Chief Marketer http://www.chiefmarketer.com Home Page Thu, 24 Apr 2014 23:33:05 +0000 en-US hourly 1 http://wordpress.org/?v=3.6.1 Marketing Automation Technologies: Good for Prospects and Customers http://www.chiefmarketer.com/marketing-technology/marketing-automation-technologies-good-prospects-customers-24042014?utm_source=rss&utm_medium=rss&utm_campaign=marketing-automation-technologies-good-prospects-customers http://www.chiefmarketer.com/marketing-technology/marketing-automation-technologies-good-prospects-customers-24042014#comments Thu, 24 Apr 2014 14:53:25 +0000 admin http://www.chiefmarketer.com/?p=138911 It's good to keep in mind that your competition is reaching out to your customers so you should too. Marketing automation technologies can help.

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Dennis Pombriant (Enterprise Irregulars)

marketing automation technologyThe same marketing automation technologies and analytics you use to promote products and services to new prospects can also be used to support existing customer relationships. With a typical 80% of your revenue coming from existing customers, it’s good to keep in mind that your competition is reaching out to your customers so you should too. Technology can help.

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Video Marketing: Using Hard Data Versus Assumption http://www.chiefmarketer.com/promotional-marketing/using-hard-data-versus-assumption-video-marketing-24042014?utm_source=rss&utm_medium=rss&utm_campaign=using-hard-data-versus-assumption-video-marketing http://www.chiefmarketer.com/promotional-marketing/using-hard-data-versus-assumption-video-marketing-24042014#comments Thu, 24 Apr 2014 14:36:58 +0000 admin http://www.chiefmarketer.com/?p=138897 For video marketing, CMOs are making more assumptions than using hard data to get it right.

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Neil Farnsworth (Business2Community)

video marketingLike most marketing, there should be as much hard data as possible to inform the message, creative and channel. Video marketing is no exception, but it seems that many CMOs are making more assumptions than using hard data to get it right. Here’s what you need to know.

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Branded Videos Losing Ground to Individual Users Sharing Same Videos http://www.chiefmarketer.com/promotional-marketing/branded-videos-losing-ground-individual-users-sharing-videos-24042014?utm_source=rss&utm_medium=rss&utm_campaign=branded-videos-losing-ground-individual-users-sharing-videos http://www.chiefmarketer.com/promotional-marketing/branded-videos-losing-ground-individual-users-sharing-videos-24042014#comments Thu, 24 Apr 2014 14:11:35 +0000 admin http://www.chiefmarketer.com/?p=138887 Brands are putting out branded videos but they are not getting anywhere near the hits individual users are that share those same videos.

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Carla Marshall (ReelSEO)

branded videosThis is all about chocolate and a close look at why among the Top 10 most shared ads for brands that market chocolate only two were from a branded channel while the other eight and been social shared by individual users’ channels.

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Losing Loyalty? 4 Biggest Missteps http://www.chiefmarketer.com/database-marketing/loyalty-crm/4-biggest-brand-missteps-lose-loyalty-22042014?utm_source=rss&utm_medium=rss&utm_campaign=4-biggest-brand-missteps-lose-loyalty http://www.chiefmarketer.com/database-marketing/loyalty-crm/4-biggest-brand-missteps-lose-loyalty-22042014#comments Tue, 22 Apr 2014 19:24:42 +0000 admin http://www.chiefmarketer.com/?p=138815 Make sure you’re not making these four mistakes that can hurt brand loyalty.

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Mark Di Somma (Branding Strategy Insider)

loyalty marketingThere is more and more focus on keeping the customers you have; helping them to think about your brand each and every time they make a purchase. And now that those customers have become loyal, the chain of marketing messages has to be different. Make sure you’re not making these four mistakes that can hurt brand loyalty.

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10 Different Visuals to Increase Social Media Engagement http://www.chiefmarketer.com/social-marketing/10-different-visuals-increase-social-media-engagement-22042014?utm_source=rss&utm_medium=rss&utm_campaign=10-different-visuals-increase-social-media-engagement http://www.chiefmarketer.com/social-marketing/10-different-visuals-increase-social-media-engagement-22042014#comments Tue, 22 Apr 2014 18:47:45 +0000 admin http://www.chiefmarketer.com/?p=138811 Using a variety of types of visuals can greatly improve response and engagement in your social media marketing.

