Archive | April, 2013

The worst critics…

Women are their own worst critics, says Dove Real Beauty. In this experiment  they are asked to describe themself . Other women describe them as well. Conclusion: what you think of yourself is not always the right thing. People are bad in marketing themselves. What lesson can be learned for marketing?

 

The top 3 objectives of a CMO

Unlike many C-level executives, Chief Marketing Officers (CMOs) are without commonly accepted strategies and routine performance measures. This may be in part why CMO’s so often don’t get a seat at the executive table and incur such high churn. So what’s a CMO to do? In this http://www.crmsearch.com video blog post, Chuck Schaeffer shares three most important stakeholders and strategies for CMOs to deliver the greatest contribution to the company, and their own careers.

 

Big Data: Who owns customer and budget?

Though frequently at odds, marketing and IT executives agree that harnessing Big Data is imperative to building a customer-centric corporate culture, according to a study by the CMO Council, in partnership with SAS.

They also agree that a lack of CMO/CIO alignment, rigid silos, unclear responsibilities, and a lack of leadership impede an organization from using Big Data to its full potential, the survey of CMOs and CIOs found.

Big Data is important to achieving a customer-centric culture, according to the study:

  • 40% of marketers and 51% of IT executives said it’s critical for improved decision making.
  • 36% of marketers and 23% of IT execs said data drives the ability to personalize customer experiences.

Below, additional findings from the CMO Council study, titled Big Data’s Biggest Role, Aligning the CMO & CIO.

Access to in-depth data, and the ability to translate it into insights, is a competitive advantage according to 70% of marketers: 30% say it is critical, and 40% say it is part of the overall picture.

However, most respondents view the flood of incoming data as part obstacle and part opportunity: 61% of CMOs and 60% of CIOs say so, admitting they have a long way to go still in using Big Data properly.

The main challenge, according to 52% of marketers (and 45% of IT professionals), is that functional silos block aggregation of data from across the organization, making it difficult to truly achieve customer-centricity:

Moreover, 39% of CMOs say the corporate culture is not aligned around the needs of customers.

A likely explanation for the lack of total customer focus is that no clear ownership of the customer exists. Among marketing executives, 18% say that ownership rests with the CEO, 17% say the CMO, and 19% say sales. IT professionals assign ownership to the CEO (20%), CMO (19%), and sales (17%).

Organizations that report they have achieved total partnership between CMO and CIO also have clearer ownership of the customer.

In such organizations, marketers (24%) and IT professionals (30%) say the CEO owns the customer. Furthermore, marketers and IT executives in “total partnership” organizations are highly satisfied with their company’s ability to engage the customer (42% of marketers, 31% of IT execs).

Read more: http://www.marketingprofs.com/charts/2013/10574/marketing-and-it-big-data-an-obstacle-an-opportunity-and-key-to-customer-centricity#ixzz2RHLYXuwe

 

How Marketing Can Reclaim the Strategic High Ground

Late last year, Marketing Week published a thought-provoking article titled “Death of the CMO?” The article highlighted the views of Dominique Turpin, Nestle professor and president of the International Institute of Management Development in Lausanne, Switzerland.

Professor Turpin says that the chief marketing officer position is no longer tenable because most CMOs are simply executing a communications strategy. As Turpin put it, “The chief executive sets the overall strategy, the research and development and innovation teams design the product, and the chief financial officer determines pricing and departmental budgets.” Professor Turpin argues that the CMO should be replaced by a “chief customer officer” whose primary role would be to listen and communicate the views of customers across the company.

Whether or not you agree with Professor Turpin, it seems clear that many CMOs have a significant credibility problem in the C-suite. In a study by The Fournaise Marketing Group , 80% of CEOs said they don’t really trust marketers, and 64% said they have taken away product and pricing powers from CMOs because those functions are too important for business success to let marketers control them.

