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Email Acquisition 2.0 is the next wave of connecting with users and gaining back their trust; it’s about connecting with them on a deeper level through social media, and in a more relevant way through their mobile devices.
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August 2011
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This is the second white paper in a series on Social Customer Relationship Management (Social CRM) for Associations. The first white paper, Social CRM for Associations: What association executives should know about applying social media to membership management defined the concept of Social CRM and outlined the basic work and the basic technology behind the philosophical shift. In this second paper, we will take the explanation a step further and share a dozen of the many, many use cases described to us by association colleagues who read the first paper and shared how they would apply these new capabilities to their own situations.
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August 2011
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The 2011 Mid-Year Performance Review: The Top 100 Brands
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By CATALINA
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How are leading CPG brands performing in today’s difficult economy? The answer is mixed. Our data shows that, as a group, the Top 100 Brands within the Catalina Network grew only slightly during a 52-week period ending mid-year 2011. Our findings also show that revenues could have increased far more significantly had brands held onto their loyal consumers. For the average brand, the lost opportunity due to loyalty declines and defections was nearly four times greater than its growth in sales.
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August 2011
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Leading a “life untethered” is no longer the sole terrain of early-adopters and savvy technophiles. As mobile technologies are embraced by a wider audience, a new mobile class has emerged...
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August 2011
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Branded Entertainment: Brand Repair or Preventive Maintenance?
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By O2 Media
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The success of any brand does not always represent its quality, nor does it mean that rivals are always inferior to their successors. It appears, now more than ever, that proper promotion coupled with a good strategy-one that aligns with the emotions of a modern audience-is the key to success.
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August 2011
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In recent years, marketers have coined the term ‘Nation Branding’ as an attempt to position countries in a new light, in order to attract perceived financial investments from abroad, revitalize local economies and of course, create business opportunities for the advertising industry. They often use the phase ‘it will bring invaluable benefits.’ But we know, anytime someone uses the word ‘invaluable,’ they usually don’t understand how to measure it. This paper makes an attempt to measure the value of ‘National Branding’, and find out if in fact there is any substance to such an unqualifiable topic. When marketers talk about how to quantify a nation’s brand, a common expression would arise that the hosting of mega-events is the one-all fix-all solution. Marketers are not wrong in making that link. After all, it was via this platform that countries from the United States to China have shown their supremacy in one way or another, and over the course of a brief but intense event, move international perception of their respective nations as the world tunes in through multiple media channels. There will be a look at both the pros and cons of the hosting of mega events and how it impacts nation building and branding.
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August 2011
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Promotion Commotion: A View Into the Needs and Setbacks of the Front Line
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By CMO Council
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Business is moving again. As new products are hitting shelves around the world, new promotions are not far behind to capture the attention, imagination, and most importantly, share of wallets of more choosy, cautious, and savvy customer. Marketers are rightfully hyper-focused on sales support and driving business, deploying new tools and consumables to be leveraged across field sales, in-store, and point of purchase environments. While CMOs typically develop the strategies used to reach an audience, according to front-line individuals in the fashion, beauty, and retail industries – the sales executives, field marketing managers, store managers, and merchandising leaders who must take these tools and execute them– marketing should be adjusted to the Marketing Supply Chain because they believe that while critical to sales success, the messages and materials are being wasted.
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August 2011
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Comedy and Branded Entertainment is Nothing to Laugh About - Or Is It?
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By O2 media
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Lucy…. I’m Home! Those 3 simple words ended up being 3 of the most infamous words in television that not only introduced TV viewers to one of the most famous comedy sitcoms in history, but that also introduced viewers to Product Placement and Branded Entertainment.
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August 2011
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The Practicalities of Vitrual Events
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By ON24
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In the three years since their inception, virtual events have demonstrated robust growth, with the market doubling from 2008 to 2009 and forecasted to continue at a compound annual growth rate of 56% through 2015, according to Market Research Media. Does this signify that virtual events are quickly becoming the next great apparatus in the marketer’s tool chest, or is this simply a product of the downed economy, as some suggest, filling the chasm until budgets and physical event attendances can return to their pre-recession heydays? And if they do have the capacity to stick around and stand on their own, where do virtual events fit in the mix, and how can they be used to marketers’ best advantage?
