Marketing Governance

We wouldn’t be surprised if you said, „what brand vs. business metrics?!” Whats wrong with these people, brand and business work together, not as opposing forces. And you are correct; the brand represents the promise of your business. The challenge is the C-Suites perception that marketers whose key performance metrics are primarily brand-related such as measuring awareness, relevance, and interest, are not in touch with the business. Read More

ADAM Software have released a brand new whitepaper explaining how DAM will play an increasingly important role in Marketing Operations and how it can bring the CEO, CIO and CMO on the same level. From the report:

New technologies have created many new types of marketing and have increased the relative importance of marketing activities within (global) corporations. Marketing however has not been subject to the same levels of accountability found in other domains, such as Production. The easy ride for Marketing is now set to end Read More

More and more companies feel the pressure to do something with social media. But what? It should be clear by now that its not enough to create a Facebook page, launch a Twitter account, and write a few updates whenever you feel like it, hoping to accumulate followers as you go along. If used correctly, social media can benefit your brand. But for that you need to be able to measure the impact of your social media marketing efforts. Read More