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Maddy Wood

B2B Tech Marketers Ahead Of The Content Marketing Curve | CMO.com - 0 views

  • B2B Tech Marketers Ahead Of The Content Marketing Curve
  • For B2B technology marketers, original content is becoming a more critical tool to create continuous conversations with customers as they balance a complex mix of formats delivered both digitally and through live events.
  • So marketers have to provide a "curriculum" of materials that educate prospective buyers throughout the purchasing pro
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  • "You really have to cut through the clutter," and social media has raised the expectation that content will be focused on customers' interests.
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    For B2B technology marketers, original content is becoming a more critical tool to create continuous conversations with customers as they balance a complex mix of formats delivered both digitally and through live events. CMI's 2013 benchmark report found that, overall, B2B marketers are spending 33 percent of their budgets on content marketing, and more than half (54 percent) plan to increase their spending the next year. Social media is the most popular tactic, employed by 87 percent of respondents, followed by articles on company Web sites, e-newsletters, blogs, and case studies. But use of most tactics, especially research reports, video, mobile content, and virtual conferences, are rising. Read more: http://www.cmo.com/budgeting/b2b-tech-marketers-ahead-content-marketing-curve?cmpid=TT170#ixzz2EBo4Qofx
Antony Mayfield

Nike's new marketing mojo - Fortune Management - 0 views

  • Once upon a time, the hush-hush plans and special-access security clearance would have been about some cutting-edge sneaker technology: the discovery of a new kind of foam-blown polyurethane, say, or some other breakthrough in cushioning science. But the employees in this lab aren't making shoes or clothes. They're quietly engineering a revolution in marketing.
  • Nike Digital Sport, a new division the company launched in 2010.
  • On one level, it aims to develop devices and technologies that allow users to track their personal statistics in any sport in which they participate. Its best-known product is the Nike+ running sensor, the blockbuster performance-tracking tool developed with Apple (AAPL). Some 5 million runners now log on to Nike (NKE) to check their performance. Last month Digital Sport released its first major follow-up product, a wristband that tracks energy output called the FuelBand.
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  • But Digital Sport is not just about creating must-have sports gadgets. Getting so close to its consumers' data holds exceptional promise for one of the world's greatest marketers: It means it can follow them, build an online community for them, and forge a tighter relationship with them than ever before.
  • Nike's spending on TV and print advertising in the U.S. has dropped by 40% in just three years, even as its total marketing budget has steadily climbed upward to hit a record $2.4 billion last year. "There's barely any media advertising these days for Nike," says Brian Collins, a brand consultant and longtime Madison Avenue creative executive.
  • n 2000, Wieden handled all of Nike's estimated $350 million in U.S. billings. Now those campaigns are increasingly split between Wieden and a host of other agencies that specialize in social media and new technologies.
  • Gone is the reliance on top-down campaigns celebrating a single hit -- whether a star like Tiger Woods, a signature shoe like the Air Force 1, or send-ups like Bo Jackson's 'Bo Knows' commercials from the late '80s that sold the entire brand in one fell Swoosh. In their place is a whole new repertoire of interactive elements that let Nike communicate directly with its consumers, whether it's a performance-tracking wristband, a 30-story billboard in Johannesburg that posts fan headlines from Twitter, or a major commercial shot by an Oscar-nominated director that makes its debut not on primetime television but on Facebook.
  • It spent nearly $800 million on 'nontraditional' advertising in 2010, according to Advertising Age estimates, a greater percentage of its U.S. advertising budget than any other top 100 U.S. advertiser. (And Nike's latest filings indicate that that figure will grow in 2011.)
  • Two years ago a group including Stefan Olander, 44, a longtime marketing executive (and Matthew McConaughey look-alike) formally pitched Parker on the idea for Digital Sport, a cross-category division that would take the Nike+ idea -- chip-enabled customer loyalty -- into other sports. Up and running a month later, the Digital Sport division now works across all of Nike's major sports.
  • The reason for the shift is simple: Nike is going where its customer is.
  • But as the marketing mix becomes less about hero worship and more about consumer-driven conversation, they say, Nike is insulating itself from an era of athlete endorsements gone wrong. "Everybody's realized there's not the same one-to-one relationship as in the past: When Jordan's hot, his shoes are hot," says a former Nike executive. "I don't know if hero worship is the same as it used to be."
  • That's not to say everything has been a slam dunk. Nike shut down its Joga network after the last World Cup game in 2006, confusing the million-plus members who'd signed up for it. Its Ballers Network, meanwhile -- launched in 2008 as an app that let basketball players organize street games -- recently had less than 300 users in the U.S.; a recent wall post was a teenager complaining he couldn't get it to work. And critics say products like the FuelBand and Nike+, while dazzling, are more about keeping Nike's retail prices high than innovating.
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    Comprehensive study of Nike's digital and social media marketing revolution.
Maddy Wood

