From the category archives:

Marketing Technology

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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Top 3 Slideshare Decks on Marketing & Analytics.

SIGMA’s 3 most viewed slideshare decks from 2011. Covering topics from marketing technology preparedness to marketing trends and campaign landing pages and conversions. You may have missed this content in 2011. But it’s not too late to gain some insights into these areas.

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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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11 Ways That Cloud Computing Will Help Marketers.

When I was given a recent Harvard Business Review article entitled “What Every CEO Needs to Know About the Cloud,” I was expecting to hear some of the same hoopla that’s been going around for a year or so about cloud computing. What I wasn’t expecting was to be gripped by the enormity of the change. After reading and research, I’ve listed 11 ways that cloud computing will affect marketing; I’m sure I’ve missed some, so let me know what you think.

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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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4 Part Marketing Maturity Series: From Message Strategy to Multichannel Campaign Management

Over the past year, Martha Bush, SVP Strategy and Solutions here at SIGMA, has written some insightful articles around building a campaign management practice. In this articles she mapped out everything from messaging strategy to analytics and insights and everything in between. We thought we’d pull these articles together in one post to provide easy access to her wealth of knowledge around the beginning-to-end process of marketing campaigns.

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Partnering: A Competitive Response to the Changing Agency Landscape

Sometimes it takes a whack on the side of my head for a new idea to grow. Recently, we analyzed some of our new client wins, and, to no one’s surprise, several of our relationships had come as a result of partnering with agencies. Instead of competing at the same trough for marketing dollars, we joined forces to win new business that neither SIGMA nor our agency partners could have won independently.

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9 Key Marketing Metrics Every Company Should Measure.

When organizations begin to standardize marketing measurements across their sales channels, business units and media, the closer they will come to the more complex process of tracking corporate Brand Equity, Market Share, Marketing ROI, and Product and Customer Profitability.

Here are 9 metrics every marketing organization should be measuring :

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