Marketing Articles About Channels

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24 items found:

Identity Fraud in Decline, but Costs Up. Identity fraud has declined in most parts of the United States, even as costs to those defrauded increase and fraudsters turn to unexpected channels to commit fraud, according to a Javelin Strategy &...

(11/13/08 09:00 AM)

Prototype This. Inventor’s Digest: ID editor-at-large Jennipher Adkins recently spent some time on the set of Prototype This, a new series on the Discovery Channel. The show escorts viewers from the drafting table and on through the design process to see how inventions come to life. The show airs at 10 p.m. each Wednesday, and will run for 13 [...]
(10/30/08 09:00 AM)

Extending and Enhancing Closed-Loop Marketing via the Mobile Channel. While mobile marketing can be invasive on its own, integration with the larger marketing campaign mix and proper tracking of customer response can ensure that customers are drawn in, rather than turned off, by mobile messages. The mobile medium has achieved staying power as a gateway for marketers to reach customers in motion. For example, SMS can serve as the initial point of contact with customers, with the intention to drive the customer somewhere (to a store, kiosk, Web site, and so on). (10/21/08 09:01 AM)

When the Media Becomes the Marketing: Q&A With CC Chapman. While blogs and social networks seem to get most of the attention when it comes to social media talk, podcasts and videos also remain viable channels to reach and connect with an audience. CC Chapman should know, as he's been active in the blogosphere and social networking spaces for years, but was also among the first bloggers to embrace and effectively utilize podcasting as a communication and brand-building tool. Today, he continues to show his clients how they can put his knowledge to work for them via his work at The Advance Guard. CC was kind enough to talk to us about his Video and Podcasting: Making Media as Marketing session at Marketing Profs Digital Marketing Mixer, and also (10/14/08 09:01 AM)

New Event...New Blog - Digital Centered Marketing.

Bill, Toby and I are going on the road again with the AMA! Starting in October, we're putting on a new event titled "Digital Centered Marketing." Like any good digital event, we've started a new blog to chronicle the examples and ideas that we encounter as we run up to the event.

Digital Centered Marketing is all about:

The marketing world is becoming digitally-centered faster than most marketers ability to learn, adapt and apply the latest techniques. Conventional marketers and agencies trapped in standard marketing models are no longer producing the same results that they were even a few years ago. Forward-thinking marketers have begun to shift their thinking from the traditional environment to the digital centered multi-channel environment.

This Digital-Centered Marketing program will explore the changing landscape of marketing that is no longer about exposure but rather engagement in digital relationships through digital media founded on the intelligent use of digital data and CRM.

Real-world models, pockets of excellence insights andÂ? process examples gained from Digital Centered Marketing: Moving Your Marketing into the Digital will change your business for good. Come learn how leading marketers are thinking differently, taking fresh approaches and embracing non-traditional thinking by putting digital at the center of the marketing universe.

If you're interested in going beyond the discussion about social media and hearing about how digital is truly changing how businesses set strategy and go to market in this decade, you won't want to miss Digital Centered Marketing.

Follow along on the blog or join us at an event in Chicago, New York or Seattle!

(09/24/08 09:00 PM)

Small Business: Your Employees and Politics.

I was poking around on the National Federation of Independent Business (NFIB) website this morning doing some client research and found this helpful page on 'how to educate your employees about politics". Namely, how policies affect small business and thus how they affect your employees.

Great resource - check it out here:
Get Ready for Election 2008: Educate Others - NFIB

Factoid: Did you know that of the 45 million Americans with no health insurance, 51 percent are small-business owners, their employees or dependents. Wow...

[UPDATE] Better yet, check out the 'Protect Free Enterprise' site and the NFIB YouTube Channel!

