Buying a franchise can be a life-changing decision. So, it’s not surprising that prospective franchisees look at a variety of criteria when evaluating their potential investment in a franchise business. As franchise marketing leader and Social Geek podcast host Jack Monson explains, “They are not just buying a job – they are buying their future.”
My colleague Martha France recently wrote about how marketing organizations are being asked to do more than ever to contribute to operational effectiveness company-wide. This expanded role requires investments in talent and advanced, often complex, software systems. Choosing the right marketing technology for your organization is essential, but it’s only part of the equation. How you staff, configure and manage these systems correlates directly with the value your organization derives from the technology, which ultimately impacts competitive advantage and the return on your investment.
Tags: manufacturing marketing, marketing ROI, marketing budget, MRM, marketing technology, Insurance Marketing, marketing resource management, marketing operations, risk management, marketing resource management investment, financial services marketing, Competitive advantage, marketing staff, marketing technology buyers' resources, franchise marketing
For marketers, a primary goal is to maximize marketing ROI by ensuring marketing spend produces the best results. This means sending campaigns to the right people, at the right time, with the right message. But how can you know what’s right?
Marketing collateral materials are an important prospect touchpoint: In a matter of seconds, they create a brand impression, convey your product or service’s unique value proposition, and ideally capture the prospect’s interest. Marketers invest a significant amount of resources in developing marketing materials. However, all too often these materials go under-utilized or unused by Sales, and tons of outdated printed pieces end up being thrown out.
Tags: marketing ROI, print on demand, marketing resource management, marketing asset management, marketing systems, marketing resource management ROI, sales support, sales and marketing alignment, print management, marketing hub
In parts one and two of this three-part series, we discussed key digital marketing trends that need to be on your marketing radar for 2013. If you’ve decided it’s time for a digital marketing makeover, implementing your marketing technology solution is just the first step. With increasing scrutiny of marketing ROI by Senior Leadership, once your digital programs are rolling, you’ll need to be prepared to refocus your marketing efforts around driving digital value. Here’s how.
Jan 08, 2013
Marketers have many new technologies at their disposal that increase efficiency, agility and productivity, including marketing resource management
systems, but building the business case for investing in these resources can be difficult. When evaluating any new tool, marketers and business leaders need to look at ROI, but they should also consider the cost of inaction (COI), as reported recently by B2C. Measuring the cost of inaction involves quantifying the opportunity costs of continuing in the status quo, as well as engaging with internal stakeholders to gather the information you will need to create urgency for the proposed change. Here are three steps for making the case for change – and succeeding.
Nov 06, 2012
A recent study sponsored by the Columbia Business School and the New York American Marketing Association reports that 70% of marketers surveyed* say that marketing efforts are under greater scrutiny than ever before, and many marketers still don’t have a consistent understanding of what marketing ROI is: When asked to define what “marketing ROI” meant for their own organization, 37% of respondents did not mention financial effects.
Oct 11, 2012
Generating financial value through marketing investment is a topic we’re passionate about at DocuStar, and we’re looking forward to hearing Cincinnati Bell’s CEO, Jack Cassidy, deliver his upcoming Return on Innovation keynote at the 2012 Cincinnati Innovation Summit.