Marketing Governance

Van Gennep Media Automation Consulting BV. Van Gennep is a specialist in editorial management and publishing workflows and produces one of Europe’s leading workflow automation solutions for publishing firms.

Shortly after the acquisition, Van Gennep announced the release of PublishingNOW!, a complete end-to-end publishing platform based on ADAM Software’s digital asset management solution. The integration of digital asset management and workflow automation provides several significant benefits for publishers.

• The efficient use and reuse of centrally stored digital assets
• A centralized workflow for all stakeholders in the publishing cycle
• Controlled and automated editorial workflow processes
• Reduced publishing cycles
• Enhanced support for true multi-channel publishing

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Brand owners like Kimberly-Clark, Unilever and Procter & Gamble are utilising a range of digital tools from eye tracking to virtual stores to enhance their understanding of consumers. Kimberly-Clark, a major player in the health and personal care sectors, deployed retina-tracking cameras when developing new packaging for Viva paper towels.

Its objective was to determine which of the potential designs most effectively attracted the attention of shoppers within the first ten seconds of looking at a shelf, and if this held true for different pack sizes. Steve Posavac, professor of marketing at Vanderbilt University, argued the reasons for this kind of strategy was obvious:

Theres often a big disconnect between what people want to do and what they say they want to do.

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Graham Hill from Lifeedited.com has minimalism down to an art. His motto is simple: cut out all the stuff you dont need. Starting with his own 420 sqare feet (40 m2) apartment, he managed to create a space that would make a living space for a work-at-home couple, allow them to host a sit-down dinner for ten, have two guests stay over, and have enough room to store Hills kitesurfing equipment. The intricate design uses every inch of the apartment. Almost everything has multiple functions even the toilet.

This is a great video demonstrating the power of creative and original thought. Here it applies to architecture, but theres no reason why it shouldnt work for business processes as well. Sometimes it can help to see things from a radically different perspective. Clear your mind and consider the problem afresh, and you may be surprised what you come up with.

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A lot of companies use email incorrectly; they send a single email to everyone. We like to be very focused and targeted in how we send emails so that theres a greater likelihood of emails being opened and people being converted into customers.

A slightly different vendor video from normal today. This is a case studyActOn Software. And it did the trick. Email marketing is about sending the right message to the right person at the right time. The ActOn solution allowed InsideSales to test different scenarios to optimize their marketing communications, doubling the number of leads.

Although the case study below focuses on the email functionality, ActOn also offers related analytical tools, such as landing page optimization and user statistics to judge the companys performance. And, perhaps best of all: the system was up and running within a week. Take a look to see if you think ActOn can support your marketing activities. .

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Leading Through Connections. This study was based on face-to-face conversations with more than 1,700 chief executive officers and public sector leaders based in 64 countries around the world. The objective of the study was to gauge the perspective of CEOs and public sector leaders on emerging trends and issues. IBM has conducted this study every two years since 2004.

In the 2012 study, CEOs identified technology as the most important external factor that will impact their organization over the next three to five years. Just as important, it appears that CEOs are changing their opinions about technology’s primary role in the organization. IBM says the view that technology is primarily a driver of efficiency is outdated and that CEOs now believe the most important role of technology is to enable collaboration and relationships – between an enterprise and its customers, business partners, and employees, and among those same stakeholders. Read More

On July 12th, 01:00 PM,  join us for a 30-minute webinar by Romek Jansen: Marketing Supply Chain Management: Ten Pitfalls to Avoid. Invest 30 minutes in this webinar and save yourself months of trouble and wasted budget. Make your Marketing Automation project a success. In this webinar, Romek Jansen has compressed ten years worth of implementing marketing automation technology and dozens of ‘lessons learnt slides’ into half an hour of valuable knowledge. See the 10 most common pitfalls and learn how to avoid them so you can jump start your project.

This is the last webinar in the ‘Get Inspired with Marketing Operational Excellence’ series, in which we 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. If youve missed a webinar in the series, they are Aprimo.

Click here to register for the Ten Pitfalls to Avoid webinar. . .

World Federation of Advertisers (WFA) has introduced a new tool that allows marketing organizations to benchmarks their marketing procurement services against some of the world’s biggest advertisers. The aim is to showcase the value that procurement brings to marketing organizations and provide companies with a way to assess their level of marketing procurement maturity while also identifying the areas for improvement. By focusing on the benefits of collaborating with marketing teams and agency partners, it aims to dispel some of the criticism that surrounds the role of the procurement.

Research carried out as part of the development of the new tool shows that many of the biggest global brands have very mature marketing sourcing functions that are well integrated with the management of marketing activities. The new service will require brands to complete an online survey that can be used to test both the sophistication of their procurement team as well as the organizational readiness of the whole company to embrace the potential improvement that such practices can provide. Read More

Marketo to see which data are relevant, and see how you can show that Marketing is vital to company revenue. .

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This is your world. And its part of a bigger world, made up of local worlds, like yours.

Software vendorSaepio is feeling global in its video! In the complex world of local marketing, with franchisees, dealers, and regional offices, there is a risk that the brand image becomes scattered or distorted. Can you make sure the brand message stays consistent across all marketing messages? Can you enable easy communication between all these different brand representatives ? How to allow for customization at a local level still within the brand guidelines? Saepio has thought about all these concerns and presents their Marketing Automation Management software solution Marketport. Having full control over the brand saves a lot of time and budget, resources that can be put towards promoting the brand, instead of managing it.

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41% disagreed with the statement that they trust most companies with their personal information online. The 12% point jump in mistrust from one quarter to the next could be a reflection of growing skepticism among consumers, but could also be due to changes in the wording of the statement respondents were asked to indicate their agreement with.

Recent research conducted by Future Foundation and published by the UK-based Direct Marketing Association (DMA) indicates that it’s not just American consumers who demonstrate an unease with sharing personal information online. In fact, according to the DMA UK study, the proportion of privacy fundamentalists (who resist exchanging their details regardless of the benefits) has risen from 25% in 1997 to 31% this year. Read More