(09/11/08 09:00 AM)

Email ROI, or Kicking Our Baby Out of the Nest. Email continues to be a highly effective channel. But for too many marketers, email revenue per subscriber is not growing, and more and more subscribers are simply ignoring the messages. How can we continue to grow our email programs? (08/19/08 09:01 AM)

If only it had... some implicit personalization. There are two types of personalization: 1.) Explicit - a person sets some preference or takes some action to make the system more useful to them. 2.) Implicit - the "system" makes some inferences about the person using it based on usage / behavior. I was thinking about this last night when we got home and turned on the TV, there are probably only a handful of channels or even shows that my wife and... (07/02/08 09:00 AM)

TechnoMarketing on Marketing Matters Live! Today.

If you've got a free hour from 9-10 PST today, January 9th, we'll be discussing TechnoMarketing on the AMA Radio show Marketing Matters Live! on WSRadio.

David Kinard is your host and it promises to be a great show! We'll be discussing technology tools in marketing and what's next for marketers. Fun stuff!

The world of marketing as we know it is rapidly changing all around us. Engaging your customers through the newest media vehicles such as social media, customer communities, blogs, RSS, and podcasts requires a solid foundation steeped in customer understanding, marketing planning and technological prowess. The challenges marketers face today are often compounded by the sheer volume of new media channels and the depth of expertise required to execute well in each channel.

When you listen in, you will:

* Increase your knowledge of terminology surrounding the newest technology-centric marketing tools
* Acquire a better understanding of the most popular technology-driven marketing vehicles currently in use and on the horizon
* Begin to identify which technology-centric marketing vehicles will work for your customer base and pair those up with your existing marketing strategy

Who should listen in:

* Sales and Marketing Executives of any size organization
* Marketing directors responsible for digital or integrated marketing strategy
* Anyone involved in customer-facing internet initiatives with their company or clients
* Ad agency media directors looking for a competitive edge for clients

If you'd like 2 days worth of TechnoMarketing, check into the AMA training series: TechnoMarketing: Using the Tools and Technology of Tomorrow to Reach Your Customers Today

(04/04/08 09:00 PM)

Future of Online Retailing -- Four Predictions. Forrester and Jupiter report that more than 70% of online shoppers seek out user reviews before making a purchase decision. MarketingSherpa reports that 84% of consumers prefer the opinion of other consumers vs. experts. Hundreds of retailers including WalMart, Best Buy, HP, and the Home Depot have followed Amazon’s lead by allowing their consumers to review products in the online channel. Consumers demand social commerce solutions and retailers are driving measurable results. As consumers are presented with increasing choices, channels, and messages, they will continue to turn to peers to discover, research, and make decisions about products and services. Retailers will need to utilize technology and best practices to provide authentic, relevant, and effective social commerce solutions to retain their customers into the future. 1) SOCIAL CONTENT IS GOING MULTI-CHANNEL The future of reviews and social content is going beyond the product page and into other channels such as mobile phones, kiosks, print collateral, online advertising, and social networks. It is clear that consumers rely on social content to make purchasing decision. They will expect to be able to access to this content regardless of channel in order to inform their purchasing process. The retailers that provide this multi-channel access will develop competitive advantages in their markets to attract and retain consumers. Additionally, more retailers will see the value of integrating social commerce with CRM and other “back-end” channels. Retailers will start to leverage social content as a key input into driving decisions in marketing, sales, advertising, customer support, and... (12/09/07 09:01 PM)

Live Event: Ways to Grow Revenues through Alliances. Statistics show that 70% of all business alliances FAIL. Alliance, channel partner, and joint marketing agreements are not new. They just don't always work very well. Why? Not enough forethought into the goals and deliverables from each party participating. That's... (11/05/07 09:01 PM)

Why, How and Who of Web 2.0. A couple weeks ago I moderated a panel and roundtable for Austin Venture portfolio companies on Web 2.0. As many of the companies were not in the "Web 2.0" bullseye, the discussion focused on the what, why, how and who of Web 2.0. I'll skip the "What" question...here are the some of the other notes: Why? * Analysts read blogs. Reporters read blogs * Empowers customers * Blogs are turning into a trusted media outlet * 78% of online customers trust brands more that have reviews on their site * Marketing (PR) is being Master of Reality (Edelman) * From conversation about your brand, to your brand’s values (ex: Saturn’s findyourdetour.com site) * From monologue to dialogue (how web 2.0 changes marketing’s voice) * Demonstrates your brand’s authenticity * Longer life vs printed articles * Get insight into audience and build relationship * 90 / 9 / 1 rule: 90% read, 9% participate, 1% narcissism (+1% paid participation) * Viral growth via networking and connectivity * Your brand = your Google content * 25% of Google search results is user generated content * C to C marketing (customer to customer) is much more effective * Word of mouth marketing works online because the content is archived while word of mouth marketing offline can be quickly forgotten How? * Keep messaging consistent through channels * Treat online media same as traditional media, but use a different pitch to target each media * Video metadata, and taking advantage of Google’s universal search... (10/30/07 09:00 AM)

