thomas Kurian, EVP, Oracle Development, said:

The proliferation of social media and an increased demand by consumers to engage with brands across multiple social channels is driving chief marketing officers to look for an integrated social marketing platform. Read More…