5 Steps to Worry-Free Social Media ROI
Sales has always been a relationship-driven process, especially in industries like financial services, insurance, biopharma, and casino gaming. Since many of our clients operate within these industries, we’ve watched with special interest as they started the process of translating their relationships into successful social media marketing campaigns. For clients who operate in industries that are both highly regulated and distributed, it’s not as simple as hiring a smart, talented social media manager and getting started. To begin with, there’s the undeniable fact that most people have relationships with other people – not brands. Sure, they’ll “like” a brand’s Facebook page Read More
How Is Distributed Marketing Success Measured?
One of the most common questions I am asked in my role as the head of the professional services team at a company that sells multi-channel distributed marketing automation solutions is how our clients measure distributed marketing success. I don’t want to sound like a dissembling politician trying to cover up a scandal, but it depends on the definition of “marketing success”. Last year, we embarked on a review of our clients to see how they were using our products, and what kind of results they achieved. We came up with a summary of “typical” results that looked like this: Read More
DAM It All: Automating Content Marketing
Content marketing – that is drawing prospective customers to your site with well-written, valuable audio, video, text or images – is all about delivering the right message to the right customer at the right time, and in the right way. Your marketing content is as much a strategic asset as any other intellectual property your company owns. So it makes sense to treat it like the valuable asset that it is. That’s what digital asset management is all about. A DAM system allows digital asset management through a web-based platform that can be accessed by authorized users. Sometimes called a marketing Read More
The Distributed Marketing Circle of Life
Recently, I heard a very smart marketer say that his job wouldn’t be tenable without his “circle of life” – a web of vendors and services he relies on to manage, integrate and optimize campaigns. He’s not alone. Forrester, Gartner, and IDC all predict that marketing automation will continue to be a top investment priority for CMO’s for the next three years (through 2015), a position that Focus Research says it has held for the past five years. Multi-channel marketing automation uses an integrated set of online tools that empower users to easily search, find, select, assemble, customize, distribute and Read More
