A holistic view of Digital Marketing

Apr 27, 2013 | No Comments

We’re at an exciting point in the age of digital marketing, as the convergence of data brings together easy-to-read dashboards reflecting digital advertising (PPC), Search Engine Optimization (SEO) and Social Media Marketing (SMM). New measurement tools, coupled with existing website-based tracking software, marketing automation and Customer Relationship Management (CRM) software tools are providing marketers with amazing

Is Your Digital Advertising On Track?

Apr 22, 2013 | No Comments

Advancements in online advertising have revolutionized sales and marketing – due to the data that can rapidly be generated. Tracking and reporting online from Google Adwords, Facebook Ads and other Pay-Per-Click (PPC) channels give advertisers the tools they need to build and manage campaigns with precision, reacting nimbly to A/B testing and improving conversion. Yet,

Make your advertising allocation work harder for your company

Mar 13, 2013 | No Comments

The hype surrounding big data has been based not only on consumer insights, including   their complete profile and persona, but also around their purchasing behaviors. Understanding where advertising dollars are allocated, and where the corresponding influence and conversion are realized is all part of the “big data” story. I recently enjoyed Advertising Analytics 2.0 in

Contextualization, Data and Customer Loyalty

Feb 27, 2013 | No Comments

I recently came across a Forrester paper entitled “Contextualization” which I was able to download from Baynote.com. This piece by Ron Rogowski, Stephen Powers and Anjali Yakkundi is a concise and eye-opening statement about the true power of marketing, analytics and context of buyer experience. If you’ve ever struggled to stay focused on the moving

With Increase in Advertising Spend, Will There Be an Increase Communicating with the Correct Targets, not just ROI?

Jan 23, 2012 | No Comments

A rebounding economy has Kantar Media reporting an increase in ad dollars from B2B advertisers, according to an article by Kate Maddox in BtoBonline. But is this 7.5% increase a cost- of- living increase for the media outlets and agency, or is it truly reflective of an uptick in the economy or a better investment

Assessing Your Market Through Brand Analysis

Dec 6, 2011 | No Comments

One of the most important aspects of a brand’s survival is the understanding of the competitive environment and where your brand fits in. A marketing research company can uncover differences in business structure, manufacturing and sourcing, capital initiatives, and go to market strategy. Crafting a meaningful and actionable strategic plan, arising out of this research

Integrated Marketing Communications

Nov 4, 2011 | No Comments

Many companies use a disjointed, shotgun approach for delivering marketing communications messages. Communications such as print ads, email marketing, and PPC banner ads may appear to be coming from different companies, even though the messages are originating from a single department. There are many benefits in conducting a marketing communications program where strategic marketing message(s)

Big brands use their clout to collect and leverage information

Oct 14, 2011 | No Comments

One of the most startling trends of the year is demonstrated by large corporations such as IBM and American Express (AmEx) in their new thought leadership initiatives. AmEx has created the Open Forum where a new social community is developing. The marketing gurus at AmEx were smart, they invited thought leaders to participate, be featured,

A commitment to marketing automation

Sep 27, 2011 | No Comments

As Chief Marketing Officer, I have the opportunity to review and implement marketing automation solutions. Whether you choose Eloqua, Marketo, Pardot, Aprimo, SilverPop, or InfusionSoft, first and foremost, investing in any marketing automation software is a commitment to ongoing marketing and the time, content, and thought power required to ‘feed the machine.’ The solution will

Pervasive marketing trends: increase spend across interactive channels

Sep 10, 2011 | No Comments

According to an August 2011 report by Shar VanBoskirk, Forrester, “By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising spend as they are embedded in the marketing