From the category archives:

Marketing Technology

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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The Web Content Management Maturity Curve

Web content management started as a nearly-exclusive responsibility of IT, the website group, or the agency responsible for digital publishing. Under the optimization phase, marketers are taking a more significant role in the management of content, with 36% taking an active role content authoring. This combined with the growth of the use of WCM to support marketing initiatives, has the marketing function with a significant stake in WCM technologies for the foreseeable future.

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Getting the Most From Your Mobile Marketing Campaign.

Mobile Marketing and Social Media are rapidly growing because they are providing companies the unique opportunity to connect with consumers and they allow companies to track the user experience across multiple channels which is also known as Social CRM.

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Google: Planting the Seeds of a Marketing Revolution

By positioning itself as a leader in the next marketing revolution, where the lines between the online and offline and the various forms of media blur into one integrated consumer experience, Google is both protecting its future as well as enabling its advertisers to take part in the revolution on its platform.

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A Hyper Digital World Still Leads to Offline Cash Register Sales.

Just as web analytics grew from measuring hits to ever more sophisticated metrics, the ability to escape the world of hits is now the Holy Grail, to attribute that online activity blanketing the world in ones and zeroes with the actual individual souls who make the decisions with human interactions using complex and intricate data management practices aligning digital channels of all stripes with offline – dare one say, real-world experiences.

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The Era of "Big Banks" is Over!

uilding deeper relationships with existing customers through the introduction of additional financial products is not a new concept. However, the big banks are doing a horrible job at developing the one thing that makes cross-selling possible; Customer Advocacy.

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Lean Marketing Analytics

Lean allows organizations to understand their business processes and streamline toward customer value. Productivity will increase, costs will decrease, work backlogs will decrease, and customer value will rise. If your organization is facing difficult times due to a challenging economy, Lean may be a perfect way to gain productivity.

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Let Them Eat… From the Distributed Marketing… Cake!

Distributed marketing is a powerful concept and capability allowing the corporate marketing organization to develop campaigns in support of enterprise business goals, maintain the brand’s images and messaging while enabling a local flavor to the organization’s marketing execution. When I think of Distributed Marketing, a couple things come to mind.

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CIO to the CMO – "Get Smart Fast!"

Call it “the new marketing ecosystem,” “Marketing 2.0,” or “Marketing’s New World Order.” Whatever terms used, it’s clear that CMOs need to play an increased role in the technology future of their companies and continue to evolve their tech literacy rapidly to keep up with the continually evolving technology of our current marketing environment.

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