Thought Leadership Marketing: The Basics
A couple of years ago (early in 2010), research giant Gartner, Inc. published a report from Rolf Jester, one of the company’s vice president’s and distinguished analysts, that noted that thought leadership marketing (TLM) was a powerful tool for multi-channel marketing communications success. Jester said that while it was once the province solely of consulting firms and service businesses, where it typically accounted for as much as 20 percent of marketing expenditures, it was emerging as an important tool for other businesses, too. In just two years, what was once an emerging discipline has become a major part of nearly Read More
New Multi-Channel Marketing Priorities
In July, The Distributed Marketing Blog completed its first survey of marketing executives. We asked about their current spending priorities, spending plans for 2012, their view of how effective various marketing channels were, and how they selected different marketing communications tools. So far, we’ve published three sets of data tables that detailed some of the findings. The first looked at planned 2012 spending , the second reported on marketing spending by channel, and the third rated marketing communications channels on their effectiveness. As we have continued to analyze the results, as well as the emails and feedback we’ve gotten from the Read More
Marketing Technology 2011: 51% Hunger for a Solution
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
