Archive | August, 2012

IBM Presents the Think App

From the very beginning, people have tried to improve the world around them. Working at improvement may be a trial-and-error process, but it’s not random. There is a pattern to the way we improve our world: we see how our world behaves, map what we find, understand causes and effects, believe we can create new outcomes, and act to build and improve the systems around us.

Computing giant IBM has created the Think App for ‘kids, innovators, and forward thinkers’ that allows the user to explore how progress works. Through a series of interactive games, charts, maps and the like, IBM takes the user on a journey through the thought process and to inspire them to start seeing, mapping, understanding, believing, and acting themselves.
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Brand Asset Management According to Vyre

Digital Asset Management involves more than just storing images in a neatly organized library. When it comes to managing a brand’s logo and media, there are all kinds of legal and financial issues to take into account. What if the wrong rights for an image have been bought? What if it isn’t used according to the contract? Rights claims can be astronomical, but the negative publicity is free.

A Digital Asset Management or Brand Asset Management system, as software vendor Vyre calls it, helps marketers to use images in the right way. In the video below (opens in a new window), the Sales and Marketing director and the head of Professional Services from Vyre explain how a Brand Asset Management system can ensure media are always used as they should be.

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Shift Gear in Marketing

While customers are ready to interact, most marketing departments are not. They have not sufficiently adapted to the new reality and face the danger of becoming irrelevant.

The key to successful marketing, and customer engagement on a large scale, lies in Operational Excellence. No more  ad hoc activities, data silos and isolated images in local folders! In order to bring out the best in your marketing department, you need a solid base of technology, processes and analytics. You need to have a marketing operations platform and a marketing operations function to facilitate your most valuable asset; your customer.

A well functioning Marketing Operations can lead to 18% less waste of resources, and 11% more returns. This presentation by Romek Jansen from MRMLOGIQ explains how Marketing needs to shift gear.

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Building the Business Case for Marketing Technology

With the global economy still facing significant headwinds, most business leaders are remaining cautious and frugal. They are demanding that any investments they make produce a positive, measurable impact on the bottom line – and the faster the better. Marketing is not exempt from this caution and frugality. Marketing budgets are being scrutinized more closely, and marketers are facing growing pressures to improve the effectiveness and efficiency of the marketing function.

Many marketing leaders believe that the right technology tools will significantly boost marketing effectiveness and efficiency, and there is significant evidence to support this belief. However, investing in new marketing technologies is still a major decision for most enterprises. Marketing technology solutions do not usually require a huge financial investment for large enterprises, but the cost is high enough that most companies will not treat the investment as routine or trivial. Perhaps more important, the implementation of new marketing technologies may well involve business process changes that affect many stakeholders. For these reasons, marketers who plan to recommend such investments must be prepared to justify their recommendation. Read More…

The new Journal of Digital Media Management

Henry Stewart Publications has recently launched a new peer reviewed magazine on Digital Asset Management:  the Journal of Digital Media Management. The publication is aimed at everyone who is involved in the capture, storage and effective application of digital media assets.

The magazine, which appears four times a year, publishes in-depth articles, case studies and reviews. Topics range from lessons learned in DAM procurement, to the challenges of digital content work flow, and to monetizing digital assets in new and innovative ways. It aims to deliver authoritative, practical content to DAM professionals, that provides genuine thought-leadership on digital media management.
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How Big Is the Internet?

Question: what does the internet look like? Well, according to a Ruslan Enikeev it looks like a galaxy:

 

Enikeev’s Internet Map shows the size and connections between 350.000 sites, all over the world. Each circle represents one website. The size of the circle is determined by the amount of traffic the site gets. The space between the dots represents how often users jump from one site to another: the closer two circles are together, the more often they are visited after one another. You get a sense of which sites drive traffic: Google, Facebook and Twitter are giant planets, circled by tiny moons of referring sites.

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Case Study: Tangent Snowball for Carlsberg

‘Tangent Snowball have taken something that could have been really complicated and distilled it down into something that is actually quite simple.’

Software vendor Tangent Snowball has developed a B2B Marketing Automation solution for Carlsberg UK to improve relations with existing customers and to attract new customers for the brewer. Pub owners have access to a the ‘We Deliver More’ Marketing Automation platform, where they can order products, use email, web-to-print for marketing materials, and keep an events planner.

David Scott, Carlsberg’s customer marketing manager, praises the system’s customer friendliness, and says it allows the brewer to maintain a more personal way of communicating with their customers, while also allowing Carlsberg to ‘organize and structure’ the B2B communication process.
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Seven Ways Sales Development can Boost Revenue

Having a sales development function that is separate from sales, whose sole job in life is to take raw inquiries and qualify them before they are sent to sales, can yield some of the most successful lead generation/lead management programs, according to Marketo, provider of Revenue Performance Management (RPM) solutions. In their Definitive Guide to Sales Lead Qualification and Development, Marketo have collected seven ways in which Sales Development can enhance revenues:

  1. More consistent and better quality follow-up on leads = better conversion of leads into opportunities. Marketers live and die by whether their leads turn into opportunities. So when you have a qualified lead, you don’t want a sales rep to call once and leave a voicemail. You want someone whose dedicated job in life is to reach your leads, overcome objections, make sure they are a fit, and get them connected to sales teams.
  2. Faster lead response times = better conversion rates. When a lead submits an inquiry on your website, the faster the response the better. According to a Lead Response Management study, the magic number here is five minutes. A five-minute lead response means you’re four times more likely to qualify that lead than a 10 minute response, and a staggering 21 times more likely to convert than after 30-minute wait. SDRs can focus on this fast response time whereas it will never be a quota-carrying reps top priority to jump on an inbound lead. Read More…

All-in-One Solution or Platform. Which is Best for Your Business?

Marketers who are responsible for selecting enterprise-level marketing software technologies must consider many important issues as they move through the evaluation process. One issue that is likely to arise is whether to choose an ‘all-in-one’ solution from a single vendor, or to opt for a ‘software platform’ that contains components provided by multiple vendors. This is not a trivial issue because it can affect (a) how well the chosen solution will meet the enterprise’s current needs, and (b) whether the chosen solution has enough flexibility to meet the enterprise’s future needs.

Both types of solutions are readily available in the marketplace, and both have advantages and disadvantages. Read More…

Digital Strategy Most Popular Among B2B Marketers

The most popular marketing tactics used by B2B companies are digital, according to the Sagefrog Marketing Group. When asked which of 16 common marketing tactics they use, 94% of B2B marketers pointed to websites, followed by email (76%), social media (68%), and SEO (58%). More traditional tactics such as direct marketing (48%), tradeshows (46%), seminars (44%), and print ads (35%) appeared further down the list, though they are more popular than search engine marketing (30%), webinars (26%), and online ads (25%).

Digital channels are among the highest sales leads providers. Online marketing and email marketing were named as the top sales leads providers after referrals. The top-3 was followed by tradeshows and events, public relations and direct mail. The popularity of digital channels may also be explained because they provide the best Return on Investment (ROI): online marketing and email marketing are top of the list, according to the report, outranking more traditional, offline marketing strategies such as tradeshows and direct mail. Read More…