From the category archives:

Multi-Channel 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.

Print Friendly

Read the full article.

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:

Print Friendly

Read the full article.

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.

Print Friendly

Read the full article.

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:

Print Friendly

Read the full article.

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.

Print Friendly

Read the full article.

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.

Print Friendly

Read the full article.

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.

Print Friendly

Read the full article.

It is always better to give than receive. Balancing customer acquisition AND retention efforts.

Let’s face it, especially during this time of year when the holidays are approaching, we can tend to think of all the new and shiny toys and gifts that await us, and overlook all the current things (i.e. current customers) we have to be thankful for. A downside in our consumer-focused culture is to always want the “new” thing and forget all that we have. Let’s all take a pledge to be thankful for our existing customers this season and let it carry over into our 2012 marketing plans.

Print Friendly

Read the full article.

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.

Print Friendly

Read the full article.

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.

Print Friendly

Read the full article.

← Previous Entries