Archive | February, 2013

How to make marketing operations excellent


Operational Marketing Excellence doesn’t come easily; it takes time and demands that you change stubborn habits, overcome emotional barriers, and mend broken processes. Software-vendor Aprimo has some top tips.

 

Do you rely on hearsay?

Do you rely on hearsay when it comes to your marketingcampaigns? No you say? Feedback on your marketingcampaigns, showing results and measuring effectiveness. It sounds like every marketer would own one or more processes to do so, but do they?

Most senior marketers say they either have a formalized process or are using one when the situation calls for it. “But when it comes to the types of local market data used to impact campaign performance, those same marketers appear to be too reliant on ‘hearsay data’,” the CMO Council states in a new study.

Marketers are twice as likely to gather insights from field and business development teams as they are to examine online voice of customer listening and analysis (57% vs. 29%).

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Taking the Pain Out of Review and Approval

Last fall, we announced the release of Teamwork 1.1, the latest version of ADAM’s cross-media annotation, proofing, and approval studio tool. Teamwork is specifically designed to work with all types of rich-media files, including text, images, audio, and video. Therefore, Teamwork provides much-needed support for enterprise marketers who are increasingly required to develop and execute multi-channel, cross-media marketing campaigns and programs.

In many large companies, particularly global enterprises, review and approval processes have become more complex and time consuming. The proliferation of marketing channels and media formats, the growing need to “localize” marketing messages and materials, and the increased use of “content marketing” have caused the volume of content that must be reviewed to grow exponentially.

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Take the stairs!

“Take the stairs instead of the escalator or elevator and feel better”, is one of the favorite quotes of healthguru’s. But we don’t like it and few people actually follow that advice. The Fun Theory by Volkswagen has the solution. Make it fun, and change is around the corner

 

How to build an efficient marketing supply chain?

Efficient marketing supply chain management will deliver significant financial results, as well improving collaboration amongst the marketing department, its internal customers and the suppliers of marketing services.

If you want to know more, watch this video.

DMM and MAM – Only for the big guys?

An all too common misperception is that marketing asset management (MAM) and distributed marketing management (DMM) platform technology is only for the “big guys,” the large companies with huge budgets, but it’s not. It’s a statement Saepio makes in their white paper ‘Only for the big guys?’.

Understandably, solution providers (Saepio included) often emphasis their power brand clients in webinars, case studies and sales presentations.  But if your company doesn’t fit the “big guys” definition, don’t overlook the benefits DMM can deliver for you.  In fact, if Small and Medium Business (SMB) describes you, you may derive more value from a DMM solution than the big guys do.
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Proving the Value of Multilingual Communications

In an earlier post, I discussed why providing multilingual marketing content is critical for global enterprises. That post also described some of the major operational challenges associated with multilingual marketing, and it explained how the right technology tools will make multilingual marketing more efficient.

Even with capable technologies, however, multilingual marketing can still require a significant investment, and some business leaders may wonder multilingual communications actually improve business performance. A new study by Common Sense Advisory contains interesting insights on why global enterprises use multilingual content, and it provides compelling evidence that multilingual communications drive increased revenues and profits.

Translation at Fortune 500 Companies is based on an analysis of financial data of companies making the Fortune 500 list, a survey of executives at 49 of those companies, and detailed interviews with 10 companies. While this research obviously focused on very large global enterprises, I suggest that the results are also applicable to companies that aren’t quite large enough to make the Fortune 500 list.

Read this column also on the site of Adam Software

 

‘Kick them out…’

Marketers need to create engaging, fun videos as part of their marketing efforts, experts say. But do you need expensive equipment, professional cameramen and editors? No, Dmitri Dragilev says. Keep it simple is his message.

But how, do you ask?

Well this is how.  ”Go take over the meeting that’s going on in your conference room, kick them out and tell them it’s time to do something productive: make a video and market some products”, he says. And this is how…

 

How do you achieve strategic and operational alignment in marketing?

Between 20% to 40% of the things done in marketing don’t serve any strategic value. Find out how to overcome this problem so that everyone is clear about what they need to be doing and why.

This video tells you more about it.

Western Europe leads the way in adopting new media

Western European nations are leading the way in the adoption of new media technology, according to a new study by ZenithOptimedia. In its New Media Forecasts report, ZenithOptimedia found that the leading country in 2012 terms of new media adoption was Norway, with an average penetration rate of 38.8% across three key digital technologies – smartphones, tablets and IPTV.

It was followed by France on 35.7%, the Netherlands on 35.1%, Sweden on 31.3% and Denmark on 31.2%. However, balance will shift a little towards 2015. ZenithOptimedia expects the Netherlands to be on top in 2015 with a penetration of 65.1%, followed by France 60.8% and Ireland 50.2%.

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