From the category archives:

Response Analysis

Who will win Super Bowl XLVI? The ads, the Pats or the Giants?

I will admit, I am not overly interested in the Superbowl, or football. I am married to a Giants fan, but to me, it’s just something on TV. It’s really interesting this year with all that social media has to offer that we are getting a sneak-peek of many of the commercials that will air this year during the big game. Toyota came out with a really edgy ad about the redesigned Camry (the ‘reinvented DMV’ part is the highlight for me), while Honda didn’t just reinvent the Honda CRV, they revived Ferris Bueller for their Superbowl spot, for which they made a longer version mini-film (shown here).

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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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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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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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Where Is Print in Your Multi-Channel Marketing?

Print has gotten a bad rap lately as an option within the multi-channel marketing mix. Budgets are reviewed and everyone takes a look at the costs of printing and mailing and gets out their red pencils – or at least the red slash icon on the document tool bar! And postage costs – Oh my, how archaic! By not being able to contact all customers, you are missing a very large segment and basically choosing not to communicate with over 70% of your customer base.

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IT and Marketing: Are They Working Together? (Part 1 of 6)

Welcome to the first installation of a 6-part series on exploring the importance of unity between IT and Marketing. Our inspiration for this discussion was the recent article published in the April 2011 print edition of Information Week, “IT Meets Marketing… Will Business Technology Teams Answer the Call?”

In this first installment, we explore the overall premise that IT and Marketing should work together to address the changing marketing landscape. Listen to what Kenyon and Mike had to say in a recent interview on this burning question.

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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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Achieve Better ROI with Predictive Modeling for B2B

Predictive modeling can help businesses better target opportunities with prospects/customers and implement marketing and sales programs in a more efficient way to improve return on investment (ROI). Modeling allows you to select targets that are more likely to act in a certain way.

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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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