http://newslettersfreshbusinessthinkingmail.com/rp//5067/process.clsp?EmailId=100001155... - 0 views

  • Highest rise in marketing spend in six years
  •   The latest IPA Bellwether survey published last week shows a sharp upward revision in marketing budgets in Q2 2013. The rise is the highest in almost six years.
  • "These are very positive and welcome figures indeed. It is no surprise to see internet spend comprising the lion’s share of the increases - a trend that is only set to continue. Digital no longer represents a tick–the–box exercise for companies; it is clearly an essential revenue driver and fertiliser for the green shoots of economic recovery.”
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  • Although this is positive and welcoming news, marketers need to have a good level of digital marketing knowledge and the IAB (Internet Advertising Bureau) says that; “Even digitally adept marketers are staggered by the amount of information available to them through digital media.”
  • It’s widely accepted that there is a lack of digital understanding and in a sector that is moving so quickly it’s imperative that businesses keep up with the latest developments. Ray Clark from www.digitalmarketingshow.co.uk explains how his event plans to address the huge gap in digital knowledge; “ There is no doubt that ‘digital’ is the way forward for businesses of all sizes and there is certainly an appetite for information, ideas and advice from UK marketing professionals. The issue until now has been that existing events tend to be very technology orientated and are aimed at marketers who already have a level of expertise.”
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    The latest IPA Bellwether survey published last week shows a sharp upward revision in marketing budgets in Q2 2013. The rise is the highest in almost six years. , "These are very positive and welcome figures indeed. It is no surprise to see internet spend comprising the lion's share of the increases - a trend that is only set to continue.  It's widely accepted that there is a lack of digital understanding and in a sector that is moving so quickly it's imperative that businesses keep up with the latest developments.
Maddy Wood

6 Senior-Level Steps To Digital Marketing Success - 1 views

  • Commit personally: Senior executives need to understand what they want from digital and social. Fortunately, the highest-level goals are generally quite clear. Companies have unprecedented opportunities to build steadily strengthening connections to customers, prospects, and partners. As a result, they can achieve higher margins, lower acquisition costs, and lower customer churn, thereby raising customer lifetime value. Clearly laying out these expectations is a great way to start.
  • 6 Senior-Level Steps To Digital Marketing Success
  • Understand customers.
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  • Map the pieces: This is perhaps the most challenging step. The overarching goal is to create an “ecosystem,” or community, of some sort–in short, a company’s own network that includes customers, prospects, and partners. This enables increased engagement with existing members, while promoting growth by adding new members. A place to start is understanding where the company stands across three distinct digital approaches–search engine marketing based on static Web sites and perhaps email marketing systems; permission-based inbound marketing based on attracting opt-in members and then building engagement through customer relationship management systems and content nurture streams; and social marketing and social sales based on understanding and leveraging social networks. One key question to ask is, “What should be at the center?”
  • the CRM system may take the central position rather than the Web site.
  • the real benefits come from achieving local leverage by encouraging a wide range of employees and partners to develop their own social presence, as well.
  • executives need to understand and articulate how the structure reflects the approach to growing customer lifetime value.
  • Assemble the components: Once the pieces are mapped based on the shape of the customer opportunities, the next challenge is to assemble a specific set of components with an eye toward flexibility and cost effectiveness. Given the remarkably rapid rate of innovation, leaders need to avoid being locked into expensive commitments that won’t be easy to continue to change. A series of principles can really help here.
  • build, test, and monitor prototypes until they work perfectly. Investing extra time and effort at this stage can make the step of expanding the system much quicker and less expensive, as well as making broad implementation much smoother.
  • Engage the organization around content, and marshal the resources to make it successful. Once a system is developed, it has to be used to full effect to capture the available benefits. And in today’s world, that requires a large, steady stream of content. Types of content include articles, blogs, white papers, contests, games, webinars, videos, posts to discussion groups, tweets, and infographics (to name a few). Increasingly, content generation is evolving into a companywide responsibility, rather than simply a marketing responsibility. Senior executives need to embrace and then encourage this. Although this is a relatively undeveloped area, management processes that reward the generation and dissemination of great content will undoubtedly lead to great value. And social management platforms that enable rapid and easy sharing of existing content, along with monitoring for compliance purposes, are already enjoying rapid growth.
  • Constantly measure and monitor in order to learn and improve:
  • margins should improve, acquisition costs should drop, and churn rates should decline
bethgranter

