From the category archives:

mobile marketing

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 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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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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Top Content for September 2011 – Analytics and Marketing.

Top marketing content from September 2011 on marketing trends, customer engagement, web analytics, multichannel messaging, marketing metrics and more. Check out the popular content you may have missed last month.

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2011 Trends for Web Analytics – Revisited

Even though my daring prediction of a Buffalo Bills-Detroit Lions Super Bowl clash in February 2011 came to naught, looking back on some of the web analytics trends I had my eye on for 2011 brings mixed results, now that two-thirds of the year has washed away.

For those of you keeping score at home, and I know all of you were, here’s the link to the surprisingly non-embarrassing original, and even though I can’t buy my Aston-Martin with winnings from my Super Bowl picks, we’ll take a look at the state of play through the end of year and look ahead to 2012.

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Database Marketing Grows Up. Interactive Marketing Gets a Seat at the Table

For many database marketers and those that have spent over 10-15 years in the CRM-related, direct marketing and digital marketing fields, it was often the norm to refer to our “interactive” area of the business as “below-the-line,” “new media” or even part of “IT,” since we often lacked the big budgets and “glamour” of the mainstream media channels.

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Customer Experience Management – Avoiding the “In-market” Trap

A recent discussion with a senior level marketer at a company that traditionally ranks as one of the largest marketers in the world again reinforced my belief in the power and importance of customer intelligence and engagement. According to my contact at this global marketing powerhouse, his organization needs to be better at building and nurturing customer relationships before they are “in-market” and ready to buy. He referred to these “in-market” customers as the industry “jump balls” that every marketer is fighting over and working hard to “intercept” every day.

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Top 10 Trends in Marketing for 2011 – Revisited

At the end of last year, I wrote a blog post predicting the top marketing trends for 2011. I’ve been amazed that it continues to be one of our most read postings, year-to-date. Why? I really don’t know other than many of you might want to check on how I’m doing with my predictions. Just like sportscasters who make predictions for the coming weeks games and give reasons on Monday why they shouldn’t be held accountable, I’ll revisit my top 10 now (perhaps so I don’t look so foolish at the end of the year when some don’t seem to be panning out).

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IT Gets Introduced to Marketing: The Future of Business Technology. (Series Intro)

Information Week, the recognized voice of IT professionals, announced on the cover of its April 11, 2011 issue that IT Meets Marketing..Will Business Technology Teams Answer the Call. The underlying theme of the article:

“The pressure is on to show measurable results from campaigns.
That should make IT and marketing teams closer partners than they are.”

CEO, Kenyon Blunt and CTO, Michael Fuqua discuss the need for IT and Marketing to work together.
We thought it would be interesting to weigh in on the article through a series of short interviews. We put SIGMA Marketing Group’s CEO, Kenyon Blunt at the same table as Mike Fuqua, SIGMA’s Chief Technology Officer. Kenyon brings to the table the voice of the marketer, where Mike defends his technology peers.

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The Changing Face of Customer Value and Segmentation.

Social media has not only caused a collision between Public Relations, Marketing, and Customer Service, it has redefined how and to whom we market. It’s time to think about this shift and how it impacts your customer segmentation and lifetime value scores. It’s time to consider treating online socialgraphics the same as offline demographics.

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