It’s Time for Software and the Service

Mar 17, 2014

In the past, companies bought, built and maintained IT infrastructures on their own. When Software as a Service (SaaS) came along, it was widely embraced by businesses. Why wouldn’t it be? SaaS allows customers to access technology solutions without even owning the infrastructure itself.

As businesses grow in a predominately digital marketplace, some can’t keep up with rapidly changing technology. This is especially true for marketing departments. They don’t have enough time or in some cases the right staff required to be kept-up-to-date and implement new solutions that can drive revenue and expand their customer base.

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Tags: Blog, IT, marketing, technology, solutions, alternative, developer, on demand, future, business, support, marketplace, software as a service, customer, business model, marketing as a service, digital

August 2013 Monthly Marketing News Snapshot

Aug 29, 2013

Stay better informed as a marketing professional with this monthly series highlighting the latest developments in all things marketing. Get caught up with the August Marketing News Snapshot.

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Tags: Blog, marketing news, CMO, Twitter, IT, LinkedIn, advertising, email marketing, social media, August, CIO, video, Gmail

Integrating Big Data into Your Marketing Strategy

Aug 15, 2013

As we’ve discussed on this blog before, technological changes and economic variables are putting more and more pressure on marketing teams and businesses in general to justify strategies and quantify results with data. The problem with data is that data, in its simplest, just-collected form, is completely raw. Knowing that 10 of your leads this month came from Ohio doesn’t really tell anyone anything about how well you did or how you should run your business going forward. Is that number high or low when compared with how you’ve done in that state in the past? How does it compare to other states? The point is data needs a context before it can have meaning and be useful.

Here’s the problem with everything I just said, though: The person who manages the data collection often isn’t the person who is best qualified to place the data in a useful context. There’s a data integration process – from collection, to management and filtration, to analysis, to action – that relies on technology and systems, and someone has to maintain those systems (usually IT). But, IT isn’t the department actually needing/using the data (that would be marketing and/or sales). At some point, the data baton needs to be handed off, and figuring out how to do that is the real challenge for businesses.

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Tags: Blog, big data, sales, IT, integration, technology, MRM, marketing strategy, marketing resource management, marketing plan, CRM

The Chief Digital Officer: Marketing Leadership for a New Age?

Feb 21, 2013

Part of any marketer’s role (and any executive’s role, really) is to identify emerging industry trends and separate those with real staying power from the mere flavors of the week. This is particularly difficult when it comes to tracking emerging digital resources. For example, while experience would suggest Twitter is the second-most utilized social networking tool, a new report states that Google+ has actually overtaken Twitter in percent of market-share and active users.

While social media is just one example, the point is that while these individual trends can be tough to predict, one thing is clear: digital marketing mediums are not just here to stay; they are ever-expanding. And their growing prevalence means new challenges that stretch well beyond the confines of the marketing department.

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Tags: Blog, digital marketing, CDO, IT, MRM, marketing technology, marketing resource management

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