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Bob Cargill (ClickZ)

social mediaMarketing on social media has its ups and downs, but if you want more likes, comments, shares, retweets and clicks, you should include visuals with your social media posts. This author lays out 10 different visuals to help you do just that.

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Call for 2014 PRO Awards Entries Closes at Midnight http://www.chiefmarketer.com/pro-awards/call-entries-closes-midnight-22042014?utm_source=rss&utm_medium=rss&utm_campaign=call-entries-closes-midnight http://www.chiefmarketer.com/pro-awards/call-entries-closes-midnight-22042014#comments Tue, 22 Apr 2014 18:31:24 +0000 Patricia Odell http://www.chiefmarketer.com/?p=138803 The call ends at midnight tonight. Don't miss your chance in the spotlight!

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2014 PRO Awards LogoYou still have time to enter your zany, crazy—or laid back—results-oriented promotional marketing campaigns in the 2014 PRO Awards! But time is running out. You must enter by midnight tonight! The 24th Annual PRO Awards recognizes outstanding creativity and puts the exceptional creative minds behind great marketing campaigns in the spotlight. This year it could be you!

You can enter in 28 categories to claim your fame! Read more about the categories here.

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Q1 Social Media Trends From Adobe http://www.chiefmarketer.com/social-marketing/q1-social-media-trends-adobe-22042014?utm_source=rss&utm_medium=rss&utm_campaign=q1-social-media-trends-adobe http://www.chiefmarketer.com/social-marketing/q1-social-media-trends-adobe-22042014#comments Tue, 22 Apr 2014 17:42:49 +0000 Patrick Gorman http://www.chiefmarketer.com/?p=138779 New report details paid, earned and owned social media trends for the first quarter of 2014.

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Adobe’s just-released Social Media Intelligence Report analyzing paid, earned and owned social media trends for the first quarter of 2014 shows that Facebook’s ad business continued to grow with click-through rate and ad impressions increasing by double-digits quarter-over-quarter, 20 percent and 41 percent respectively.

Adobe’s report is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and seven billion brand post interactions including comments, likes and shares. The paid social data used in the report was pulled from aggregated Adobe Marketing Cloud data.

Paid social media trends show Facebook ad clicks and impressions are on the rise with clicks 1continuing to outpace impressions. Facebook’s ad clicks increased 70 percent year-over-year (YoY) and 48 percent quarter-over-quarter (QoQ), with ad impressions up 40 percent and 41 percent, respectively. Facebook’s ad CTR jumped 160 percent YoY and 20 percent QoQ. However, Facebook’s cost per click (CPC) dipped two percent YoY and 11 percent QoQ following a strong holiday season.

Earned social trends show that brand posts with embedded video gained traction in Q1 – with 58 percent more engagement QoQ and 25 percent growth YoY. Facebook video plays increased 785 percent YoY and 134 percent QoQ following auto-plays for videos being implemented in Q4 2013. Meanwhile, text-only Facebook brand posts are losing share and engagement, but posts with links rose 167 percent QoQ and 77 percent YoY.

“Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Marketers are learning how to best reach their audiences across different social media channels and companies like Facebook are making changes to their algorithms and adding functionalities like auto-play of videos, which impact brands and users and how they engage with content.”

Click here to check out Adobe’s full Q1 Social Intelligence Report.

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Burt’s Bees Puts Promotional Messages in Appointment Calendars http://www.chiefmarketer.com/promotional-marketing/burts-bees-puts-promotional-messages-appointment-calendars-22042014?utm_source=rss&utm_medium=rss&utm_campaign=burts-bees-puts-promotional-messages-appointment-calendars http://www.chiefmarketer.com/promotional-marketing/burts-bees-puts-promotional-messages-appointment-calendars-22042014#comments Tue, 22 Apr 2014 17:35:45 +0000 admin http://www.chiefmarketer.com/?p=138789 Promotional messaging in online date calendars by Burt's Bees will be monitored closely by marketers to understand consumer reaction.

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Burt's BeesAndrew Adam Newman (NYT)

Burt’s Bees may be the first to try this marketing ploy: putting promotional messages in electronic appointment calendars for Google, Microsoft and others. The messages promote a new line of anti-aging products.

