From the category archives:

Marketing Creative

The Transition of “Digital Days” to “Multichannel Days.”

Earlier this month, I attended the Digital Days conference sponsored by the DMA in New York City. The conference highlighted how critical it is for companies to look at their direct, digital and targeted marketing in a multichannel context. The issue is: Is it really only about Digital these days?

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Don Draper and the Long, Winding Road to Cross-Channel Marketing Success

As most B2B and B2C marketers look in the mirror halfway through 2010, it’s a time for a brief pause to reflect on what it takes to successfully integrate and measure multiple marketing channels. Let’s face it, the last 10-15 years in the marketing business have been like no other in our lifetime and the next decade promises to be even more interesting and exciting. Makes me want to watch another episode of Mad Men to pinch myself on how far the marketing industry has come. Imagine Don Draper (chief character in the excellent AMC series, Mad Men) in a room full of web analytics folks? And no one was smoking or drinking?

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Great Advertising for Next to Nothin'

Hasbro has launched an inventive new campaign for its NERF Brand that invites NERF owners to create and submit films of themselves using NERF products.

The Battle of the Ads is a web-based contest that includes social media, email marketing, and user-generated video.

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Marketing Assessment: Messaging

Building the groundwork for sophisticated multi-segment, multichannel messaging strategies first takes some digging. We often work with clients to understand their level of messaging sophistication with a Five-step Maturity Framework that ranges from basic to sophisticated— we hope to objectively rate where a client’s expertise falls on a scale of 1-5 so we can help build a roadmap for organizational improvement. In this post I’ll review the types of questions we often ask to understand where clients land on the messaging scale and where the biggest opportunity for improvement lies. 20 Questions for Messaging Assessments.

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Marketing Analytics for the New Marketing Reality. Part 3 of 3

According to Brian Haven, senior analyst at Forrester Research, Engagement involves four components: involvement, interaction, intimacy, and influence, each built from data collected online and offline. “Using engagement, you get a more holistic appreciation of your customers’ actions, recognizing that value comes not just from transactions but also from actions people take to influence others…”

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Marketing Analytics for the New Marketing Reality. Part 1 of 3

The new reality for marketers is that the old techniques aren’t working. The marketers who will break through and succeed in the New Reality will be those who can bring the traditional measurements together with the monitoring and measurement of customer engagement. In my next post, I’ll further explore the new world of customer engagement and how it affects our ability to measure what counts with consumers.

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Multi Channel Marketing Ramps Up!

I am a recent prospect in a successful multichannel, integrated marketing campaign, fueled by a sophisticated data mart that operates in real-time. I was gently nurtured from conception to purchase through multiple channels: phone, print, e-mail, text and social media.

My son, Nick, a rangy 15 year old, admittedly loves skateboarding more than girls. His 3-dimensionally wired brain is constantly designing the next killer skate surface — be it a ramp, stairs, box or rail. Once he has his design firmed up, the next step is to secure funding from an institution that supplies grants to gifted individuals with promising futures.

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Creative Enhanced by Marketing Analytics

As a Creative Director, I spent 15 years working at a general agency before dipping my toe into direct marketing. I still believe that brand equity is king, but I’ve been bitten by the “Direct Marketing Bug” and there is no cure. I love the advantage that analytical insights provide when designing creative, and the opportunities they provide for constant improvement.

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5 keys to get the most out of your database marketing investments

In today’s rapidly changing world of consumer fragmentation, product proliferation, and evolving marketing channels and technologies, marketers need to carefully assess and take stock of their marketing capabilities before committing to investments in technologies that could hold them back in the years to come. Now more than ever before, consumer-focused companies need to make sure they have a clear plan for capturing valuable customer insights and applying that information with integrated marketing technology.

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