From the category archives:

Marketing Strategy

What Will Social, Local and Mobile Integration Really Look Like? And What Are We Calling It?

SIGMA CEO, Kenyon Blunt, recently published his predictions for 2012 Marketing Trends. Included in those ten trends was this idea of “SoLoMo” or “Mocial” Marketing. Social, Local and Mobile marketing all mashed up into one concept. If executed properly, the combination of social media, localized marketing and mobile messaging can be incredibly powerful for marketers. A prime example, as noted by Kenyon in his article, is that of stealing away customers who are waiting in line to make a purchase, by hitting them at the right time with the right offer.

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How does one analyze the success of their marketing? [INFOGRAPHIC]

How does one intelligently analyze the success of their marketing programs? Here’s an interesting infographic from Marketo that breaks down some facts and figures about marketing you might find interesting. A few things that stood out to me were:
87% of senior marketers don’t feel they are confident in their ability to impact the sales forecast of their programs. This might suggest a deeper dive into some campaign and customer data to better understand it and use it for future campaigns.
20% of Lead Generation Marketers do not employ any tracking in their marketing programs for measurement. Putting tracking in place and collecting the right campaign and prospect/customer data is not as scary as one might think.

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Top Ten Marketing Trends for 2012

I recently gave a presentation to an MBA class at the Simon School of the University of Rochester. I told the students that this was the most exciting time in my lifetime as a marketer. And I wasn’t just blowing hot air — I really believe it. If you look at my top marketing trends for 2011, several have changed significantly and this is exactly why marketing is so much fun; there’s a lot happening and it’s keeping us on our toes.

So here’s what I see in store for 2012:

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4 Mantras for B2B Marketing Success in 2012

I have been reading several B2B experts’ predictions for 2012 marketing trends. Based upon the work we have done for our B2B clients at SIGMA in 2011, I have narrowed in on what could be the top 5 B2B marketing mantras for 2012. Repeat after me:

Mantra #1. Marketing and sales WILL be getting their act together — or else.

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5 Points Senior Level Marketers Need to Consider for 2012.

I recently came across a November post by Tom Shapiro on Marketing Profs which did a great job highlighting the current issues CMOs and all senior level marketers need to be thinking about as we head into 2012. While I am in agreement with most of Tom’s points, I have added a number of points in this post to extend the future view to go beyond digital to consider the full spectrum of multichannel marketing.

Marketing has been changing and evolving for many years. To keep up, chief marketing officers (CMOs) need to consistently look into a crystal ball to keep their companies in the spotlight—and ahead of the competition.

Here are five major changes taking shape in 2012:

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Ebenezer and the Three Spirits of Customer Intelligence.

From an unloved, hardscrabble upbringing in a remote boarding school, Ebenezer the web analyst was forced to grow up isolated and self-reliant, inventing metrics imagined only with the light of a pitiful candle before finally being rescued by a loving sister.

Then, bursting with promise under Master Marketer Fezziwig’s apprenticeship, Ebenezer blossoms into a man of business. He works tirelessly for the understanding and advancement of his customers, only to succumb to greed and the singularity of his online purpose.

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9 Key Marketing Metrics Every Company Should Measure (PPT)

Organizations should begin to standardize marketing measurements across their sales channels, business units, and media. With standardized measurement, you can get closer to the more complex process of tracking Corporate Brand Equity, Market Share, Marketing ROI and Product & Customer Profitability. In this deck we share the 9 key marketing metrics every company should measure and how you might think about them.

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4 (Plus) Steps in a Complete Database Marketing Assessment

As the remainder of 2011 winds down, we have been pulling together some popular reading on a variety of topics. Marketing assessments continue to be an area of interest, and in particular, database marketing assessments. Start with the basics and then take a look at data management, targeting and analytics, campaign management, messaging and even the technology behind them.

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Facts and Figures About Content Marketing

I love infographics… This one from Marketo give some great info on Content Marketing. At a quick glance, it gets your brain juices flowing about why you might consider content marketing a viable part of your marketing mix. Some takeaways: 51% of companies interviewed in this study said they use a blog for content marketing. Are you blogging about your business, your products, your services, your customers and your knowledge areas?

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The Benefits of Sharing More: Public Parts

Is holding back information in the digital age better? That is the fundamental question in Jeff Jarvis’s book, “Public Parts.”

Jarvis explores the promising ways in which the internet and “publicness” allow us to collaborate and think in new ways — in how we manufacture and market, buy and sell, organize and govern, teach and learn. He also examines the necessity as well as the limits of privacy, in an effort to understand and thus protect it.

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