Upcoming Event | Emerging Marketing Technologies Workshop | May 24-25.

Hi Folks,

There's an upcoming sales & marketing workshop that you or someone you know might be interested it.

What: Emerging Marketing Technologies Workshop
When: May 24-25, 2007
Where: St. Norbert College, Bemis International Conference Center

For more information:
http://www.snc.edu/continuinged/emergingmarketing.html

For companies in Wisconsin, as well as around the nation, marketing and the tools that marketers use to reach their customers have changed dramatically in the past several years. The challenges marketers face today are often compounded by the sheer volume of new media channels and the depth of expertise required to execute well in each channel.

The Emerging Marketing Technologies workshop is much more than using a few of the newest technology tools to improve your marketing. Attendees will have ample opportunity to apply the specifics of the technologies and trends covered to the realities of their business.

What Will You Learn?

Increase knowledge of terminology surrounding the newest technology-centric marketing tools.
Acquire a full understanding of the most popular technology-driven marketing vehicles currently in use and on the horizon.
Identify which technology-centric marketing vehicles will work for your customer base and pair those up with your existing marketing strategy.
Gain the knowledge to execute a marketing campaign using the tools and techniques outlined in the course.

Who Should Attend?

Sales and marketing executives of any size organization.
Marketing directors responsible for digital or integrated marketing strategy.
Anyone involved in customer-facing internet initiatives with their company or clients.
Ad agency media directors looking for a competitive edge for clients.
Small to medium business owners with marketing accountability.

For more information:
http://www.snc.edu/continuinged/emergingmarketing.html

Please forward this to anyone who you feel might be interested.

(10/03/07 09:00 PM)

Marketing History Day and What I love about YouTube.

I'm in the middle of a book by Dr. Frank Lutz, "Words That Work: It's Not What You Say, It's What People Hear", and came across a passage where he points to what he feels is one of the most effective political ads of all time, the "Daisy" ad for Lyndon Johnson's presidential run in 1964. It's a juxtaposition of a young child and nuclear war, which culminates in the statement "We must either love each other, or we must die." Wow. That pretty much spells it out.

I'm a big fan of marketing history, especially when I can see it on YouTube and I'm a bigger fan of seeing current marketers pay attention to marketing history in their current campaigns. Today's marketing is FULL of slogans, campaigns, and poor execution that, had the one who devised the strategy in the first place done a bit of historical due diligence, they would not have committed the same mistakes.

I was in a meeting recently where we were discussing a new marketing strategy (web 2.0 type stuff...) with a group of seasoned marketers around the table. I like to drag out historical marketing references from Marketing Classics in meetings like that, not because it makes me feel smart, but because so many of the current challenges we're trying to overcome and the prevailing 'new media' & new ideas are really rooted in time-tested ideals that if we just paid attention to, we'd be so much further ahead...

Anyway, I digress. The point is, I brought the discussion around to 'marketing myopia', or 'what business are you really in here'... None of the marketers around the table could identify w/ marketing myopia, though they did grasp the concept of 'what business are you really in.'

This type of disregard for marketing history is an issue. I'm thinking we need to coin a day "National Marketing History Day", perhaps Kotler's (May 27) or Levitt's (March 1) birthday or something. On that day, we'll read historical marketing articles and check out the 'marketing history' channel on you tube, and drink a bit of the The Real Thing (Coke - 1943).

What do you think?

