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January 2013

Telco Marketers Lead The Charge For New Markets

Marketers in the $1.3 trillion global telecommunications industry are being both challenged and enabled by free over-the-top (OTT) communications service providers, such as Google, Skype and Facebook, according to a report from the Chief Marketing Officer (CMO) Council.

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Telco Marketers Striking Deals With OTT Providers

Over-the-top players are increasingly being courted for partnerships and revenue-sharing opportunities by fixed and mobile operators, claims a new report from the Chief Marketing Officer (CMO) Council. 44 per cent of telco marketers confirmed they are actively exploring deals with OTT service providers.

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Competitors, Roles Changing For Telecom Marketers

Having previously seen the providers of free “over the top” (OTT) communications service (such as Google, Skype and Facebook) as competitors, many marketers within telecommunications companies have turned a corner and are starting to view them as partners for other sources of revenue streams.

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Just Because You Want To Own The Customer Experience, Doesn't Mean You Should

The customer experience is a holistic entity that can neither be owned nor borrowed. Instead, it’s like a garden, which can be tended to and cultivated by consumers, marketers, brands and really anyone who comes in contact with the consumer. While seeds can be planted, watered and weeds can be pulled — the only way that the customer experience can truly flourish is if everyone comes together.

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Telco Marketers Court OTT Players

Communications service providers are learning that when it comes to over-the-top services, they can't beat the big names like Facebook, Skype, and Google, so they have to find out how to join them. This was the biggest attitude shift observed in the CMO Council's latest survey of 222 marketers in the telecom field, including wireline and wireless operators, Internet service providers, fiber optics network operators, and cable and satellite companies. It also conducted in-depth interviews with big players like AT&T, Bell Canada, Deutsche Telekom, Etisalat, and Vodafone.

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5 Ways Business Still Fails The IT Organization

Marketing, you see, doesn't think it has a technology problem, and if it does, it doesn't see the IT organization as the fix. In its excellent State of Marketing 2012 report, the CMO Council asked marketers about the organizational or operational changes they plan for this year. Just 10% cited "improve alignment and collaboration with IT."

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LivingSocial CMO Showcases Diverse Career Path Needed For Today's Leaders

As his career path and his new role demonstrate, CMOs today must broaden their expertise well beyond traditional marketing by developing the coveted technology and social-media skills that translate into digital connectivity to enhance customer understanding and customer experience. According to the CMO Council's recent "State of Marketing report," nearly two-thirds (63%) of senior marketers are looking to solidify their social-media strategy in 2013, yet only 18% feel that they have the skills, talent and budget to fully exploit the potential of digital customer engagement.

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What Oracle's Plan To Acquire Eloqua Means For Marketers

Marketing is white hot. Last month, the CMO Council declared 2013 “The Year of the Marketer.” Earlier, Gartner had predicted that by 2017, CMOs will spend more on IT than CIOs do.

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Australian Marketers Should Make Mobile Their New Year's Resolution

In the next five years, Experian predicts more than 50% of marketing budgets will be associated with mobile, as above-the-line channels continue to become more interactive and engaging - but it’s a far cry from where Australian marketers are today.

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Why 2013 Is The Year Of The Marketer

2013 is now “officially” The Year of the Marketer. According to the Council’s sixth annual State of Marketing audit, CMOs are now overwhelmingly positive about their roles and functional areas, with more than 50 percent reporting budget increases and nearly half anticipating hiring new talent.

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Could You Do More To Engage Local Customers?

According to a recent report from the CMO Council, upward of eight in 10 brands (86 percent) of national marketers plan to explore new ways to modify, create, adapt and localize their initiatives to better engage prospects on a local level.

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Digital Marketing: The Future

Lack of money holding business back as it treads carefully, says industry report. Executives in China expect digital marketing will boost their businesses as advertising costs on television and radio surge. Companies are set to spend more in the sector in 2013, an industry report shows.

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2013: Year Of The Marketer As CMO Council

The last audit of the CMO Council, Marketing Executives organization is optimistic for 2013. The study “State of Marketing” reveals that marketing budgets increase to 50% of respondents and customer relationship remains at the heart of strategic planning.

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Upwardly Mobile

With the number of global mobile phone subscribers set to hit 6.5 billion by the end of this year, brands are increasingly seeing mobile relationship marketing (MRM) as a critical area for gaining competitive advantage, according to a new study from the Chief Marketing Officer (CMO) Council.

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Nearly One Third Of Online Consumers Trust A Stranger Over A Brand

According to an infographic from DKNewMedia with data culled from Forrester, 32% of online consumers trust a stranger's opinion on public forums or blogs more than they trust branded advertisements and marketing collateral. This is just one stat from a far-reaching content marketing infographic and I will share the entire thing with you below - but after reading over the entire thing, this one stat jumped off the screen.


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Connecting The Multichannel Marketing Dots

Today’s digitally savvy customer has thousands of potential access points to a company, resulting in an insurmountable volume of customer interactions via an ever-growing number of channels. In addition, with a variety of external informational sources, data about your company and products is readily available, making it seemingly impossible to understand your customer’s baseline knowledge.

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December 2012

Amplifinity Continues To Forge Ahead In 2013: Former Compuware Global Marketing VP, Larry Angeli, Is Appointed Amplifinity Senior VP Of Sales And Marketing

Amplifinity, a pioneer in social marketing software, today announces the appointment of Larry Angeli as Amplifinity Senior Vice President of Sales and Marketing. Previously Vice President of Compuware Corporation’s Healthcare Industry Solutions, responsible for Compuware’s global healthcare business, Angeli also served as Compuware’s Vice President of Worldwide Marketingfrom 2003-2008.

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Digital Marketing In 2013: Predictions From 86 Industry Luminaries

It's that time again: recently turned to its ever-growing array of savvy contributors and colleagues and asked them what they envision the new year will bring for the digital-marketing world.

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Santa's Lucrative Business Model Delivers The Goods

Santa has an unblemished reputation for “delivering on the promise” and delighting the customer. With a firm deadline to hit (December 24th) there is no margin for error. A study by CMO Council of the global top consumer brands found that only 4 out of 10 top brands retains 50% or more of their “highly loyal” customers. Yet Santa defies these odds.

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The Marketing Week

Welcome to The Marketing Week, your guide to the good, the bad and the downright bizarre marketing highlights of the last seven days.

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