Lessons in Meaningful Marketing from the ND CMO Summit

Apr 26, 2018

 

In marketing, there may be no better resource for keeping pace with change, innovation and best practices than our marketing peers. The insights of those who have “been there, done that,” provide valuable input for finetuning our own marketing strategies and tactics.

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Tags: executive leadership, CMO, marketing strategy

What Criteria Really Matter When Buying Marketing Software & Services?

Mar 29, 2018

In the current issue of Harvard Business Review, a team of experts from Bain & Company presents an analysis of B2B client data that offers insights into what matters most to B2B buyers of business products and services. A framework emerged from their research – a pyramid which organizes 40 fundamental “elements of value” within five categories. At the bottom of the pyramid is table stakes, followed by functional value, ease of doing business, individual value and inspirational value.

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Tags: technology, MRM, marketing technology, marketing resource management, martech

Bank Marketers: Charting a Path to Strategic Impact

Mar 01, 2018

In its 2018 Banking Outlook report, Deloitte’s Center for Financial Services talks about the multiple challenges banks face as they aim to transform into “more strategically focused, technologically modern and operationally agile institutions.” Among the challenges Deloitte identifies are: complex and diverging regulations, legacy systems, disruptive models and technologies, new competitors, and an often-restive customer base with ever-higher expectations.

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Tags: bank marketing, financial services, marketing strategy

How and Why Franchise Consumer Marketers Are Going Local

Jan 25, 2018

A shift is underway from national to local franchise marketing.Could there be a shake-up on the horizon regarding national advertising funds paid into by franchisees for the purpose of promoting franchise brand awareness at the national level? The answer may very well be “yes,” as new research indicates franchisors are shifting from an over-investment in national-level marketing to locally targeted campaigns, in order to tap into the local movement that consumers are increasingly embracing.

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Tags: local marketing budgets, franchise, franchise local marketing

Sizing Up: Key Considerations for Large Format Printing Success

Dec 21, 2017

The number of innovative ways to use large format printing continues to multiply, making it one of the hottest areas in marketing. According to a report in Printing Impressions, the wide-format market is growing at a rate of 10% to 12% annually.

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Tags: print, print tips, large format printing

Marketing Resource Management Software Reviews, Vendor Landscape and Other Tools for the MRM Buyer

Nov 27, 2017

Today’s marketers must manage an ever-increasing number of digital channels and platforms for engaging the modern customer. This is leading many marketers to consider marketing resource management (MRM) to help them work smarter and more efficiently.

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Tags: MRM, marketing technology, marketing resource management, marketing technology vendors, marketing resource management ROI, MRM ROI, MRM benefits

Brandemonium Breaks Out in Cincinnati

Oct 25, 2017

Cincinnati, the “brand capital of the world,” recently served as the backdrop for Brandemonium, a week-long, experiential, brand-focused conference and festival. Vya was fortunate to have a front row seat to this first-ever international brand event, which took place right here in our own back yard.

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Tags: branding, brand consistency, marketing technology, marketing productivity, brand experience, marketing staff

Rebalancing Act: Shifting Staff Focus from Martech Back to Marketing

Sep 28, 2017

How would you characterize the strength and effectiveness of your marketing organization? Do you have the right talent, martech tools and focused strategy required to compete at the level necessary to grow within your industry?

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Tags: human resources, marketing technology, marketing as a service, marketing staff, martech, MaaS

How Marketing as a Service Works for Lean Marketing Teams

Aug 31, 2017

Technology’s role in transforming marketing cannot be understated. Digital channels, automation and a multitude of platforms have helped expand the marketer’s role, requiring expanded skillsets and increased IT investments for successful execution of marketing plans. Yet most marketing teams remain understaffed and overburdened. It is in this environment that marketing as a service (MaaS) has emerged.

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Tags: human resources, MRM, marketing technology, marketing resource management, marketing as a service

Delivering Results: Why Marketers Are Coming Back to Direct Mail

Jul 20, 2017

A client recently asked me, “Why should I consider including direct mail in my marketing mix? And if I were to use direct mail, how would I track it in a meaningful way?”

You may have asked yourself these very same questions. With the shift to less expensive, metric-rich digital channels, many marketers abandoned mail as a way to reach customers and track engagement.

But marketers are always looking for the most effective ways to break through to media overloaded consumers, which is leading a growing number to revisit direct mail, particularly as part of a multichannel marketing strategy.

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Tags: direct mail, multichannel marketing, email marketing, direct mail marketing, marketing resource management, local marketing, multi-channel marketing

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