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DMPI is a dedicated research center focused on measuring and tracking the effectiveness, relevance and value of online marketing programs and spend. It will also examine and advocate the need for more unified and integrated approaches to managing and optimizing the fragmented interactive marketing discipline, especially across leading vertical markets.
The Digital Marketing Performance Institute is a strategic interest group dedicated to providing tools and resources to help enhance the execution and effectiveness of digital marketing efforts. As a sub-group of the Chief Marketing Officer (CMO) Council, we are able to provide a wealth of reports, news articles, white papers and research about the latest challenges, trends and best practices across the full scope of digital marketing efforts. In addition, you will also have the opportunity to contribute your insights by participating in any of our featured surveys.
Reports and studies featured through this program include:
APAC Digital Marketing Performance Dashboard - APAC Digital Marketing Performance Index, the CMO Council is partnering with Adobe to explore the state of digital marketing across Asia in order to benchmark levels of adoption, traction, and success. This undertaking will provide valuable insights into digital marketing performance across a region that embraces 35 countries, 4 billion consumers, 2.6 billion mobile phone users, and nearly 45 percent...Read More »
Brand Automation for Local Activation - The CMO Council is embarking on a new thought leadership campaign to identify the key aspects that must be aligned and connected to optimize customer activation. The program will explore the key technologies, platforms, measures, metrics and resources required to implement a system that can be monitored, adopted and measured. Some key areas to be explored will include...Read More »
Greater Gains From Digital Campaigns - Digital technologies and interactive platforms are opening new global channels of engagement at lightening fast speeds. But this channel proliferation is also adding to the complexity of launching, localizing and optimizing global campaigns. This campaign will look to benchmark how marketers are managing this challenging operational environment, specifically...Read More »
Integrate to Accelerate Digital Marketing Value - Today's chief marketers are challenged to staff and resource digital marketing programs, integrate offline and online campaigns, and unify disparate marketing functions. More importantly, they have to be effective at making a business case to management on how digital marketing investment and migration will drive business performance, increase customer lifetime value and retention, as well as create more adept and adaptive organizations."Integrate to Accelerate Digital Marketing Value" will highlight where and how marketing solution investments are improving marketing campaign effectiveness and...Read More »
Keeping a Closer Eye on Content ROI - The CMO Council’s Content ROI Center is a new strategic interest community dedicated to the evolving discipline of content marketing. The center will provide new reports, whitepapers and case studies on content marketing best practices, trends and challenges. Topics include Effective strategies for ensuring relevance and engagement, the power and potential of peer-driven affinity networks, tools and approaches for performance and ROI measurement...Read More »
Localize to Optimize Sales Channel Effectiveness focuses on driving best practices and thought leadership in optimizing the delivery of localized marketing support, engaging and acquiring customers on a local level, as well as connecting and resonating with local community interests, icons, preferences and hot buttons...Read More »
Online Advertising Performance Outlook - The CMO Council and Vizu, a Nielsen company, are collaborating on a thought leadership white paper to address the fragmented digital landscape and create new content based on insights and best practices from innovators and leaders in global digital campaign design, development, localization, execution and performance...Read More »
Given the significant shift and re-allocation of marketing dollars into interactive digital media channels, the CMO Council is setting up a dedicated research center focused on measuring and tracking the effectiveness, relevance and value of online marketing programs and spend. It will also examine and advocate the need for more unified and integrated approaches to managing and optimizing the fragmented interactive marketing discipline, especially across leading vertical markets. Authority leadership and content aggregation programs by the Digital Marketing Performance Institute will drive best practice adoption; audit and assess competencies and proficiencies; establish measurement models and techniques; evaluate enabling platforms, solutions and technologies; and help marketers increase visibility, compliance, accountability and ROI.
According to an in-depth article in The McKinsey Quarterly, "The rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the Web's promise as the most targeted and measurable medium in the history of marketing.Hobbled by nascent technologies, inconsistent metrics, and a reliance on outdated media models, marketers are failing to tap the digital world's full power."
The management journal went on to state, "Unless this problem is addressed, the inability to make accurate measurements of digital advertising's effectiveness across channels and consumer touch points will continue to promote the misallocation of media budgets and to impede the industry's growth." Studies by McKinsey show that companies introducing rigorous measurement techniques report a higher level of satisfaction with digital marketing. The consulting firm also notes that over half of respondents to its online digital marketing survey of 340 senior marketers are not satisfied with the current process of allocation and measurement and are mostly using qualitative (subjective), not quantitative techniques.
To address this issue, the CMO Council will leverage its worldwide affiliate network to form a global coalition of resources and partners in the interactive digital marketing sector, conducting strategic briefings and workshops for its senior marketing members. It will also collaborate with leading solutions providers, analyst groups, consultants, functional marketing organizations and media partners, to explore various facets of online market engagement; lead acquisition and conversion; customer intimacy, listening and experience; individualized relationship management; as well as viral, word-of-mouth advocacy.