Top Three Trends in Loyalty Marketing - 0 views

  • Multi-channel marketing has been the talk for quite some time, but it seems many loyalty marketing professionals still struggle with creating a consistently seamless experience for multi-channel loyalty. Your customers can now shop online or in-store, may contribute to your social media spaces via mobile, and engage with your brand on Facebook. Does your loyalty marketing program track and reward all the different types of engagement and brand love that your fans are displaying? Or are you stuck in a one-track mode, dishing out rewards for only one, narrowly defined type of action? Look ahead and keep watch as the technology avail
  • able shifts to accommodate rewarding ALL the little ways your customers demonstrate their loyalty -- and get on board!
bethgranter

Wearable Technology Market - Business Insider - 0 views

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    "There are more than 250 million installed mobile operating systems that can support wearable technology.  An iWatch could generate $10 billion a year in revenue with an EPS of $3.30. There are currently only nine smartwatches available today. Watches are a $56 billion market. Regarding retail impact, Nike, Adidas, and Under Armour have best leveraged wearables to enhance the fitness experience and efficacy of their products. The health and fitness market is about $2- to $3 billion. By 2020, batteries are expected to be 2.2x more powerful."
Antony Mayfield

Inside The Economist: Top 5 insights from Integrated Marketing | Lean Back 2.0 - 0 views

  • I spoke to Samantha Silberberg, integrated marketing manager, and Patrick McIntee, senior marketing manager, in The Economist Group’s integrated marketing department about the top
  • Advertisers are creating their own content in-house, and requesting it from media companies. So much of advertising today is about relinquishing control of brand image, but white-label content [content produced by media companies that advertisers rebrand to appear as their own] allows them to provide information that is valuable to readers while creating a positive brand image.
  • The truth is that many advertisers lack the time, skills, expertise and resources to produce effective white-label content. There is also still distrust from audiences towards companies that are not already content providers offering content.
Jason Ryan

The Always-Connected Customer Has Killed Marketing, Finally - Forbes - 0 views

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    You have heard of the 6Ps, here are the 6R's.... Super dumb headline and generally a dumb article, but the Marketing Orchestration concept is useful
Antony Mayfield

Marketing: Less guff, more puff | The Economist - 0 views

  • But to stride in jauntily they will have to change the way they work. Gartner, a consultancy, has predicted that by 2017 they will spend more on technology than their companies’ chief information officers. Already 70% of big American firms employ a “chief marketing technologist”, says Gartner. With the shift in emphasis from set-piece campaigns to rapid responses, CMOs need more people working directly for them. This is putting into reverse a 20-year trend of favouring “working spend” (what consumers see) over “non-working spend” (overheads), says Dominic Field of the Boston Consulting Group.
  • Still, a gap yawns between what CMOs could do and what they actually do. The left-brained bent that the job now demands “is not part of where their experience has been”, says McKinsey’s Mr Edelman. But CMOs are learning. Mindshare installed an “adaptive lab” in its London headquarters to educate them. DigitasLBi teaches its clients that not every utterance about a brand needs to be vetted by lawyers.
Maddy Wood

