Engaging Employees as Brand Ambassadors

Apr 18, 2013

The proliferation of information has empowered consumers like never before. There are all kinds of third-party resources at their fingertips for them to get the skinny on brands, products and services, and more ways than ever before for them to share their own experiences and opinions about those same brands, products and services as well. The scary thing about this for marketers and CEOs isn’t that so much information as out there, it’s that this information is unregulated and unfiltered. They feel they’ve lost control of their message, and to a point, they have. But the real issue managers and leaders should be concerned with isn’t control- it’s communication.

Consumers no longer have to go on your word as a business, but that doesn’t render your word meaningless. According to the Edelman 2013 Trust Barometer, the way businesses need to communicate their message has changed greatly. Influence no longer takes place as a fixed monologue dictated by the few with goal of control. Instead, it’s flexible dialogue co-created by many that is all about empowerment.

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Tags: branding, trust, messaging, brand advocacy, employee engagement, MRM, marketing technology, marketing resource management

How to Make the Transition to Digital Marketing

Apr 16, 2013

Change can be scary, both in life and in business. To change often requires hard work and commitment, and most of the time the outcome or results of those efforts are uncertain. In business, technology is constantly driving change. While some industries are quick to embrace that change, others are slow to adapt.

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Tags: digital marketing, big data, manufacturing, direct mail, online marketing, brand management, traditional marketing, campaign management, financial services, insurance, MRM, social media, marketing technology, marketing resource management

5 Things That Erode Brand Value (And How to Stop Them)

Apr 11, 2013

Think like a human, not like a company

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Tags: branding, silos, messaging, organizational leadership, brand image, marketing, communication, customer relations, MRM, marketing technology, marketing resource management

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

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: digital marketing, CDO, MRM, marketing technology, marketing resource management

Creative Production Management 101

Feb 07, 2013

Whether it’s a one-page holiday card sent to 100 people or a comprehensive annual report distributed to thousands of company stakeholders, any creative project your business takes on has its challenges. If your designer goes through several rounds of revisions, not only can there be confusion as to which version is the most recent, but multiple documents can also eat up email or FTP storage space. Executives need to sign off on the creative, but don’t want to be overloaded with the minutiae of daily edits and emails. And every person involved has to adhere to a timeline so that the finished piece is in the hands of shareholders or customers when it needs to be.

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Tags: creative production management, CPM, marketing technology

Marketing Technology – When Should You Build or Buy?

Jan 29, 2013

With the proliferation of marketing technology comes the build or buy decision. Through our discussions with marketers, we often encounter departments that have built their own systems in-house, and these systems often mimic the functionality of marketing resource managment (MRM) systems. Many companies put these proprietary systems in place before the widespread availability of the numerous marketing technology solutions available today and are considering whether it’s time to buy a new solution from a third party vendor. Here are some thoughts to help guide your marketing technology decision journey.

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Tags: MRM, marketing technology, marketing resource management

How to Drive Digital Value through Data-Driven Marketing

Jan 22, 2013

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.

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Tags: digital marketing, marketing ROI, MRM, marketing technology, marketing resource management

Fresh Insights to Guide Your Digital Marketing Makeover

Jan 17, 2013

In part one of this three-part series on digital marketing, we reviewed four key trends reported in the CMO Council’s
The State of Marketing 2012 Report: Given that the digital marketing makeover is a ‘key transformational mandate’ for marketers in 2013, below we offer a roadmap and ideas for undertaking your own digital marketing makeover this year.

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Tags: digital marketing, Marketing Integration, marketing campaign, MRM, marketing technology, marketing resource management

What ‘The Year of the Marketer’ Means to You

Jan 15, 2013

In its recent State of Marketing 2012 Report (n=550 senior marketing executives), the CMO Council has declared 2013 “the year of the marketer.”

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Tags: digital marketing, mobile marketing, marketing technology

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