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CMO Talks: 5 Ways to Befriend Your CIO http://www.chiefmarketer.com/database-marketing/cmo-talks-5-ways-befriend-cio-22042014?utm_source=rss&utm_medium=rss&utm_campaign=cmo-talks-5-ways-befriend-cio http://www.chiefmarketer.com/database-marketing/cmo-talks-5-ways-befriend-cio-22042014#comments Tue, 22 Apr 2014 14:18:22 +0000 Dave Scott http://www.chiefmarketer.com/?p=138765 As CMOs we just might be overlooking the one person who, today, could be the most critical to our success—the CIO.

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CMOs are naturally very friendly and outgoing so we tend to have a lot of friends. No, really, it’s a known fact. The thing is, we can have all the friends we want, but are they the right ones?

Just like in our personal lives there are some relationships in the business world that are worth courting more than others – ones that “complete us” as business professionals. As CMOs we just might be overlooking the one person who, today, could be the most critical to our success—the chief information officer.

Yes, the CIO – the quiet yet insightful person who sits in the dark corners of the data center staring at lines of code and is good at fixing computers. Ten years ago we might not have thought so, but today this just might be the match made in heaven we’ve all been pining for. I’m not saying to show up at their office bearing flowers and chocolates. But now that technology and data are crucial components of business process, specifically marketing, this relationship is becoming more important now than ever before.

Much like the marketing agency did decades previously, internal IT departments over the past few years have taken on a prominent role in the success of marketing organizations. And rightfully so. As marketers in particular, with marketing automation, real-time bidding engines for display advertising and social media monitoring systems (not to mention the massive amounts of data these systems emit), we rely more and more on technology to be successful. And the dependency on the CIO and their IT department is only going to increase as technology and data continue to proliferate inside the marketing discipline.

And let’s face it.  Data – BIG DATA that is – has taken over the marketing department. Despite the excitement and hype around big data the past few years the quantity and quality of the data poses a big problem to marketers and companies as a whole. While there is a lot of great information being collected there is also a lot of terrible stuff finding its way into executive’s hands. And I’m a true believer of bad data equals bad decisions.

To make smarter decisions, we require more computing power and smart people to look at the data so we know exactly where to invest our precious marketing dollars. This is where a strong partnership with the CIO can help marketers decide on the right technology and methodology to collect the right data to make better business choices.

So, basically, if the CIO isn’t on your side, you won’t be able to (or simply can’t) correctly execute the initiatives you want and at the scale you need. Or worse, you won’t be able to do any of it at all. As a result you will be forced to hire outside firms to run your software and data programs, an expensive solution that will only dilute the value of your programs and perhaps your department as a whole.

When I was CMO of Intermec Technologies, the CIO, John Guevara, was my best friend. I respected his cautious and scientific approach to solving problems and he appreciated my well thought-out projects and measured expectations. Needless to say we had a long and productive relationship – we got a lot done and were very successful in our efforts, especially lead-generation initiatives.

George Thacker, the CMO of Gerber Life Insurance Company, is a perfect example. He’s worked hard, during his 11 years as CMO, to establish and maintain a strong working relationship with his CIO.

“As part of a data-driven organization, my relationship with our CIO is mission critical,” Thacker said. “Knowing that I have the right technology and best data at hand gives me the confidence to make better business decisions that are not only good for me and the marketing department but for the entire organization.”

Creating this powerful union wasn’t easy, though.

“I’ve worked for it,” Thacker added, “I make it a point to invest the time in this relationship.”

So, what made him successful in fostering this long-standing relationship? Below are five techniques he used to get the most out the relationship:

  • Seek to Understand. Make sure to understand the constraints and possibilities of a joint initiative before setting it in motion. Doing so will ease any IT concerns that you will stuff an unrealistic project down their throat with an impossible timeline.
  • Be Intentional. Clarity is your friend when it comes to working with IT. The people in this circle all have mathematical related degrees so they appreciate precision. When scoping a project out, be as detailed and specific as you can so both teams are on the same page when it comes time to kickoff a new project or initiative.
  • Understand Program Management. Knowing the CIO’s process – how IT gets stuff done – is invaluable. Not only will you appreciate the steps they go through and the work needed to accomplish a set of goals, you will know how best to work within the process to ensure your needs receive priority.
  • Be the Chicken. This doesn’t mean you should be afraid of the CIO or that you should channel your inner fowl. Actually, in the agile development methodology, there is a defined role in the process for “the chicken.” The chicken is a nontechnical member of the development team who provides insight into the requirements of a project but doesn’t have a vote in how the project gets completed. This person’s only job is to be helpful without hindering. Be like this. Be a chicken.
  • Defend Them in a Gunfight. In any company there is bound to be a shootout or two between departments or executives – it’s the nature of corporate life. There is no better way to show your allegiance to your new friend other than to have their back. Many times, the CIO is quiet and thoughtful, whereas we CMOs are more vocal and communicative. Stand up for your CIO when it matters most to them and they’ll have your back when the time comes.

There’s no question you should be friends with everyone on your executive team, but befriending your CIO is critical for the next generation CMO. With technology on our side, the modern day CMO is unstoppable.

David T. Scott has served as CMO and head of marketing for startups, Fortune 500 companies and billion-dollar organizations, including GE, AT & T Wireless, PeopleSoft, Foresee, and Intermec. He is the author of The New Rules Of Lead Generation.

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Facebook Emphasizes Local in Taking Graph Search Mobile http://www.chiefmarketer.com/mobile-marketing/facebook-emphasizes-local-taking-graph-search-mobile-22042014?utm_source=rss&utm_medium=rss&utm_campaign=facebook-emphasizes-local-taking-graph-search-mobile http://www.chiefmarketer.com/mobile-marketing/facebook-emphasizes-local-taking-graph-search-mobile-22042014#comments Tue, 22 Apr 2014 14:06:11 +0000 Jay Hawkinson http://www.chiefmarketer.com/?p=138751 CMOs who embrace scalable local marketing should be aware of Facebook’s Graph Search moving to mobile, because it will have a tremendous impact on many local social campaigns.

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CMOs who embrace scalable local marketing should be aware of Facebook’s Graph Search moving to mobile, because it will have a tremendous impact on many local social campaigns.

Graph Search was introduced to Facebook users in March 2013, and returns highly personalized content from the searcher’s own personal network by tapping into a searcher’s social graph to find people, photos, videos, pages, places or anything shared publicly or with the person conducting the search on Facebook. This change in tactics results in a more engaged local user, increasing the importance for your team to have a local brand strategy that caters to Graph Search.

Opportunity abounds for businesses that have prioritized local Facebook marketing through Graph Search as local Facebook pages, in many cases, outperform national brand pages. According to a study from Mainstay Salire, local pages produce an average of five times more marketing reach and eight times more engagement than national pages. Because of the local nature of the search results, brands can also use Graph Search to maximize social signals and search visibility for their locations.

Following Consumer Trends, Graph Search Goes Mobile

Facebook started testing Graph Search on mobile in February, which makes sense because it delivers recommendations based on a user’s network, and answers questions that are local in nature such as “What’s a good hotel in Atlanta?” Or, “Where’s the best pizza place in downtown Seattle?”

By tying results to GPS or location data, Graph Search becomes even more powerful for users and local marketers alike. Graph Search mobile can provide “nearby” results, show addresses and provide directions to most any location. Combine these results directly with reviews, and every bit of information a consumer can hope for appears right in the palm of their hand.

Graph Search Mobile also creates instant opportunity with consumers on mobile devices. Business owners should encourage visitors to “check-in,” “like” and “recommend” their business pages via the Facebook app immediately rather than hoping for interactions later, when the consumer reaches their desktop computer at home. The increased interactions should boost a business location’s potential ranking within Graph Search, helping it appear in more search results.

Local social search is the next evolution of local marketing with Graph Search leading the charge. It’s a smart move by Facebook to bring Graph Search to mobile and it presents a ripe opportunity for local marketers. But CMOs must understand how best to utilize it to win local marketing battles.

With that in mind, here are four questions to ask your local marketing team for a quick litmus test:

  1. Are we leveraging local Facebook pages? If not, why?
  2. How has their performance changed since March 2013?
  3. What have we done to capitalize on Graph Search?
  4. Facebook’s doubling down with mobile, what have we done to prepare?

Jay Hawkinson is senior vice president – emerging products for SIM Partners.

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