Tag Archives: Effectiveness

Leaner, faster and better marketing

Dr. Robert Shaw is a renowned businesswriter on marketing. He also is a consultant on the field of marketing, particularly Marketing performance measurement and management and Database marketing.

In his work two key elements come forward.

  1. Marketing automation: the idea that the marketing function should embrace IT to improve its efficiency and effectiveness. Shaw has tracked the uses and abuses of IT in marketing for over 20 years and defined best practice in this field.
  2. Marketing performance measurement and management. Shaw identified the need for marketing to become more measurable and accountable and his researches continue to define best practice in this field.

In this ten minute interview, conducted by Mayer Becker, Shaw sheds his light on ‘Leaner, faster and better marketing’.

Common flavors and snake oil

Ross Graber serves as Research Director for the Marketing Operations Strategies service at SiriusDecisions. He brings over 15 years of marketing experience with focus spanning marketing measurement, demonstrating ROI, data management, process development, marketing technology, customer marketing and sales enablement. He sheds his light on measurement tools. “The web is littered with people who know best for you and your organisation. They think they know what your marketing measurement needs to be like and look like.”

But don’t be fooled, Graber says. “There’s way too much bad advice being dispensed from sources that you’d expect to be credible. Whether this advice is well intentioned or simply snake oil, b-to-b marketers need to be able to spot bad measurement advice and reject it.”

In his article Marketing Measurement Snake Oil he explains three key points which any marketer should consider when shopping for tools to measure your marketing.



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Agile Marketing?

Chief marketing officers and other senior marketing leaders now recognize that agility has become a critical attribute of successful marketing. The interests, values, and preferences of today’s buyers change rapidly, and marketers must be ready to respond effectively to a competitive environment that is always evolving.

The growing need for more adaptable and responsive marketing has given birth to a new marketing discipline that’s known appropriately as agile marketing . Agile marketing is derived from the discipline of agile software development. It is based on several principles, but the primary focus is on rapid prototyping, small-scale experimentation, and breaking marketing activities into small tasks that can be completed in a relatively short period of time (a week or a few weeks in most cases). The ultimate objective of agile marketing is to make marketing more responsive to a rapidly changing customer and competitive landscape.

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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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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


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


Clients Choose Creative over Cheap

Clients are taking a closer look at their agencies, and their reviews are not motivated by cost considerations, but instead by business performance issues. And to pass the test, agencies need to demonstrate creative and strategic aptitude, according to Avidan Strategies survey results revealed in a recent Forbes article. Indeed, clients are most often looking at the quality of creative ideas and strategy (90% of respondents) when evaluating agencies. This is consistent with CMO Council survey results from January, in which multinational marketers were most likely to say they look at strategic contributions when reviewing or evaluating agencies.

That study, though, found creative excellence to rank further down the list of attributes, behind agency efficiency and effectiveness. Among the Avidan survey respondents, three-quarters believe that understanding the client’s business is critical, with fewer looking at integration and coordination (56%) and implementation and follow-through (48%). Read More…

CIMA Conference: How Profitable is Your Marketing?

On November 14, the Chartered Institute of Marketing (CIMA) will host a conference on profitable marketing in London. This one day conference is aimed at finance and marketing professionals and will ‘evaluate the market, look at how to save money and improve results as well as lay a foundation for future growth.’ The conference focuses on questions and issues on the most efficient way of distributing the marketing budget and tackling issues concerning marketing accountability.

From the program:

Who will benefit

This event is suitable for chief executives, senior finance managers and marketing professionals in either a client company or agency who may be facing issues or concerns such as:

  • setting and distributing the marketing budget
  • doubts and uncertainties about marketing’s contribution
  • pressures to cut back marketing in the least damaging way Read More…

How to Shorten Marketing Cycle Times

Marketing leaders in large organizations are facing an array of formidable challenges. One of the most difficult is the need to develop and execute relevant, customized, multi-channel marketing programs on an accelerated basis. The reality is, marketing today needs to move at Internet (or even Twitter) speed.

To keep up with today’s rapidly changing marketing environment, one key is to reduce the cycle time required to create and deliver marketing programs. Short cycle times enable marketers to be more responsive to competitive conditions and deliver fresh marketing content on a frequent basis. Short cycle times also indicate that a company is using streamlined and automated marketing processes, which usually means greater marketing efficiency and effectiveness. Read More…