Friday, 30 March 2007
The agencies have a key role to play here in bringing these digital paths to their clients and creating the environments in which small scale test and learn strategies enable marketers to see the benefits of opening conversations with their consumers in more enlightened and interactive ways...
Wednesday, 28 March 2007
Monday, 26 March 2007
it's called SquidOffers and there is more information here.
Friday, 23 March 2007
quantify and measure the value of marketing programs and investments. Improve their efficiency and effectiveness and, finally, grow customer insight and conversations.
And how would they see technology helping?
CMO's Top 10 Technology-Enabled Marketing Initiatives in 2007
- Marketing performance measurement dashboard
- Email campaign management
- Lead generation qualification or reactivation
- Customer relationship management
- Customer intelligence and analytics
- Sales and marketing integration tools
- Viral word of mouth
- Marketing resource/process management
- Customer networking and affinity building
- Loyalty and rewards
Source: CMO Council Marketing Outlook 2007
Wednesday, 21 March 2007
Tuesday, 20 March 2007
AdSense publishers will be able to opt-in to display PPA ads from Google, they also get to preview the ads, including company name, logo etc, before the ads go live.
This has long been rumored - I will be watching it closely.
Monday, 19 March 2007
As Jim Stengel from P&G pointed out recently the future will be built around interactive (conversational) technologies - specifically mobile, word-of-mouth, and customer co-creation of brand experiences. He talks of turning the world's largest marketer into a starter of conversations...
Somewhat earlier, the Cluetrain Manifesto written in 1999, established 95 theses - I have listed the first 10 - the remainder are here:
- Markets are conversations.
- Markets consist of human beings, not demographic sectors.
- Conversations among human beings sound human. They are conducted in a human voice.
- Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.
- People recognize each other as such from the sound of this voice.
- The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
- Hyperlinks subvert hierarchy.
- In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.
- These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
- As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
Saturday, 17 March 2007
Brad Wilson, general manager of Microsoft CRM confirmed that usability and interoperability with other office applications will be a central focus:
"In the last 10 years, companies have spent a lot of money on deploying CRM
technology and solutions," , said during a presentation. "It takes too long to
deploy, it's too difficult to align business and IT. Probably the biggest single
issue is you've gone through all this time and expense and people don't use it."
Monday, 12 March 2007
Nokia have announced the launch of a revolutionary way to advertise on the mobile – removing the barriers of working with many different operators across different markets (and of course within the same market) and increasing essential targeting and optimisation capabilities…. The Nokia ad service can potentially work on all Nokia handsets regardless of the operator. So advertisers get one company to deal with and they can target customers effectively because the gateways are run by Nokia… The keys are:
- Virtually global reach
- Simplicity for the advertiser
- Advertisers can optimize their spend by delivering specific ads to target groups in specific markets
- Consolidate metrics
- Relevant (and therefore effective) messages to the customer
Read more here.
Thursday, 8 March 2007
Monday, 5 March 2007
In an interesting post on the Communities Dominate Brands blog the authors discuss mobile as the 7th mass media. Inherent in their findings are massive opportunities for relationship marketers.
- It is the first truly personal mass media. IT'S MY PHONE....
- It is the first always-on mass media. The mobile is the ultimate alert and news media, faster by several orders of magnitude over any other media.
- It is the first always-carried mass media.
- It is the first mass media with a built-in payment mechanism. Even on the Internet, payment always required setting up a separate payment system like Paypal or giving long number series of credit card info etc. Hardly "click-to-buy". But on mobile, it is that
- It uniquely offers the media audience the input tool at the point of inspiration.
Friday, 2 March 2007
- Customer relationship management tools organize customer and prospect contact
efforts and govern the usage of applicable data across the sales process
- Database segmentation tools provide a foundation for the storage and profitable
use of customer and prospect data, whether for prospecting or predictive
modeling purposes; and
- Marketing automation platforms serve as a “highway”
that organizes the flow of data, resources and strategic intent throughout the
The authors (rightly IMHO) identify the challenge as being to use these tools in such a manner that generates true incremental value. Technology available today can help build campaigns that listen and adapt themselves to better meet the evolving expectations of their audience. The challenge is to design listening strategies that intelligently leverage these capabilities....