A wide range of underwriting options exist, ranging from $25,000 to $150,000, depending on scale, global scope and duration of involvement. Branded areas of research and insight will be incorporated within the Online Performance Marketing Institute to address specific pain points, advocacy platforms and strategic imperatives. Current and past underwriters of CMO Council events and programs have included: Oracle, CSC, Xerox, Deloitte, Alterian, Ricoh/IBM InfoPrint Solutions Company, BCG, IBM, D&B, SPSS, Pitney Bowes, Satmetrix, MarkMonitor, Eastman Kodak, Interwoven, Experian, eRewards, Catalina Marketing, United Business Media, IDG, Wall Street Journal, The Economist, and many more.
For more information about the Online Marketing Performance Institute and its inagurral research initiative, Keeping a Closer Eye on Content ROI, contact Bryan DeRose, Senior Director of Business Development of the CMO Council.
- Alexandra Tyler - TIAA-CREF, Vice President, Digital Marketing & Sales Development
- Amy Bartle - La Quinta Inns & Suites, Director, Media and Digital Marketing
- Barbara Pamplin - Microsoft, Global SEM and Digital Advertising Lead
- Brett Lowe - Shoprite Holdings, eMarketing Manager
- Doug Neil - Universal Pictures, SVP - Digital Marketing
- Gerard Lim - Axiata Group Berhad, Digital Marketing Practice Lead
- Jake Davidow - JP Morgan Chase, VP Head of Search
- Janice Chan - Starwood Hotels & Resorts, Director Digital Marketing & Distribution
- Jim Lefevere - Roche Diagnostics, Director, Global Digital Marketing
- Kors van Wyngaarden - Philips, Global Director Digital Marketing
- Lauren Coberly - Kodak, Director Worldwide eMarketing & Web Properties
- Linda Gharib - Citi, SVP, Digital Marketing
- Namrita Sehgal - Indian Hotels Company , Director of Internet Marketing
- Neil Morgan - Adobe Systems , VP Digital Marketing, EMEA
- Paul Marcum - GE, Director Global Digital Marketing & Programming
- Phil Klassen - Travel Alberta, Executive Director of Digital Marketing
- Richard Russell - Deckers Outdoors, Director, Media Strategy & Marketing Technology
- Skip Rudolf - Tata Communications, VP Digital Marketing, EMEA
- Ted Chi - Disney Interactive, VP Global Marketing
Among CEOs and business ownders surveyed (43% of respondents met that criteria), more than one-third (36%) spend 6+ hours on social media marketing, but nearly the same proportion (33%) would rather spend less time doing do. MarketingProfs
Given up to 2 choices, 45% of consumers named newspapers and TV the best marketing and advertising sources, beating out other traditional sources such as consumer forums and publications (28%), as well as a host of digital channels such as websites (22%), social media pages (9%), and blogs (4%). MarketingCharts
In a study conducted last year by comScore for 15 miles and localeze, findings revealed that 63% of those surveyed are more likely to use a local business if it's visible on a social networking site. Fox Business
According to a recent survey conducted by SearchEngineLand.com, 85% of consumers used the internet to find local businesses in the past 12 months and one in six consumers use the internet every week to find local businesses. Fox Business
90% of b2b marketers do some form of content marketing. 26% of b2b marketing budgets are invested in content, and 50% of b2b marketers say they plan to spend more on content marketing in the coming year. • Smart Insights
The average midsize or large company (1000 employees or more) has 178 "social media assets" (Twitter handles, employee blogs, etc.) - yet 25% of companies offer social business training to their employees. • Marketing Easy
Online advertising spend will top $31 billion in 2009. This includes search engine marketing, online display marketing, classified, email marketing, lead generation, online video marketing, sponsorships and emerging channels. • Forrester Research
The top categories for Internet marketing and advertising are financial services, telco/ISPs, retail, automotive, general services, media, travel/hospitality, technology, education, health care and pharmaceuticals, entertainment, insurance, food and beverage, personal care, toys and games, real estate and home goods. • TNS Media Intelligence and AdAge
Online video ads are expected to generate more than 167 million eyeballs in 2009. • eMarketer
Online video ad spend will exceed $750 million in 2009. • IAB/PwC
Online video marketing investments will approach $1.9 billion in 2009. • IAB/PwC
Behavioral targeting expenditures are expect to be $1.65 billion in 2009, a 65 percent increase over 2008. • eMarketer
Web content management platforms and solutions are the second most important marketing operational investment planned for 2009. • CMO Council; Calibrate How You Operate survey
Some 58 percent of companies view their web site as critical or very important to branding and marketing strategy. • SDL Tridion
DigiMarketing: The Essential Guide to New Media and Digital Marketing
DigiMarketing: The Essential Guide to New Marketing & Digital Media provides readers with a comprehensive overview of the major digital channels being used. This includes explanations of the key trends in mobile marketing, blogging, games, digital media, digital point-of-sale, Web 2.0, and consumer created content. Peppered with best practice examples of how leading marketers are currently using these channels for effective marketing, this comprehensive guide also offers the 12 Tenets of DigiMarketing which serve as useful guideposts for the do’s and don’ts of digital marketing. DigiMarketing also includes a thorough digital marketing planning framework designed to help readers as they consider their own digital marketing plans.Purchase from Amazon »
Digital Marketing for Everyone: Connect with your customers, grow your business & demystify social media
