Four Media Types in an Integrated Marketing Strategy

As we enter 2014, many CMOs are reviewing "what worked and what didn't" for lead generation in 2013 and asking themselves what additional approaches they can incorporate to support lead generation efforts as part of an integrating marketing strategy. One area to consider that has built momentum in 2013 is the rise of word-of-mouth marketing (sometimes called influencer marketing or advocate marketing.)  While WOM has been around since people ...

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Marketers – Are You Ready for the New Normal?

Posted on April 10, 2009

On tonight's evening news, Brian Williams reports on President Obama's desire to reset America's expectations as to the "new normal" for the US economy.   Specifically, the end of the strong economic growth, rise in asset values, and overall prosperity that we've all enjoyed the past decade.  If this is true, then businesses must now take stock of how they are positioned to compete in the "new normal" where just retaining last year's customers ...

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Ad Age Agrees — CMO’s to Be Financially Accountable

Most of you that have read my blog posts know that I've been trumpeting a wake up call to all marketers that the days of dumping millions of dollars into non-measurable, interruption marketing are over.  While my target audience has been largely management and executives, we're pleased to see the latest Ad Age article that raises the stakes and calls out the CMO as holding ultimate accountability for marketing performance and budget ROI -- and ...

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Removing the Blindfold When Making Budget Cuts

I really tried to avoid diving into the discussion of budget cuts as I'm a demand-side thinker -- always looking for ways to grow sales/profits rather than becoming mired in trying to save $3.00 per year on domain name registrations.  However, with such a steady diet of "doom & gloom" from the media and companies consuming this poison -- it seemed appropriate to offer some insight for executives stuck with the task of budget reductions. ...

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Marketing Forensics: Brand Reputation Assessment

In this post, we explore some easy ways marketers can assess their brand reputation to aid in strategic planning. This is a follow up to an earlier post acknowledging that if marketers wish to develop plans to meet future goals ("Point B"), it might be worth understanding where you're at today ("Point A"). There are two exercises we like to perform during the first ninety (90) days of a client engagement: (1) Metrics benchmarking - understa...

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Marketing Forensics: Establishing Performance Metrics

OK, so last week I launched a post that jumped into the always popular topic of measurable marketing.   Specifically, what can really be known as it relates to customer lifetime value (CLTV), customer acquisition costs, customer churn, and even customer buying cycles?  While these topics may sound like a bad nightmare from your graduate marketing courses, we'd like to propose that there is a definitive order in which you can approach quantif...

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Customer Lifetime Value Calculator

For those of you wondering about customer lifetime value, why it's important, and how to calculate it -- here's an easy-to-understand narrative and simple lifetime value calculator, (compliments of the Harvard Business School). This is one of the core "foundation questions" we ask our clients and is part of our separate blog post series on the subject of measuring business basics.  Its difficult (if not impossible) for any marketing organiz...

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Measuring Marketing Basics

This post examines why marketers should begin with measuring business basics to establish a baseline for future marketing activities. What is a new customer worth?  This is an important baseline question that every business should ask, and the answer is something that every business should know. OK, so I know this might sound like the obvious -- but it's executing the obvious that had eluded so many marketing departments. As you can probably ...

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You Can’t Manage What You Can’t Measure

I had an interesting experience during Q4 2008 in working with an agency who has a client in the services industry.  The client was stuck in a never-ending cycle of throwing together "a quick promotion" to stimulate monthly sales -- literally, a new promotion every thirty days. The agency asked us to develop a long-term marketing strategy for this client that would deliver sustainable sales results over time.  In order to establish a current ...

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