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Bill Harriss

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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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.

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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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Attention Healthcare Marketers! Do You Know Where Your Members Are?

Many healthcare marketers are struggling with multichannel campaign planning, design, execution and measurement. Often, a paradigm of thinking about member or customer campaigns as traditional direct mail, with perhaps some email marketing, still exists and other channels are viewed as “everything else.” In fact, the ownership for digital, web, mobile, etc., may exist in other departments. One of the biggest challenges facing healthcare marketing teams at all levels is to organize teams, resources, data and technology around what matters most – how your customers and members are engaging with you at all levels, all touchpoints.

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Harness the Power of Your Social Evangelists.

OK, I admit, maybe the “social media” hype over the last couple of years has been a little overblown. It’s true, social media will not cure world hunger, fix the economy or create leads for your organization overnight. Many marketers today are desperately trying to figure out how Facebook, Twitter and YouTube help sell their products and services. Most know they need to incorporate social media as part of their marketing mix, they just don’t know how much and what their expectations should be when they do invest time and resources.

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2011 User’s Guide to Digital Marketing Data

Like most marketers, you have likely entered the digital marketing arena over the last 5 to 10 years. With these new digital channels comes the potential to target consumers in more efficient and specific ways. Using information such as consumer web browsing histories and activity, marketers can develop and deliver messages targeted to particular segments and interest groups.

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Lead Generation: Are You Using Marketing Analytics?

Most marketers today understand that lead generation is imperative and should be a key element of every sales and marketing organization.  However, “leads” can come in all shapes and sizes.  They come from traffic at a retail location, from a web visitor, from a direct marketing campaign, an event, mobile devices, and contact centers, among [...]

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Measure Twice, Cut Once: 3 Essential Steps to Take Before Investing in Marketing Technology

As 2010 draws to a close, it is time for all of us to reflect on all we have accomplished both on and off the job. It’s also a time to assess how our strategies to engage with customers are working and to develop the plans (and the hopefully the budgets!) to take it to the next level in 2011.

Before we get too carried away on our big plans for next year, however, let’s make sure we have the right foundation in place to make our future CRM initiatives are successful. It reminds me of the phrase my dad told me when learning how to build things…”make sure you measure twice, and cut once”. Nothing beats solid preparation and planning, whether its painting, building a bookshelf, developing a predictive model or investing in the right marketing technology platform. Time and time again, we see clients get overly aggressive with their marketing database, campaign management and business intelligence plans.

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DMA: 2010 – Channel Integration + Marketing Technology + Data = ROI

This year’s DMA show in San Francisco was chock full of sessions and exhibitors talking about how to best navigate through this interesting marketing landscape of emerging channels like social media, mobile, the explosion of data and the challenges marketers are facing to attribute success and ROI. The scales have been tipped to the point of no return for marketing organizations to combine the right creative marketing saavy with technological know-how and then apply the right amount of analytics to make sure everything is delivering solid ROI.

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