(10/03/07 09:00 PM)

Mindblowing numbers on Internet Video.

I was speaking with some folks this morning at a local Green Bay college about the growth of video and their thoughts about YouTube, vlogs (video blogs) and the like. (they've even started to put St. Norbert College Videos on YouTube) It's not coincidence then that this report from ComScore shows that we're all but consumed with Internet Video!

Some of the more interesting data points:
> Fox Interactive (Fox News) ranked second for most video streams with 680 million, following the top ranked Google/YouTube with a combined 1.8 billion streams.
> 2.5 minutes is the average duration of an Internet Video Stream - keep this in mind when developing your videos
> Nearly three out of four (74.3 percent) U.S. Internet users streamed video online.
> The average online video viewer consumed more than two videos per day!

This online video space is far, far more pervasive than I once thought.

The whole Fox stat blows me a way too. I often watch videos from Fox after the fact, but I know that when I do catch the broadcasts, they're incessantly pimping the online follow through videos. Great strategy on their part! It's paying off.

[ref ComScore via Paul Kedrosky]

P.S. I didn't see St. Norbert listed, but for some time, YouTube has had a schools channel. Way cool!

(10/03/07 09:00 PM)

The truly desirable electric car. I first read about the car a year ago, in Wired. A fast, battery-powered, sports car, that looked like a sports car. (check out a video from Sundance Channel - click view more, then Drive 4) Let's face it, most of us buy cars (and almost everything else) for truly emotional reasons. There probably isn't a guy alive who wouldn't love to drive one of these - including yours truly. As cool as this, the... (08/10/07 09:01 AM)

Microsoft Plays With P2P TV. Video: LiveStation Demo Microsoft Research (MSFT) and a UK-based company called Skinkers are developing peer-to-peer software called LiveStation for streaming live television over PCs. Think of it as a Slingbox Without the Box. (See demo video above). Except that TV stations would have to sign up to stream their broadcasts over the service. Using P2P networks is the most bandwidth efficient (and least costly) way to deliver video over the Internet. Joost, Babelgum, and Veoh also all use P2P distribution techniques in one form or another. But they all deliver videos that are already stored somewhere (their servers or the computers of their members), as opposed to live streams. I'm not sure how difficult it would be for any of these services to offer live streams as well. It doesn't seem like that big a deal. Joost, for instance, is working on (or already has) the ability to synchronize the streaming of a particular show so that you and all of your friends can watch it at the same time while chatting over Joost. Making that a live stream should be easy enough. The bigger question is: On the Internet, does live TV even matter any more? The TV schedule is a product of the historical limitations of broadcast television, where you have to broadcast the same shows to everyone at the same time. But those limitations are falling away. Even in cable and satellite TV, the growth of pay-per-view and on-demand channels proves that if you give consumers more... (07/06/07 09:01 AM)

Internal blogs not always blogs as we know them. My point exactly: BusinessWeek writes that corporate blogging is an internal rather than external communications channel. And not only that -- the "bloggers" don't even know they're blogging.

It may not seem like they're blogging. They're simply using software to send information. Sometimes they do it from remote Internet cafés. In time, they'll be able to file from cell phones. But each mailing, technically, is a blog post. And the program will expand to a host of Cannondale staffers and affiliates. "We're transferring our corporate content management system to blogs," Maurice says.

I believe this is a glimpse of the future. It's not necessarily the future many early bloggers long for. Blogging have until now been a very conscious act. We are deliberately (trying to be) open, we speak in a personal voice with an informal style because we see that as part of the format's great benefits. And because we want to, of course.

But if someone is just publishing, there is nothing to suggest that their style would be any different from whatever content people have produced for intranets for years. Content that is all but personal, informal, open-minded.

