21st Century Public Relations

The RACE Digital Marketing Planning Framework We created RACE to help digital marketers plan and manage their activities in a more structured way since we. Marketing topic(s):Digital marketing strategy. Advice by Dave Chaffey.

marketingIO: One Source for All Marketing Technology Challenges. See our solutions. 

Via Marteq

Digest...

Here are five themes for the future which resonated across multiple surveys and form the basis for these predictions. Remember, they are made specifically for large and extra-large companies.

 

1. Customer Experience Will Be the Battleground Marketers Are Fighting Over

In 2016 customer experience will garner the highest level of marketing investment; it is one of three areas in which CEO’s expectations of CMOs will increase the most; and bleeding-edge technologies to improve it will be the top innovation project marketers undertake.

 

2.  How Marketers Use Customer Data Will Determine their Level of Success

Managing, collecting and making use of internal and external data was the second highest area of CEO’s increased expectations for CMOs. Marketers will analyze data less and synthesize it more, leading to better and more actionable conclusions. Distribution of the data to decentralized groups such as brands or business units will occur to allow for informed recommendations/decisions about what action to take.

 

3.  Digital Commerce Will be Inextricably Linked with Marketing

We found that in 25% of organizations, marketing has total responsibility for digital commerce, and in 46% of companies, marketing owns a digital commerce P&L now.  Whether you lead or support your company’s digital commerce efforts, plan for higher investment and a greater role in crafting compelling commerce experiences. 

 

4.  Marketing Will Set the Strategy for Not Just Marketing Technology, But for All Customer-facing Technology

Marketing will be intensely involved in all technology that touches the customer as it works on improving the customer experience with customer service, sales and operations. It already sets the strategy and develops the roadmap for marketing technology in over 90% of companies. In a growing number of companies it is moving into different elements of revenue management, including former sales systems. By the end of 2016, customer-facing technology strategy and roadmaps will be led by marketing in at least one quarter of companies.

 

5.  Marketing Innovation Will Come Out of the Closet

For the second year in a row we found that marketers are setting aside more than 9% of their budget for innovation. Leading a culture of change and company-wide innovation was the third highest ranked increased CEO expectation of CMOs. More marketing executives have innovation in their title.  An increasing number of CMOs manage product development as well as product management. Digital business transformation is causing many industries to shift their business model and offerings to digital vs. physical; putting marketing squarely in the middle of such innovation. 

 

► Receive a FREE daily summary of The Marketing Technology Alert ◄

Via Marteq

Intermediate/ Excerpt...

One of the most powerful management levers is organizational structure. And while many companies are altering their org charts in marketing, to better adapt to a digital world, there isn’t much statistical data out there on what these new org charts look like.

 

Well, the folks at VentureBeat and I would like to change that. So we’re collaborating on a study of the “top layer” of the modern marketing org chart. Here’s your chance to be one of the first people to see the data from that study — by participating in a survey to help us gather it:

http://intel.venturebeat.com/surveys/new-marketing-org.html

 

The most important question we ask is:

What’s the list of titles of the people who directly report to the most senior marketing executive? So, for a large company, you might answer: VP Product Marketing, VP Marketing Operations, VP Customer Intelligence, VP Content Marketing, etc. No names — just titles.

 

____________________________________________________

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

Via Marteq

Digital has shaken up the marketing trade. Today’s marketers find themselves performing their work outside their comfort zone. While the marketing world has changed, the schools that teach marketers have not always kept up with the changes.

Intermediate/ Digest...

Dig­i­tal mar­ket­ing has caused mar­keters to think in terms of the entire cus­tomer expe­ri­ence and mov­ing them on the road from acqui­si­tion and usage to con­ver­sion and even­tu­ally reten­tion and loy­alty. How do mar­keters do this?

 

1. Test­ing is key. You will never get every­thing right. Know­ing how and what to test becomes para­mount. You need to be agile, and in a world of dig­i­tal, the mar­ket­ing depart­ment needs to become a test­ing machine.

 

2. You need to know what tools are avail­able that can assist in doing your job. It is not nec­es­sary to have a full under­stand­ing of the tech­nol­ogy. Instead, you need to know what’s avail­able. You need to have some knowl­edge of social sen­ti­ment and influ­ence, tar­get­ing, per­son­al­iza­tion, media opti­miza­tion, Web man­age­ment, and more.

 

3. You need to know how to cap­ture data, trans­late it into insight, and inter­pret it. You need to fig­ure out ways to go from data to insight to action.

 

4. You need to be skilled in break­ing down silos and work­ing effec­tively with cross chan­nels, cross media, and pri­vacy and secu­rity concerns.

 

____________________________________________________

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

Via Marteq

The short version: the above graphic is the latest incarnation of my marketing technology landscape supergraphic (click for a high-resolution 2600×1950 version, 4.7MB).

Via Marteq, Ally Greer

To come up with the Hot Marketing Tips for 2014, I turned to CMOs, authors, CEOs, and even a Dean. I asked the experts to provide their top tips for CMOs as we move from 2013 to 2014.

