I believe there are three cornerstones to Marketing 2.0: 1) CRM/data, 2) web analytics and 3) digital/social marketing skills including merging online and offline data. Who has these skills? These capabilities are provided to clients in a hodge-podge of services in what Forrester calls a “web of confusion.” As marketing services providers, ad agencies, interactive agencies, technology providers and direct marketing firms all start looking alike, it’s becoming increasingly difficult for clients to tell us apart. So much so, the CMO study states, that one solution for marketers is to start bringing these skills in-house, either by training existing staff or hiring new ones.
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Suppose you are a consumer goods company selling hundreds of products directly or through e-commerce sites such as Amazon.com and you want to optimize profitability using customer feedback and reviews. In the past this was a labor intensive process to summarize comments and ratings to get the insights you needed to make decisions.
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