Q and A … Eloqua’s Steve Woods on ‘Digital Body Language’

In this Q and A with Propelling Brands, Eloqua CTO Steve Woods talks about his new book, Digital Body Language — Deciphering Customer Intentions in an Online World, which presents a new way for marketers to think about their roles and how they engage with customers in the Internet age. In this book, Woods shows “… that, by embracing the concept of digital body langauge, marketers can re-engage with sales colleagues on a more strategic level and increase their value to the enterprise.”

Read Full Post »

Top 20 Integrated Marketing Management Platforms 2 of 3: Assessing Marketing Needs + Evaluating Vendors

This is the second in a three-part series of posts on integrated marketing management platforms. In this post, Adam Needles presents high-level thoughts for marketers on approaches to analyzing their needs and to selecting a platform that is the right ‘fit’ for their organization.

Read Full Post »

Marketing Technology and Marketers … An Invitation to Participate in a New Book

I am in the process of writing a book – tentatively titled Connected Marketing – that is for marketers, that covers the topic of marketing technology and that is meant to help marketers deploy and use technology in a substantially-different way than they do today. What are your thoughts on the direction I’m taking? What else should I be considering, researching or thinking about to maximize the value of this book to marketers? This piece presents my initial outline and invites feedback.

Read Full Post »

Q and A … IBM’s Sandy Carter on ‘Marketing 2.0’

In this Q and A with Propelling Brands, IBM executive Sandy Carter talks about her new book, The New Language of Marketing 2.O: How to Use ANGELS to Energize Your Market, which delivers a ‘tool box’ for marketers — presenting a normative framework, together with numerous case examples from companies in a variety of B2B and B2C industries, to help marketers think through integrating social media into their existing marketing programs.

Read Full Post »

Why ‘Cloud Services’ Matter to Marketers

What are cloud services … really .. and how can they help marketers gain control over customer-brand dialogue and achieve a holistic view of their brands through intelligent integration of Marketing Infrastructure? Adam Needles explores the potential of cloud services to help marketers finally start to get a handle on the myriad IT and Internet-based resources, communication channels and data sources necessary to execute complex, integrated marketing communication programs … without needing to become experts in the technology.

Read Full Post »

Q and A … Aric Rindfleisch on ‘Customer Co-creation’

Adam Needles presents a Q&A with Professor Aric Rindfleisch, who has recently authored a groundbreaking paper, titled “Customer Co-creation: A Typology and Research Agenda,” which we are fortunate to be able to share on this blog.

Read Full Post »

Marketing Personalization 3.0 – ‘Co-creation’

The future evolution of marketing personalization and the shift towards co-creation will not happen overnight; however, it is un-arguably happening. Normative frameworks, customer needs and technology are converging to make this possible. Marketing Personalization 3.0, through co-creation, offers the ability to improve customer-brand engagement, increase marketing ROI and fundamentally upgrade the profitability of many businesses. Adam Needles helps marketers remain aware of this evolution, look for opportunities to integrate co-creation into their marketing and be prepared to embrace technologies, such as semantic analysis and social graphs, that will help them better connect with their customers efficiently and effectively.

Read Full Post »

Who’s Propelling Ideas … Hayes/Malone on Marketing 3.0

What do Tom Hayes and Michael S. Malone mean by Marketing 3.0? Hayes and Malone argue that marketing participation on the modern Web and in social media platforms requires a new marketing mindset. “A very different set of tools, concepts and practices is needed. Call it Marketing 3.o.” Adam Needles examines this premise and relates it to key evolution in brands and marketing.

Read Full Post »

Top 20 Cross-channel Marketing Execution Platforms?

Adam Needles presents initial thoughts on a working list of leading cross-channel marketing execution management platforms. This piece is focused on (1) better identifying the state of this technology segment, (2) building out the list and (3) presenting insights into their strengths and weaknesses.

Read Full Post »

Marketing Personalization 2.0

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. 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. Adam Needles examines how marketers can make both scale and personalization co-exist as hallmarks of every marketing program?

Read Full Post »