The Year Ahead For...Social media - Brand Republic News - 1 views

  • The Year Ahead For...Social media
  • Social media is antifragile. It is thriving in a world of increasing technological development, complexity and uncertainty.
  • In 2013, social media will
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  • move rapidly towards the plateau of productivity. This makes it an exciting place to invest budgets, gain traction with consumers and achieve both business and marketing objectives.
  • THE RISE OF SOCIAL BUSINESS More companies will move beyond an experimental approach to social media.
  • PAID, OWNED AND EARNED
  • SOCIAL SOFTWARE
  • The challenge facing brands will be to successfully utilise the software to deliver real business benefit. In such a nascent industry, we can expect some trailblazers to drive competitive business advantage for their clients, while others will fail just as fast as they appeared. It will take canny observers to predict the winners and losers.
  • In such a nascent industry, we can expect some trailblazers to drive competitive business advantage for their clients, while others will fail just as fast as they appeared. It will take canny observers to predict the winners and losers.
  • The discussion about who "owns" social media will move to be focused on "how can we better colla-borate and become more open?". Human resources, customer service, insight and operations, as well as marketing, should all benefit.
  • The shift towards closer integration between paid, owned and earned media will accelerate in 2013. As social networks look for ways to monetise their audiences and brands search for more effective ways to engage consumers, there will be increased growth of paid-for social advertising. Facebook may see the lion’s share of advertising revenue but will need to tread a delicate balance between consumers’ and advertisers’ needs. Expect to see plenty of changes around the News Feed, ticker and notifications. Expect changes to the EdgeRank algorithm and key application programming interfaces. After all, if you are only "1 per cent done", there is plenty of change ahead.
  • SOCIAL MEDIA MEASUREMENT
  • THE RISE OF SOCIAL CRM
  • With the emergence of better-tracking and more useful social CRM platforms, brands can focus on finding and engaging valuable brand advocates. Turning these "superfans" into evangelists and rewarding them will move from being ad hoc to becoming part of a structured programme. In turn, consumers will become wiser about their importance to brands and look to demand a better deal in the value exchange. Expect some high-profile fallouts.  
  • BIG DATA
  • The promise of finding the needle in the haystack – the insight from the data puke – is an exciting one. The reality of looking at large volumes of social data in real time, understanding and responding to it is far more challenging. So, although 2013 won’t quite be "the year of big data", we’ll certainly see significant leaps forward.
  • Talent, expertise and creativity will be key components that will influence success.
  • the social media industry, and those brands willing to invest in it, will become stronger. Because data is accessible, points of view are shared and there is a cultural willingness to fail fast, learning from the randomness will be accelerated. In these fragile times, it’s comforting to know we may be able to rely on the antifragility of social media this year.
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    In 2013, social media will go beyond the peak of inflated expectations (pre-Facebook and Groupon initial public offerings) and the trough of disillusionment (cf. Facebook at $17 a share) and move rapidly towards the plateau of productivity. This makes it an exciting place to invest budgets, gain traction with consumers and achieve both business and marketing objectives.
Maddy Wood

Apple's share of mobile market now over 33%; RIM drops under 10% | Tnooz - 0 views

  • Apple’s share of mobile market now over 33%; RIM drops under 10%
  • RIM, the maker of the BlackBerry, dropped 2.1% from the previous 3-month period to a new low of 9.5%.
Jason Ryan

How to review content effectiveness using a custom Google Analytics dashboard - Smart I... - 1 views

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    A tutorial to building a content marketing dashboard in Google Analytics to review content effectiveness http://t.co/aU192RZW
Maddy Wood

Morrisons restructures marketing department after poor Christmas - Brand Republic News - 0 views

  • Morrisons has appointed Nick Collard to the newly created group marketing and customer director position following the departure of commercial director Richard Hodgson.
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