Advanced/ Digest...

Below are 5 of the best ideas (and a bonus one) that range from career to management to marketing advice.

 

Tip #1: Think ‘Cloud’ First

CMOs in 2014 need to think ‘cloud’ first as the vast amount of channels, systems, media and networks that make marketing ‘work’ will grow even more over the next 12-24 months. Being able to integrate systems and reconcile data on a daily basis is the only way the CMO’s business will stay aligned with the speed of today’s audience/consumer.”

 

Tip #2: Bias for Action

Marketers will be well served by getting into the market quicker, reading results faster, and being more agile in action.

 

Tip #3: Don’t Fall Behind While the World Moves Ahead

The technologies and data sources for tracking (marketing fundamentals) are changing at warp speed.  Failing to keep up is a certain recipe for falling behind, but today’s environment offers many more ways to stay abreast than in years past. 

 

Tip #4: Learn Google Analytics

Every CMO with a strong online presence should be fluent in how to analyze, understand and evaluate at a high level their online traffic.  This skill is necessary to ‘walk the talk’ with their team and gain credibility with senior executives. Should a CMO routinely spend time in Google Analytics? Probably not, but understanding the concepts of online analytics will make a CMO more effective in all aspects of their job.

 

Tip #5: Don’t Focus on Profit at the Expense of Growth

Many smaller / mid-sized firms are so worried about the bottom line that they adopt a state of analysis paralysis when it comes to planning for the future. Focusing on profit while ignoring the planning that can lead to growth can be costly and prevent the executive from achieving long(er)-term business goals.

 

Bonus Tip: Drive More Revenue from Content Marketing

The power of content marketing comes from leveraging the rich data captured within marketing automation to better educate and convert prospects to qualified leads and high value sales. CMOs that approach content marketing strategically, with disciplined processes and alignment to revenue will generate more value from the technologies already in place that are severely under-utilized.

 

__________________________________

► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

Via Marteq

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

Via Marteq

Advanced/ Digest...

But my earlier perceptions play out the challenge that marketers face–everyone  thinks they can market.  As a result, we are constantly on the defensive, trying to convince people of the value we provide. Sometimes, this goes too far—where we define marketing as being the hub of the business, trying to get over our own inferiority complex by making everything else inferior to us.   As I hear more and more talk of marketing having “revenue responsibility,” I worry that this is going to far.   Sales has revenue responsibility.  Marketing’s job is to make it easier for sales to sell and customers to buy.  But if we broaden the scope of marketing too far, we are doing what was done to us—devaluing key roles and functions in the business.

 

When you think of marketing this way, the role is pretty broad.  Its about contributing to what is being created.  Its defining who the target customers are and the value they can expect to receive.  It’s sharing the story broadly so that the job of your sales channels (whether ecommerce, direct, or indirect) get easier.  You want to be that favorite author–the one who fans wait impatiently for their next book or story and tell all their friends about.

 

Whether you like my definition or hate it, the big thing is to get over marketing’s inferiority complex.  Refute definitions that define marketing based on a single tactical activity.  Participate in strategic discussions and fight hard for the good of the brand and brand promise.  I recently advised one client that has an incredible track record of successful implementations that that was a claim to stand behind.  And, if any of their product lines did not match that standard, they should either be  divested or work must be done to the product or services to get to the level of the other products.   That is marketing driving strategy and it makes sense.

 

____________________________________________________

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

Via Marteq

Advanced/ Excerpt...

Looking at the latest marketing technology landscape, you might ask yourself, “How the heck do marketers make sense of all of this?” Increasingly, the answer is: they have a chief marketing technologist.

A terrific new research report by Laura McLellan of Gartner, How the Presence of a Chief Marketing Technologist Impacts Marketing, confirms that this senior hybrid role — “part strategist, part creative and part technologist” and “broadly the equivalent of a CTO and a CIO dedicated to marketing”— is growing in popularity. Within large companies — more than $500 million in annual revenue — 81% of them now have a chief marketing technologist role, up from 71% just a year ago. Another 8% expect to add that role within the next 24 months.

___________________________________

► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!

 

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox:  http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).

Via Marteq

Intermediate/ Excerpt...

1. True/False: The most effective B2B marketers use an average of 3 social media platforms.

2.  True/False: Over 70% of B2B content marketers are producing more content than they did a year ago.

3. True/False:  B2B reviews are expected to transform themselves and mimic B2C review forums, creating a crowdsource platform to narrow down vendor potentials.

4. True/False: Google+ and Slideshare will remain ineffective channels for content distribution in 2014.

5. True/False: According to Social Media B2B, companies that consistently blog generate 2o% more leads per month than those who don’t.

6. True/False: CMOs and CIOs should be joined at the professional hip.

7. True/False: Mobile marketing is only for the B2C marketplace. B2B marketers should focus on desktop.

8.  True/False: According to Google, high-quality content is more crucial to content marketing success than keyword stuffing.

9. True/False: Native advertising will start to take a back seat in 2014.

10. True/False: 52% of B2B leads are never called.

 

__________________________________

► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

Via Marteq