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Kenyon Blunt

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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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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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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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 and Marketing: Cross-Channel Marketing Is More Than Cool – It Is Necessary. (Part 6 of 6)

In the last several posts, we’ve explored the thought leadership provided in the April 2011 cover story in Information Week, “IT Meets Marketing… Will Business Technology Teams Answer the Call?”  As we wrap up the discussion, the focus is now on the reality that integrated cross-channel marketing is a challenge that most marketers face.  The idea [...]

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IT and Marketing: Relevant IT Is Helping Marketing Teams with Information Management. (Part 5 of 6)

At the end of the day, marketing is heavily impacted by, and depends on, data. Not just any data, but quality data. As new data sources continue to explode onto the marketing landscape, quality data becomes more of an issue. Marketers look to IT for a variety of data cleansing and analytic needs, and this need will not change anytime soon.

As we continue to think about the April 2011 cover story in Information Week, “IT Meets Marketing… Will Business Technology Teams Answer the Call?” we look at the issues surrounding data availability and quality, and how IT plays a vital role in marketing strategy.

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IT and Marketing: What Priority Does IT Place on Marketing? (Part 4 of 6)

When it comes to prioritizing IT resources, where does marketing rank in all of that? In this 4th part of our series, we continue to dig into the issue of Marketing and IT alignment, as inspired by the April 2011 cover story in Information Week, “IT Meets Marketing… Will Business Technology Teams Answer the Call?” A better question might be, how well aligned are the decisions being made about IT infrastructure as it relates to, or impacts, marketing technology? How do development costs and resource allocations come into play with the evolution of cloud computing? Can IT make decisions on technology in their own silo without considering the long-term impact on marketing?

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IT and Marketing: The Impact of Big IT Vendors on Marketing and Analytics. (Part 3 of 6)

The big IT vendors out there are acquiring this company and that.  The marketing and analytics landscape continues to morph into something new altogether, requiring new skill-sets, new technologies, and a way to bring it all together.  During this third part of our series into a deep dive on the April 2011 cover story in Information [...]

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IT and Marketing: Cross-Channel Marketing Integration and Measurement. (Part 2 of 6)

As we continue to explore the April 2011 cover story in Information Week, “IT Meets Marketing… Will Business Technology Teams Answer the Call,” we dive deeper in this second part of the series into cross-channel marketing campaign results. This topic is something near and dear to our hearts at SIGMA, as we strive to provide integrated marketing solutions for our clients.

The article stated that marketers are wanting more comprehensive, cross-channel campaign results. With the explosion of marketing technologies, data availability and available channels, this issue can be a huge stumbling block for marketers.

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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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