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Look for technology and marketing thought leadership every month from Marketing Magnified.
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2013 Online Advertising Performance Outlook
According to 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measurable medium in the history of marketing…Hobbled by nascent technologies, inconsistent metrics and a reliance on outdated media models, marketers are failing to tap the digital world’s full power.”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 journal went on to state that “unless this problem is addressed, the inability to make accurate measurements of digital advertising’s effectiveness across channels and consumer touchpoints will continue to promote the misallocation of media budgets and to impede the industry’s growth.”
The CMO Council and Vizu, a Nielsen company, have collaborated 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 measurement. The white paper features findings developed by Nielsen from a survey fielded by the CMO Council and focuses on showcasing the growth, challenges and opportunities the digital media channel offers leading CMOs around customer acquisition and engagement. The white paper highlights the challenges digital presents, as well as best practices among marketers to provide insight into ways to maximize the impact and reap the full benefits of digital marketing efforts.
MRM Year In Review: Mobile Advertising Bright Spots in 2012
All signs are pointing to mobile as the preferred channel of choice for engaging device-dependent customers. As marketers look to understand, test, leverage, exploit and measure mobile advertising, there is also a call for best practices in how this integrates with both online and offline customer acquisition and relationship-building initiatives.
To answer this call, the CMO Council has identified a collection of brand leaders in its latest whitepaper, entitled “MRM Year in Review: Mobile Advertising Bright Spots in 2012.” The paper also includes media consumption insights gathered by InMobi, On Device Research and Decision Fuel.
Some of the issues addressed in this white paper include:
- Consumer reactions and sentiments to mobile advertising
- Preferences and expectations of mobile experiences
- Leading brands connecting web to mobile engagements
- Adoption of rich media as a key mobile engagement strategy
To continue the conversation and stay up to date on the CMO Council’s push into mobile,
be sure to bookmark our website dedicated to mobile relationship marketing (www.mrmstrategies.org).
Advancing Analytics: Bringing Business Intelligence to Fuel Marketing Brilliance
The Chief Marketing Officer (CMO) Council has launched a new report today entitled “Advancing Analytics: Bringing Business Intelligence to Fuel Marketing Brilliance.” This report highlights best practices in analytics, challenges marketers face and the critical steps needed to improve marketing performance and amplify the overall customer experience.
Marketers today are challenged with how to effectively aggregate data sources that must collect both structured and unstructured data, in addition to identifying those streams of data that are actually critical to improving engagements and experiences with customers. And while there is no shortage of data, the key is to have a view into those points of intelligence that can most impact each step of the customer experience.
According to our recently released “State of Marketing 2012”report, 43 percent of senior marketers plan on enhancing their existing marketing teams with new talent to manage marketing data and customer analytics. Marketers are also advancing their personal understanding of customer intelligence and marketing analytics as a key route to furthering their leadership and professional development. “Advancing Analytics: Bringing Business Intelligence to Fuel Marketing Brilliance” illustrates in greater detail the steps that marketers are taking to gain maximum value from this critical source of customer information.
The full, complimentary report is available now for download.
Authority Leadership Marketing: Making Content the Cornerstone of Customer Engagement and Relevance
Customer-centric content and authority leadership are critical to building brand trust, accelerating lead acquisition, and shortening selling cycles. This article from a leading practitioner of content marketing demonstrates how B2B leaders like Symantec, Oracle, Cognos, SGI, and others are using peer-powered, insight-driven content campaigns to engage target audiences around highly relevant topics and conversations that drive measurable brand and business results. This is the first in a series of original articles and reports from leaders in the field of content marketing brought to you by the CMO Council’s Content ROI Center.