My conclusion? None, yet. But if the conversation and the informality is disconnected from the blog tool as such it might actually be a good thing. The important aspect is after all that we -- organisations in general -- become more humanised and that needs to go beyond a few active bloggers. We should speak with a human voice everywhere. (04/06/07 09:01 AM)

3 Emotions to Drive Execs to Action. Yesterday I was on a panel for a Forrester bootcamp on Social Media. One of the common questions was how to convince senior management to agree to and resource these new emerging channels and marketing strategies. What moves consumers to action? Emotion. It’s not much different than with executives and managers…you just use data to create those emotions! In my experience, there are three emotions I’ve seen drive executive action: Fear – show the competition is having success with a strategy that you are not. I’m putting this first because fear is the biggest motivator in the human psyche. And the first reaction for executives when they see a competitor doing something successful is to react. I’m not suggesting this is always right, but it’s reality. It’s a call to action event. If a competitor is launching an emerging channel strategy, your executives have to decide to do something or nothing. Use this time to drive a recommended strategy. Excitement – show and prove the revenue impact from such a strategy. Changne resistance is typically due to prioritization and predictability. Corporations, and management in them, have a need to drive predictable growth and mitigate risk. Priorities are driven based on familiarity of strategies that drive confident results. Something that can be proved to drive better results and meet or beat forecast excites executives. Pride – most forward-thinking executives want to be first to market, forward thinking, innovative and cutting edge. Some want this because it is right for the company,... (03/22/07 09:01 AM)

Whale Season. The web hates channel conflict. Actually, it's consumers who hate it. Channel conflict is what happens when a producer doesn't want to favor one retailer over another, or gets stuck because the terms at the effective retail channel conflict with... (12/12/06 08:47 AM)

Bullseye Interview: Rich Lloyd (President, Peruvian Connection). As part of the Marketing Bullseye series I will interview people who 'get it'. Rich Lloyd is one of those people. Rich Lloyd and I worked together for 7 years at Dell. While I ran the consumer web site, he built the email and My Account capabilities for Dell. When I ran Consumer CRM, he was leading Dell's Global database infrastructure CRM efforts. Rich has an extensive background in database and direct marketing and has a Harvard MBA. That's enough to say he knows his stuff. And on a personal note, he's an all-around good guy! Rich recently joined Peruvian Connection, a multi-channel hig-end apparel retailer, as President. Rich understands measurability and word of mouth, and looks to several key principles to get as much return from imited resources as possible. Here are a few questions I posed to Rich. When you joined Peruvian Connection, how did you figure out what was or could be the most effective marketing? A big part of this decision was looking at historical performance and realizing we'd had a successful, but fairly one-dimensional marketing approach. A beautiful and efficient catalog had been successful, but was tapping out in terms of reach, and needing to be augmented with a broader portfolio of marketing tools with different price points and different audience reach. Online marketing, in particular was an attractive area to ramp quickly on both of these dimensions. eMail and search have been very efficient and effective thus far. What key principles would you suggest... (10/22/06 09:01 PM)

Tuesdays Contract Management News and Comment (29th August 2006). Bartech Workforce Management Selected by Delphi Corp. to Manage North American Contract Staffing Services (The Auto Channel) DETROIT, Aug. 28, 2006 -- Bartech Workforce Management (BWM), a division of The Bartech Group, today announced a Master Vendor Provider (MVP) contract with Troy, Mich.-based Delphi Corp. The agreement names Bartech as the ... (08/29/06 09:03 AM)

Tuesdays Contract Management News and Comment (15th August 2006). PBS&J gets FEMA contract (BizJournals) The Department of Homeland Security's Federal Emergency Management Agency has awarded a contract that could be worth up to $250 million to PBS&J and an alliance of subcontractors. Enova Awarded Contract to Integrate Service Vans with Hybrid Power Drive Systems for Major Fleet Operator (The Auto Channel) TORRANCE, ... (08/15/06 09:03 AM)

Sundays Contract Management News and Comment (6th August 2006). Rotoblock Signs $5 Million Development Contract With Brazilian Automaker; OBVIO ! of Rio de Janeiro Signs Development (The Auto Channel) RIO DE JANEIRO, Brazil--Aug. 1, 2006--Automotive technology firm Rotoblock Corporation (OTCBB:ROTB) has signed a development and license agreement with Brazilian automotive company OBVIO ! for the development and incorporation of ... (08/06/06 09:02 AM)

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