Marketing Governance

In times of crisis more then one company ceases the moment to reorganize. Sometimes because business goes bad and they just have to, sometimes because the market demands it, sometimes because management sees a good excuse to lose some weight. Most of the time it results in downsizing the workforce, but is that really necessary. Isn’t it better to improve efficiency so your people do more with the same energy, and thus results go up?

In this infographic Jive shows you what  an reorganisation costs.

In today’s market marketing teams are under more and more pressure to perform and get results. ROI is a magic word in marketing now-a-days, while budgets and resources are under pressure as well. In the meantime customers are holding back and getting less and less faithfull to just one brand. So, pressure is on for the marketing department, because you can only do so much to get better results.

There are several trends today which cause this higher pressure, says a paper by SAS.

• Consumers are more empowered then ever
• Data volumes are exploding
• New contact channels add complexity and dissonance
• You don’t control all the channels
• There’s more opportunity for confusion and noise
• Marketing organizations are drowning in data

How can marketers keep their head up in all this turmoil? How can they identify the best strategy that will deliver the best returns on from marketing investments?

Wilson Raj, Global Customer Intelligence Director at SAS shed his light on how to improve ROI on your marketing investments during a webinar sponsored by the Direct Marketing Association and SAS.  Optimization is the keyword, he says.

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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.

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.

Are you easily stressed? No? Theres nothing that makes you sweat? Nivea decides to try some crazy advertising for their products, would you keep your cool?

Elements of user interface that you control are vital to the success of your marketing platform adoption & ROI.  You are developing the materials in order to be a simple, effective shortcut for your marketers while you provide them a healthy freedom within a framework.  Your goal is to make available a path to success in record time.  Saving your participants time will save your budget.  Making the items easy to navigate and locate will be one of the top contributers to user adoption success.

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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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Take the stairs instead of the escalator or elevator and feel better”, is one of the favorite quotes of healthgurus. But we dont 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

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. Read More