Posts tagged as:

Marketing Technology

Is RFID Getting Primed to Change Digital Marketing?

RFID, or Radio-Frequency Identification is the use of an object (typically referred to as an RFID tag) applied to or incorporated into a product for the purpose of identification and tracking using radio waves. These tags can be read from several meters away, out of the line of sight of the reader, and the reader can be linked via networks and integrated with applications.

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Is the Enterprise Ready for Cloud Marketing Services?

Is the typical Enterprise ready for marketing services from the “Cloud?” This question is one that involves more than marketing technology. As more and more services are becoming available over the internet or “the cloud,” the question will be asked, and answered, more frequently. A likely influencing factor is the maturity of the Enterprise’s Datacenter. The datacenter’s evolution may just offer Marketing the flexibility to evaluate more marketing technology options.

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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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Tip: Address Unified Marketing Technology Solutions Now.

Everything digital has created an explosion of new data and sources. This digital environment has also produced an always-on relationship situation that is also spawning new applications and data sources. The impact to the Data Warehouse occurs at the data model. What was the data model a few years ago likely requires new assessment based on channels, touch points, behaviors, preferences and more. The new data model needs the ability to quickly adapt with collecting new data from new places. And that adaption model needs to occur with less skill in assuring integration of data sources/systems gets put in place.

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Marketing Technology Takes a Page From Unified Communications.

Today, marketing data and analytics platforms are becoming more robust and integrated when delivered to target market areas, but they still lack intuitive means for a broader workforce to react upon it or the ability to even imbed the information into broader sets of business processes. So like the disparate communications tools before UC, the next generation of marketing data and analytics platforms requires a more holistic approach on how data and analytics can be used.

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CMOs Need to Grow Up to Sit at the C-Level Table.

There is a general consensus that marketing is both an art and a science. With the increased importance of technology in today’s marketing environment, it’s clear that the pendulum has swung to the science side of the equation. Technology, analytics, and measurement are at the forefront and, with the pace of change expected to quicken going forward, they’ll only increase in importance in coming years. A technology-enabled CMO will help companies prosper in this new world order of marketing.

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Being Small Is Cool Again.

With the changes taking place in marketing today, there’s no better time to be small and agile. In fact, small marketers are “cool” again because nimbleness is the number one skill to overcome more marketing channels, new technologies, a changing consumer, expanding markets and all of the other forces shaping the world of Marketing 2.0.

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The Future Is “Tradigital”

Media consumption changes are blurring the boundaries between the old and the new, as TV viewing is either delayed or online; print now offers it’s content in print and digital form; and online activities are leveraged for both online and offline sales goals. Once you controlled the conversation, now you are part of the conversation.

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Digital Marketing Days: Old School vs. New School

Despite the fact that marketers are deluged with white papers, mail and email from the latest and greatest marketing technology providers, it seems that many organizations are still struggling with how to manage the various channels in order to maximize the return on their marketing spend. Many are still struggling to get one channel right—relying on marketing analytics to determine the ideal channel to approach a customer or prospect and just beginning to pilot multi channel marketing tools that enable effective engagement of your audiences is now becoming a requirement as opposed to a nice to have.

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Ruthless Environment Requires New Ways to Attract & Retain Customers.

The future of customer intelligence is going to be built on web analytics and how we use and share information. To optimize your multichannel strategies and develop the most comprehensive view of your customer, let web analytics drive your customer intelligence.

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