Liz Schaefer

Business is transforming at the intersection of marketing and technology, and you can be sure that when technology, media and creativity are merging that Liz Schaefer, Vya's Director of Client Engagement, will be in the middle of it! In this blog, Liz will discuss the opportunities and challenges technology presents to today’s marketer.
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Recent Posts

Solving local marketing challenges may be easier than you think

Apr 16, 2015

 Marketing resource management (MRM) isn’t exactly a topic of most business conversations. In fact, most people don’t even know the solution exists or understand how it can solve marketing challenges and help them reach business goals.

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Tags: MRM, localized marketing, marketing resource management, co-op funds, MDF funds, print, local marketing challenges,, systems

Boost Sales with Strong Relationships in Local Markets

Mar 05, 2015

Four tips to become your distributor’s brand of choice

Your brand and products have strong and compelling positioning, points of differentiation and benefits. How can you be sure local customers are getting that message? When you work through third party channels, such as local sales agents and distributors, it can be a challenge to ensure your end customers are receiving your message. Establishing strong relationships with your local partners can go a long way in making you their brand of choice.

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Tags: third-party sales

Marketing Technology Deployment: Five Keys to Success

Dec 18, 2014

That first step – it can make or break you. In sports, that first step can launch you into the lead of the race, or help you beat your defender down the field. A good first step often puts you in position for success. It’s no different in business, especially when it comes to technology.

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Tags: Blog, MRM, marketing technology, marketing resource management, marketing operations, Gleanster, implementation, deployment

Bottom-Up Communication Helps Corporate Learn from Distributed Local Sales Force

Nov 19, 2014

Communication, communication, communication. Great business strategies rely on it. Effective sales relationships bank on it. And in a distributed environment, successful marketing plans depend on it.

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Tags: Blog, marketing technology, distributed sales channels, local marketing, sales and marketing alignment

“Moments Matter” in Delivering a Seamless Brand Experience

Oct 28, 2014

“Moments matter,” said Kyle Lacy, an author and thought leader on digital marketing trends, at the recent Connections 2014 Conference in Indianapolis. “Every touch point and every connection is an opportunity to deliver a seamless brand experience to delight your customers.”

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Tags: Blog, brand consistency, marketing technology, localized marketing, local marketing, marketing channels

Why Companies Should Engage Employees in Social Media

Jun 23, 2014

The value of social media use in the workplace has become an important discussion among companies. No one will question the rapid growth of social media and its impact on a company, but many organizations struggle with allowing employees to engage in social media while also protecting against potential risks to corporate reputation.

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Tags: Blog, risk, facebook, Twitter, marketing, communication, social media, content, companies, employee advocacy, workplace

Why Social Media Skills Are Not Optional

Oct 23, 2013

It’s an inevitable point in the life cycle of every great advancement or leap forward: that moment when the exceptional becomes the norm. It happened with phones, televisions, automobiles – things that were revolutionary concepts when they first arrived, but eventually nearly everyone had one, and suddenly owning such items isn’t viewed as remarkable, rather as necessary.

The same holds true for business skills, and that was the focus of a book I recently read by Jay Baer called “Youtility.” New technology has always demanded new skills, but as we’ve seen time and time again, as the technology becomes more prevalent and “the norm,” so too do the skills required to operate it, and that has an impact on how businesses should look for and asses new talent.

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Tags: Blog, digital marketing, facebook, Twitter, sales, LinkedIn, marketing, human resources, customer service, social media, Retail

The Mobile Marketing Mandate

Aug 13, 2013

Companies don’t have a choice anymore. Responsive web design and optimization for mobile are mandatory components of a successful and sustainable marketing strategy. Many companies understand that this is the direction Internet marketing is going, but some recent statistics suggest that companies should be acting with a little more urgency when it comes to mobile optimization than they have been. Of the 5 hours a day people are spending engaged on digital media, they spend 2 hours and 19 minutes online and 2 hours and 21 minutes on a mobile device.

The 5 hours (and 16 minutes, to be specific) devoted to digital media is 45 minutes more than people spend on the next most popular media format (television, at 4:31). Radio is a distant third at 1:26 and people only spend a measly 32 minutes a day on offline print.

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Tags: Blog, mobile marketing, tablets, desktop, smartphones, SEO, advertising, media, television, PCs, print, digital

How to Localize Social Media Marketing

Jul 23, 2013

We’ve spent a lot of time on this blog discussing the challenges and benefits of localizing your marketing strategy across both traditional and digital marketing channels, and you’d be hard-pressed to find a marketer that doesn’t see the value in the practice. But there’s one marketing channel where questions about localization remain and answers are hard to come by: social media.

When I was at the Integrated Marketing Week Conference in June, this was a continuing theme and topic of conversation, whether it came up in presentations, questions to speakers or simply conversations among attendees, so it’s clearly an issue of great consternation in the marketing community. That being said, let’s take a look at some possible strategies that can help businesses overcome the challenges of social media localization.

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Tags: branding, Blog, facebook, Twitter, engagement, LinkedIn, messaging, marketing, social media, localized marketing, local marketing, segmentation, SMB, integrated marketing week conference, content, strategy

A Look into Seth Godin’s ‘Connection Economy’

Jul 16, 2013

We are in an age of "permission marketing." This was the topic I had the pleasure to hear Seth Godin speak about at the Integrated Marketing Week Conference last month. One of his main points: All media is optional. If people don’t want to talk to you or listen to you, they don't have to. We're past the time when marketers can just cram messages down people's throats. Everyone skips the commercials on DVR. In the subject line of an email, you essentially are asking them to open your email. In the opt-in form on your website, you have to ask them to sign up for your newsletter. You can’t just say attack the audience with your product; you have to build a connection first.

The Connection Economy
This significantly reduces the value of the mass market, according to Godin. The real value for your marketing dollar is on the edges – the places where specialized info will be most valued. The edge is more receptive to specific messaging. Think politics and religion if you want more vivid examples – the edge craves content on their subject and consumes it at much deeper and higher rates because there’s more passion there. That's where you’re making your connection, and that’s what drives Godin’s notion that we are living in a "Connection Economy."

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Tags: branding, Blog, content strategy, messaging, B2B, content marketing, marketing technology, marketing resource management, connection economy, seth godin

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