You are probably interested in this book because you are a creative entrepreneur and want advice on how to market yourself, your business and your product or service. If so, you are in the right place! The book has two goals: The first is to give business owners an overview of their digital marketing possibilities. We will help you decide where you can best spend your marketing efforts. The second is to make sure you walk away with two or three excellent ideas you can put into action the next day. We discuss many different digital marketing tools, from email and social media to online forums and SEO. We'll help you decide which tool has the best possibilities for your business. Every chapter ends with a worksheet where you will be guided through a brainstorming session on how to apply a digital marketing tool to your business. Ready to connect with your customers and grow your business? Good - let's get started!Purchase from Amazon »
Digital Marketing Madness: Social Media Marketing Strategy at Super Low Cost
"The BIGGEST MISTAKE you can do is upload your advertisements on Facebook or Youtube and then just 'hope and pray' that other people share it." A very easy guide to social media marketing. Includes simple but potent details on marketing with Facebook, YouTube, Twitter, Instagram, Pinterest, and blogs. Also covered is a special section on the author's 16 secrets to effective viral marketing. Based on the author's experiences in growing his own successful online tutorial business with very low expense, as well as his take on ideas from other world-famous digital marketing gurus. In a short span of time, the author's viral videos on YouTube have garnered more than 1.7 MILLION views worldwide. Author's Blog: MBAbullshit.comPurchase from Amazon »
Effectiveness of Online Marketing Campaigns: An Investigation into Online Multichannel and Search Engine Advertising
Internet advertising has come off age; yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop comprehensive theoretical models based on existing work in related research fields—for example, marketing and information retrieval. This approach pays off and leads to new and insightful findings: - There are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels. - The channel order can influence the conversion probability. - Click-through rates in search engine advertising are influenced through various keyword criteria on semantic and syntactic level The results of this thesis constitute an important starting point for future research in online advertising. Furthermore, the results enable practitioners to improve the effectiveness of online advertising through a more differentiated campaign management approach. Based on its findings, the thesis outlines how a future integrated approach to online advertising could look like.Purchase from Amazon »
How to Avoid the Pitfalls and Hype of Social Media and Online Marketing: While Increasing Your Revenue Almost Instantly
Finally, a book that obliterates the myths of what really works in marketing, sales, and advertising. And its NOT what you think it is... This is the information ad agencies, online marketing “gurus”, SEO consultants, social media “experts” don’t want you to see... Why? Because when you learn what it really takes to easily create and implement wickedly effective marketing systems that emotionally connect to your clients and speaks to their needs, and frankly, “Blows-the-Doors-Off” anything else you’ve tried, you and your business will experience responses and revenues you never dreamed possible!!!Purchase from Amazon »
Marketing in a World of Digital Sharing: Are you drowning in social media noise and chaos?
Like most marketers, you are drowning in social media noise and chaos. Businesses have simply jumped in without tying social media outcomes to any business objectives. The purpose of this book is to help you: - See how social media fits into your overall marketing strategy - Understand how best to develop social media with allocation among different tools - Figure out the extent to which social media is relevant to your business or department, and how best to implement it given an increasingly digital world of sharing and an empowered customer voice Whether you are a senior manager experienced in social media marketing or a novice, this book will help clarify how social media fits into your overall marketing strategy, how much you should be allocating given the return on investment, and at what time frame you should be looking, depending on the specific metrics adopted. This book will help you focus more and understand all the different elements to which you need to be paying attention. If you are a novice, the glossary and additional resources sections at the end of the book should be helpful.Purchase from Amazon »
Strategic Digital Marketing: How to Apply an Integrated Marketing and ROI Framework for Your Business
Purchase from Amazon »
The Visual Marketing Revolution: 26 Rules to Help Social Media Marketers Connect the Dots
Stephanie Diamond's The Visual Marketing Revolution is the only up-to-the-minute, step-by-step handbook for online marketers who want to take full advantage of today's newest visual tools. Diamond reveals how to develop winning social marketing strategies using visual maps and templates… bring the power of visuals to every business "story" you tell… leverage online visual tools to analyze and improve your results. From mindmapping to Pinterest to Prezi, Diamond covers it all, helping you persuade online with outstanding visuals… tell compelling visual stories through social media platforms… visually guide your online buyer's journey… organize your ideas graphically… leverage presentation tools that go way beyond PowerPoint… make even the most abstract ideas tangible and intuitive… use proven visual tactics for Facebook, Twitter, Pinterest, Google+, mobile apps, sites, landing pages, and more!Purchase from Amazon »
Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This book demonstrates how to harness the power of digital media and use it to achieve the utmost success in business. Including new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.Purchase from Amazon »