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August 2011
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The Hot Trend Today’s Organizations Can No Longer Ignore
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August 2011
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Lessons on customer service from the best and worst retailers in Facebook
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August 2011
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Change Management involves understanding and controlling the exposure to hazards such that overall risk to
the business is handled in an efficient and effective manner. For example, if an organization were deploying a
new desktop operating system across the enterprise, an effective Change Management process would understand
the risks involved, assess the impact, and coordinate the change so impact to the business was minimized.
Therefore, the intent of Change Management is to act as an enabler that provides a mechanism by which the
business can quickly adapt and respond to changing conditions, without the negative consequences that are
often associated with hasty action.
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August 2011
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The tried-and-true approach of reaching U.S. healthcare professionals (HCPs) through a massive sales force is becoming a strategy of the past. The playing field has shifted.
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August 2011
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Fast Food 2011: Industry Realities and Experience Ideas
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By Jack Morton
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Now is a really exciting time to be in marketing, especially if you’re in the quick service or fast casual restaurant space. So much is changing—particularly for consumers. So we gathered some colleagues and asked: What are the biggest opportunities? How can brands enhance their business and innovate their experience?
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August 2011
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How Understanding a Woman’s Roles, Identities and Priorities Improves Messaging
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August 2011
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A Funny Thing Happened on the Way to Branded Entertainment
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By O2 Media
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Television advertising has certainly come a long way since the 1950’s. That’s when advertising agencies determined that the most effective way to reach consumers would be by creating shows that featured a single product or line of products from a single company. From this concept came television shows, including titles like “Kraft Television Theater,” “Colgate Comedy Hour,” and “Coke Time.” These television programs were typically produced by advertising agencies for their clients.
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August 2011
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Technology is helping define a new reality in television. Digital technologies are empowering consumers with the greatest choice of content, in the highest quality, delivered when and where it is most convenient: welcome to the consumer age of television. This means that advertisers have to embrace new methods of reaching consumers with their message.
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July 2011
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How Experience Brands Align Their People and Achieve Better Outcomes
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June 2011
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In this “green paper” Jacquelyn Ottman, founder and principal, J. Ottman Consulting, Inc., proffers that greenwash is a symptom of a larger problem that is preventing consumers from getting more involved in sustainability efforts.
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June 2011
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Brands: The New Entertainers
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By brand-e
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Beyond product placement: film, TV, music, games, the arts, engagement by immersion in very rich environments, the rise and rise of Facebook, plus other engaging socials, eg crowdsourcing, social TV, all very sharing.
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August 2011
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Brand Influence Report - The The Cross Channel Metric for Marketing Impact
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By crowdtap
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In addition to the traditional outlets of TV, radio, print and out-of-home, we now have digital, social media, word-of-mouth, mobile and countless variations on each of these. The staid metrics of reach and impressions simply lack the same clarity they once had when spread across a now endless myriad of channels and type of marketing activities. Smart marketers like Coca-Cola CMO, Joe Tripodi, see the need to move away from impressions as it no longer is a good barometer of the impact that marketers seek.
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August 2011
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Customercentric Banking - Reevaluating the Retail Banking Experience
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By Jack Morton
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The retail banking industry—still reeling from the global economic crisis—is in need of serious reinvention. Banks and their customers know this to be true. But what needs to be reinvented, and how?
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August 2011
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The long and the short of telling the equity story to all audiences
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By PR Newswire
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The disconnect between the long-term owners of stock and those who manage and trade the same stock is forcing IR professionals to recalibrate their communications strategies to account for long-term context, short-term impact and the resulting broader audience.
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August 2011
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Social media is just one of many avenues to take in your journey to reach customers and improve ROI. Whether you select that route or another, such as advertising or public relations, pack a catered measurement approach specific to your selected path. If they work hand in hand, you’ll have a suitcase full of strong, relevant results.
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August 2011
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Marketers & Social Media Monitoring Survey 2011
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By Web Liquid
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Few would deny that Social Media is the most talked-‐about marketing opportunity in recent history, yet its value remains debated amongst marketers. Does it influence purchase behavior? How should ROI be measured? What metrics actually matter? What is Social Media Intelligence Questions the digital marketing industry is trying to answer, including the many companies that provide Social Media Monitoring services.
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August 2011
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