Webmarketing123 recently took the pulse of more than 500 B2B and B2C marketing professionals and published the results in its first annual State of Digital Marketing report, released late last year. Among the findings that caught my eye, the data showed that: Facebook tops social media use for B2C. Three in four (75%) of the [...]
The Power of Awesome: Digital Marketing Lessons from the Alliance for Climate Education
4 Jan by · Leave a Comment
B2C and B2B marketers can learn plenty about digital marketing strategies by analyzing the campaigns of successful non-profit organizations. To illustrate my point, I recently asked Matt Stewart, Head of Marketing at the Alliance for Climate Education (ACE), to discuss how ACE creates wins with content management. An award-winning national non-profit, ACE is dedicated to [...]
Is Campaign Management Right For You? Almost Certainly
12 Dec by · Leave a Comment
You are probably closer to taking advantage of campaign management than you think. Are you ready? Ask yourself the following questions to identify both opportunity and areas of vulnerability in your strategy: - Do you have evidence that your customers want to interact with your brand in more than one channel? - Would establishing a [...]
Study Shows Most Brand Advocates Continue to Spread Goodwill Long-term
6 Dec by · Leave a Comment
Brand advocates can be tremendously potent elements of your sales force –especially now that social media platforms make it easier than ever for satisfied customers to spread positive feedback about a favorite product or service. But, is brand advocacy only a short-term phenomenon? Can initiatives like advocacy marketing programs help extend customer good will over [...]
Don’t Market the Leftovers: Three Key Take-Aways From Black Friday 2011
2 Dec by · Leave a Comment
Black Friday is the biggest shopping day of the year, and the results from last week offer excellent insights into how themarketing landscape is changing. Marketers, take a good hard look. Clearly, the data shows we’re working in the midst of a revolution, where empowered consumers have control and the marketing function is evolving [...]
Are the Four P’s of Marketing Dead?
1 Dec by · Leave a Comment
Remember the “Four P’s” we learned in B-school? Universally hailed as fundamental for nearly every kind of campaign, marketers have relied on the stalwarts Product, Price, Place and Promotion since the Four P’s model first gained popularity in the 1960s. But now, some feel that the famed foursome is “dead.” (Or that, at least, three [...]
Return on Marketing Divestment: When Is It Time to Let Go?
16 Nov by · Leave a Comment
Marketers today need to prove ROI. But, too many focus only on the “return,” without paying close enough attention to where these returns originated, the “investment.” That’s unfortunate, because murky marketing spend is no longer acceptable –and even worse, it’s now a recipe for disaster. These days, a sound strategy is essential. Marketers must use technology [...]
Aprimo “Offer Exchange Project” Proves Real-Time Social Media Interaction Can Fuel Offer Management
14 Nov by · Leave a Comment
Last month, Aprimo executed an innovative proof-of-concept, showcasing how multiple sources of consumer data, including real-time social media interaction, can power an offer management system. Called the “Offer Exchange Project,” this proof-of-concept was part of Teradata’s Socialization of Data initiative, and it took place during PARTNERS 2011, the Teradata User Group Conference & Expo in [...]
Five Ways Marketing Automation Can Help You Leverage Data from Events
3 Nov by · Leave a Comment
Digital marketing is getting lots of buzz these days. But, that doesn’t necessarily mean other more traditional channels areany less effective. Live events, for example, remain solid performers in the marketing mix for most B2B companies. Tradeshows, conferences, panels, etc. allow highly personalized interactions with customers and prospects, and they typically generate a wealth of [...]
Intelligent 1:1 Marketing
18 Oct by · Leave a Comment
The marketing industry is growingly increasingly consumed with digital inputs. And yet, the vast majority of consumer purchases are still made off-line. Is there any way to integrate these digital and physical components? Wouldn’t it be great if we could somehow connect today’s data-driven digital marketers with their real-world customers? Well, now we can. How? [...]
