The year is half over, and that means it’s time for many of us to start building the business case for 2012 marketing spending. If you want to get management approval to buy a technology solution for your multi-channel marketing organization, start by looking at the purchase from your CEO or CFO’s perspective. Nothing you can say will make a CEO or CFO happier than hearing about the areas in the marketing process where you can reduce program costs while increasing ROI. So structure your business case in language that makes sense to your audience. Start by showing them just how Read More
According to both Forrester and Gartner, about 76% of U.S. workers have access to email on mobile devices today, and globally, it’s approximately 60% of all full-time employees. Forrester projects universal email access on mobile devices by 2014. Most marketers already know how to design good-looking, well-written HTML email messages that get results. But how do you make certain that your messages look just as good on a smart phone as they do on a laptop or desktop? The first step is to rethink your email templates with the goal of making them just as effective when the message renders on Read More
Here’s this week’s round-up of news stories marketers shouldn’t miss because they offer key information or lessons that multi-channel distributed marketing organizations should take to heart. Hashtag surfing bites Entenmanns. When a marketer at Entenmanns used the Twitter hashtag #notguilty to promote the company’s low-fat baked goods, the company stepped right into the middle of the Twitter uproar over a Florida jury’s decision in the Casey Anthony murder trial. The resulting backlash against the company, which appeared to many Twitter users to be trying to capitalize on a tragedy, is still going on. The lesson for us all: Before you go hashtag Read More
It was 235 years ago today that the Continental Congress published the Declaration of Independence. In celebration of the beginning of American independence, there’s no new blog post today. Have a safe and enjoyable holiday!
This week brought a number of interesting stories that will affect nearly anyone who uses a multi-channel distributed marketing approach to sell products or services, regardless of their industry. Here are five of the most interesting: NLRB Targets “Facebook Firings” and Social Media Policies — North Carolina law firm Nexsen Pruet publishes a monthly employment law update that always contains interesting information for managers. The July issue looks at several recent cases taken up by the National Labor Relations Board which involve blogging and social media policies. In one case discussed, the NLRB ruled that the common practice of requiring employees to sign a social media Read More
Most marketers understand how Facebook works very well from a personal standpoint — but some of the recent rules and changes that Facebook has made in how it treats business users make it easy to commit a Facebook faux pas. Creating a Profile Instead of a Page — People have profiles, businesses have pages. What’s the difference? That’s worth a chapter in a thick book, not a short blog post. Here are a few of the big differences. Pages can have tabs, and page owners have much more control over how their pages look, what kinds of features they can Read More
Back in February, Forrester analyst Suresh Vittal published a report titled Marketing Technology Adoption 2011. With his usual thoroughness, Vittal documented the kinds of technology that marketers are using in detail. More importantly, he documented a sad truth: 51% of large companies admit that they are still behind the curve when it comes to using technology to streamline complex marketing processes. It’s worth the cost of purchasing the complete report if your company is considering a technology solution for 2011, especially if you believe that your company would fall into one of these two categories defined by Forrester: Average adopters: “Not very Read More