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.

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

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.

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

Think like a human, not like a company

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

As we discussed in a previous post about the emergence of the Chief Digital Officer, there is a growing gap in what marketing, advertising and PR professionals have been trained to do and what they are ideally expected to do in their roles. New technologies demand new skills, and as businesses learn to harness those technologies in different functional areas, the job descriptions of marketers are evolving past traditional notions.

Tags: digital marketing, ROI, talent gap, data analysis, chief digital officer, advertising technology, MRM, marketing resource management, local marketing automation

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.

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

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.

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

In today’s era of digital marketing, content is king. But context is key to successfully personalizing messages for your diverse target segments. Communicating effectively in today’s marketing environment demands segment level personalization – but all too often, personalization and scale are seen as competing ends. If personalization seems complex, do not dismay. You can personalize your message at scale, reduce cost inefficiencies and improve conversions in the process. Here are three guidelines:

Tags: PURLs, Variable Data Printing, VDP, Pesonalization, QR Codes, MRM, marketing resource management

Multichannel marketing campaigns leveraging more than one communications channel – such as direct mailers incorporating QR codes and PURLs – can help to shorten the path from campaign to conversion and generate measureable results. Here are some creative ideas for driving new business, goodwill and conversions through your March campaigns.

Theme: Staying in Touch/Upsell Campaigns
Sample Industries: Financial Services, Health Insurance, Life Insurance, Property and Casualty Insurance

Tags: marketing ideas, PURLs, Consumer Package Goods, Entertainment, QR Codes, insurance, marketing campaign, MRM, marketing resource management, Retail, financial services marketing

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.

Tags: MRM, marketing technology, marketing resource management

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.

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