Read More…

It’s not what you say, but where you say it

Okay, we marketers are always busy with delivering our message, aren’t we? Always thinking about what we should say and where we should say it. But do you think you’re doing it the right way? Is your message coming through right? Watch what happens when you think out of the box, talking about the right resources at the right place…

Getting the Most from Your Marketing Dollars

You know you need to market your practice, but how effective are your current methods? Marketing metrics give us the best information about what’s working — and what is not — and will help you make better investment decisions. Learn how to measure the impact of your efforts and refine your approach in this webinar, “Marketing Metrics — Getting the Most from Your Marketing Dollars” with Cheryl Whitman, CEO of Beautiful Forever Consulting.

Cheryl Whitman is an internationally-recognized pioneer in medical spa and aesthetic medical business consulting. She is a published author, speaker, and cosmetic marketing specialist, and spearheads a successful team of aesthetic business consultants and business professionals as founder and CEO of Beautiful Forever. Don’t miss the opportunity to learn how you can get more out of your marketing dollars!

 

Learn from the experts how to manage your video

As video becomes a more and more important medium for corporate use, the question rises how to manage this. Video Media Asset Management (V-MAM) is one of the rising topics in the business. The thought is that solutions for corporate video production and management studio are expensive, too expensive for small businesses, but video experts at the upcoming DAM-event in New York by Henry Stewart (May 2nd and 3rd) will prove you wrong.

Theresa Regli, Principal & Managing Director, Real Story Group and Romney Whitehead, Digital Content Platform Manager, NET-A-PORTER Group will give  an overview of corporate (non-broadcaster) oriented video technology options.

After that a panel of video management experts who will discuss this challenge.

Topics include:

  • Exploring innovation and new uses for MAM in the ingest, editing, review and approval, archive and distribution phases
  • Getting renewed “buy-in” – from loggers, editors and producers (all of whom view MAM differently)
  • The importance of designating an in-house ‘MAM Czar / Media Manager’
  • MAM and DAM and convening sustainable collaboration

All panel speakers have years of experience within the field and are members of advanced video MAM user and/or consultation teams.

Moderator:

Jacki Guerra, VP, Media Asset Services, A&E Television Networks

Panelists:

  • Tab Butler, Director – Media Management & Post Production, MLB Network
  • Dave Lankford, Director of Product, Dr. Oz Digital
  • Cynthia Parrish, Product Manager, Harris Broadcast
  • Tracey Shaw, VP, TV and Network Operations, WWE, Inc

For a detailed conference agenda please click here

 

 

 

Annual Marketing Performance Management Survey by VisionEdge

Ever since 2001 VisionEdge Marketing is conducting a Marketing Performance Management survey to better understand how marketers are using marketing data, metrics, and analytics to inform marketing decisions, predict buyer behavior, improve marketing performance, and forecast trends. The new 2013 issue of the survey is online now.

Survey participants have found the results to be an excellent benchmarking tool. It  provides insight into how marketers use data, metrics, and analytics to inform marketing decisions, improve marketing performance, and report on their contribution, impact and value.  This year’s survey is particularly focused on marketing dashboards, data, and analytics- important capabilities for today’s marketing professionals.

In appreciation for completing the survey, participants will receive:

  • An executive summary of the survey results (note: ITSMA members who complete the survey will receive the full report)
  • The opportunity to request a copy of the Forrester report resulting from this survey. (note: All Forrester clients will be able to access the report from Forrester.com using your normal subscription login.)
  • A chance to win a Kindle Fire (the first 500 survey respondents will be entered into a drawing)

All responses will be kept strictly confidential and reported only in the aggregate. The survey closes at April 30, 2013. If you leave the survey and re-enter, you will be returned to the place where you left off.

The survey can be found here: https://www.surveymonkey.com/s/MPM_Survey_VEM.

 

 

 

The People You Need for a Successful DAM Initiative

In my last post, I reviewed David Diamond’s new book, DAM Survival Guide . A major strength of this book is that Diamond emphasizes the critical importance of the non-technological aspects of a DAM initiative. In his view, a successful DAM project requires a combination of people with the right knowledge and skills, well-designed business processes, well-conceived business policies, and finally, the right technology tools.

On the people side, Mr. Diamond identifies six positions or roles that are essential for a successful DAM project.

Read More…

Be carefull what you wish for…

Mercedes is brand that shines luxury and German quality. Don’t we all wanna drive one?  We all know their commercials, that say we have to, but…

Be carefull what you wish for…