Mobile Relationship Marketing
As the most pervasive channel of communications and targeted engagement on the planet, the mobile phone reaches more than 5 billion users globally. The mobile channel is an unprecedented opportunity to reach both developed consumer markets in new an intrusive way, and developing regions that cater to a previously untapped, unreachable, and unbanked mass of humanity. The Big Brands Embrace the Move to Mobile Relationship Marketing white paper explores how global mobile marketing can open up vast new opportunities for big brand marketers, consumers, and loyalty leaders alike to benefit from more personalized, immediate, relevant, and environmentally responsible mobile communications. See how marketers and consumers are beckoning for new digital, mobile touch points that can bring individualized value to billions of readers, responders, and recurring shoppers.
CLOSE Invention Session: New York
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The CMO Council released a white paper detailing the overview and wrap up summary, speaker and session presentations and graphic recordings from the CLOSE Invention Session Workshop in New York City.
CLOSE Invention Session: Sydney
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The CMO Council released a white paper detailing the overview and wrap up summary, speaker and session presentations and graphic recordings from the third CLOSE Invention Session Workshop in Sydney, Australia, on April 16, 2008.
CLOSE Invention Session: Palo Alto
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The CMO Council released a white paper detailing the overview and wrap up summary, speaker and session presentations and graphic recordings from the seventh CLOSE Invention Session Workshop in Palo Alto on May 12, 2008.
CLOSE Invention Session: Paris
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The CMO Council released a white paper detailing the overview and wrap up summary, speaker and session presentations and graphic recordings from the sixth CLOSE Invention Session Workshop in Paris on May 27, 2008.
CLOSE Invention Session: London
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The CMO Council released a white paper detailing the overview and wrap up summary, speaker and session presentations and graphic recordings from the second CLOSE Invention Session Workshop in the UK on February 12, 2008.
Unify to Multiply: Marketing Ecosystem Effectiveness
Marketing must embrace the mandate for real-time adaptive marketing. Yet, in today’s increasingly complex, distributed and digitally driven marketing ecosystem global marketers are being challenged to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. Becoming more agile at exploiting opportunities, pre-empting issues or threats, as well as leveraging new consumer shifts, trends and news developments makes “on-demand” marketing planning and operational flexibility a critical competency in brand marketing organizations. The Unfiy to Multiply strategic brief shares perspectives of how leading brands are dealing with the complexity of the ecosystem and identifies the top 10 ways marketers can add value by embracing real-time, adaptive marketing models and practices.
Thinking Out of the White Box
Published in March 2003, this study provides a look at the new technologies and customer hot buttons driving the market for computers and systems delivered by system builders, or so-called "white box" providers. This channel, which sells nearly a third of PCs in U.S. and 58 percent worldwide, shows its marketing muscle and optimism through insights revealed in a compelling new survey.
The State of Marketing Synchronization: 7 Key Findings
This paper, published in February 2003, was the first in an ongoing study designed to reveal key insights and best practices in marketing synchronization. Initial results divulge seven key findings, gained through interviews with a wide cross-section of marketing professionals. The data gathered provides some encouraging results and trends in the marketing function, along with highlighting some key areas of concern that are inhibiting true synchronization. This paper also reveals that there may be significant differences in marketing synchronization between small companies (those with fewer than 50 employees) and medium - large companies (those with 50 or more employees).
Value-Based Brand Measurement and Management
This paper, written by Jonathan Knowles and published in April 2003, details a recent breakthrough in how to measure the intrinsic equity in brands and how to relate brand equity to financial value creation.
The Marketing Dashboard: Measuring Marketing Effectiveness
Measuring the ROI of marketing has historically been a difficult, if not impossible, undertaking. This paper, published in February 2003, addresses the reasons for this and reviews the concept of the "marketing dashboard" that is gaining popularity among some of North America's leading marketers. By adopting a strategic view of marketing as a business enabler, rather than a cost, marketing leaders are able to improve their accountability along with the strategic value of the marketing function.
CLOSE Invention Session: Brazil
The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing.
The CMO Council released a white paper detailing the overview and wrap up summary, speaker and session presentations and graphic recordings from the first CLOSE Invention Session Workshop in Brazil on April 29, 2008.
