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Posts Tagged ‘mobile marketing’

Over the past few months I’ve checked in with a number of current and past colleagues and acquaintances who work at a variety of marketing services agencies — PR, ad agencies, social-media firms, brand consultancies, etc.  In addition to the usual pleasantries, our discussions could not help but touch on the state of the industry.  I’ve also seen and commented on a growing critical mass of news articles and blog posts on the future of advertising and PR  firms.

iStockphoto

Source: iStockphoto

What has been interesting about all of this dialogue, both online and off, is one consistent theme:  The business environment for ‘traditional’ agencies is changing … radically … and overnight. 

“I hear death is imminent for your business model, in fact I’ve heard the industry itself might be beyond repair,” commented Kyle Flaherty, a former PR agency professional and current tech-industry marketing director (now on the ‘client side’), in a December post on his Engage in PR blog.

What is causing this ‘plague’ of Biblical proportions throughout the agency world, and how can agencies overcome this situation by preparing for the next-generation of client expectations?

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In my recent Marketing Personalization 2.0 blog piece, I spent some time talking about what I referred to as ‘cross-channel marketing execution management platforms.’  This is a technology segment that is of particular interest to me for two reasons.

First, as someone who has run integrated marketing communication campaigns that have included elements as diverse as PR, live events, direct e-mail, salesforce materials and blogs, I recognize that managing a consistent marketing campaign across mediums is tough.  This is particularly the case when it comes to ensuring outbound continuity of brand presentation, while also personalizing content to the customer, and achieving comparable metrics for campaign effectiveness analysis across mediums.  Getting a normalized sense of ROI remains the Holy Grail.  So I think that every marketing leader has a vested interest in the advancement of the ‘state of the art’ in this technology area. 

Cross-channel Marketing Execution ManagementSecond, related to the first point and complicating matters a bit, as marketers we are only being asked to handle and operate across more mediums over time, not less.  Platform provider Eloqua claims on its Web site, “According to industry surveys, 34% of marketers cannot execute a coordinated, integrated, multichannel marketing campaign.”  I hope this isn’t true, because it is a sad state for marketing if it is.  Operating diversified, integrated marketing communication campaigns are a way of life, not an option.  And with the explosion of social media and social networking technologies and platforms, our lives are only more complicated and fragmented.  So we not only have a vested interest in this technology area, it will rapidly become the keystone for execution.

So I wanted to devote some time in this post to:

  1. better identifying the state of this technology segment,
  2. building out a ‘definitive list’ of the major providers, and
  3. presenting insights into their strengths and weaknesses.

But I’m hoping to do this is a collaborative fashion, and this is where I invite your assistance.  Please help review my initial entries on the list and provide suggestions on who else should be included.

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I was doing some research over the past week related to best practices for shaping customer-brand experience, and it made me think more about the state of marketing personalization.  The whole point of marketing is to build a relationship between a customer and a brand through which both the customer and the company behind that brand derive benefit.  It is a direct, one-on-one and mutual commercial exchange; for the customer, the brand is experienced at a very personal level.  In fact, we may aggregate data about brand perceptions for larger populations, but the basic unit of measuring brand experience remains something that occurs at the individual level.

That’s why “[e]xperiences need to be designed for individuals,” advocates Bruce Temkin, Forrester Research‘s principal analyst for customer experience in his blog-published book, The 6 Laws of Customer Experience.  “While it may not be possible to individualize every interaction, focusing on narrow segments (like Personas) is critical.”

Yet so much of marketing practice and technology infrastructure seems to focus on de-personalizing and scaling marketing communication to as large of an un-segmented population as possible – a trend decried by marketing pundit Seth Godin.  We extract the individual and disregard his/her personal experience.  We engage in shotgun marketing.  Why is that?

I’m not saying that as a marketer we shouldn’t attempt to reach a scale audience.  Quite the opposite, we should absolutely shoot for scale, but I’d argue it’s how we build that scale that is critical.  We need to do it one customer at time … which is the point of personalization.

How can we make both scale and personalization co-exist as hallmarks of every marketing program?

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The challenge of any marketing strategy is that as marketing leaders we always face the great ‘leap of faith‘ that you can’t get over.  We try to design marketing programs that coincide with right place, right time and right target audience.  And we have binders full of statistical, demographic and ethnographic insights that we use to justify this triangulation.  But it all remains a guess.

Further, our target customers don’t choose to participate in a given media or social-networking channel saying, “I hope my favorite brand will market to me there!”  They choose these channels out of their own personal and professional interests and needs. 

Finally, their choice of channel constantly changes over time.

Thus the underlying issue is that our brand communities are mobile – not just in the phone sense but in the holistic sense.  And it’s our challenge and opportunity as marketing leaders to figure out how to keep up with them.  Yet many of our legacy approaches, processes and platforms do not enable this; instead, they focus more on the medium, rather than the brand community relevance.

What can we do to help solve the ‘mobility’ problem and better center our marketing on brand communities?

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What does the aggregate US and global economic crisis really mean for digital and new-media initiatives by marketers?  The Wednesday, October 15, edition of The Wall Street Journal carried an hysteria-driven article by reporter Emily Steel, who commented, “Financial woes likely will derail the growth of a slew of advertising technologies that until recently were being hailed as the next big thing.” 

Is this really true?

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