From the category archives:

Multi-Channel Marketing

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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Rx for Your Web Analytics

Do you remember in business school when you were presented a case study and there were always detours called “symptoms” which really weren’t the underlying issues but instead pointed you to the real problem? That’s what we have here. This inability to measure ROI for online channels is a function of the lack of skilled web analytics resources and not an inherent problem with web analytics.

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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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Your Customers Are Mobile, Are YOU?

Thanks to devices like the iPhone, BlackBerry, and now Android, mobile is no longer an afterthought in most marketing budgets, but a well-deserved line item. Be it through the skyrocketing number of iPhone and other Smartphone device sales or mindboggling downloads of applications — more than four billion on for the iPhone in less than two years — mobile is fast becoming a central channel for your customer engagement efforts.

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Marketing analytics impact on B2B nurturing

According to the Webster Dictionary, “nurturing” is the act of furthering the development of someone or something. In the B2B world, selling opportunities need to be developed over some period of time. Marketing analytics play a critical role over that period of time. They’re critical in what you are nurturing and how you are going about it.

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Using data and marketing analytics to define the multichannel marketing mix

Use Analytics to Adapt Quickly to Your Audience’s Changing Preferences
Most marketers would agree that their consumers are now using multiple channels to research, shop and purchase. Offline and online communications are more tightly entwined than ever before. For example, many marketers have known for years how targeted direct marketing and cataloging will drive the right [...]

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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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Location-based strategies for digital marketing

Many businesses that market in a specific geographic area are perplexed when it comes to the new digital frontier. How can they tap the efficiencies of new interactive technologies like social media when they market to a small subset of customers? Add on to this the many new digital offerings that are confronting local businesses and you can see why it’s difficult to determine what’s the best mix of advertising dollars and which ones will deliver the highest return to their locally-based business.

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Managing customer data privacy in a multichannel world

Admittedly, most companies are not out to cross the line on what information about a consumer could be shared in a way that violates hard-earned trust and destroys a relationship they work so hard to establish. However, as online and offline data capture and analysis boundaries are tested and expanded, there will be more and more attention given to this emerging area. Data-driven agencies and marketers must be vigilant about how they intend to use identifiable consumer data to ensure that their customers have a clear understanding about and confidence in how this information gets used.

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