March 22, 2011 • 11:24 pm
Title: Why Lifecycle Marketing is the Future
In this white paper we describe how funnel-based marketing is currently broken, how lifecycle marketing addresses these shortcomings, and why we think it will be the way that marketing is done for the next decade.
Download: Why Lifecycle Marketing is the Future
Date: February 2011
Filed under: White paper, customer, funnel, lifecycle, marketing, performable, whitepaper, wom
Title: 2011 Digital Marketing Outlook
Type: Research report
Author: Society of Digital Agencies
Over 600 marketers, agencies, technologists and digital industry insiders have weighed in. Twenty four SoDA member agencies have provided thought-provoking articles and case studies. And a 14-person panel comprised of guest contributors and notable CMO advisors have provided their insights. The result: an invaluable planning resource for marketers and agencies in 2011.
The 2011 Digital Marketing Outlook (DMO) study conducted by SoDA and its research partner, AnswerLab, revealed significant information regarding budgets, hiring strategies and what marketers value the most. For example the study discovered that 80% of marketers plan to increase the volume of digital projects in 2011 with 43% planning to decrease traditional paid media investments.
Download: Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Date: February 2011
Filed under: Research report, Studies, 2001, agencies, agency, answerlab, cmo, digital, dmo, insight, marketer, marketing, outlook, research, resource, soda
November 5, 2010 • 8:17 am
Title: No Shortcuts: The Road Map to Smarter Marketing
Company/author: The Boston Consulting Group
Companies invest staggering sums of money on marketing with surprisingly little rigor. Because measuring and optimizing spending on marketing is notoriously difficult, companies often rely on rules of thumb, such as spending as a percentage of revenues. A recent benchmarking study conducted by BCG and Marketing Analytics indicates that these shortcuts can be imprecise and unreliable. This report describes a better approach—one that encompasses all commercial investments and integrates a top-down strategic perspective and a rigorous bottom-up analysis.
Download: No Shortcuts
Date: September 2010
Filed under: Publication, bcg, boston, bostonconsultinggroup, marketing, publication, roadmap, smart
November 3, 2010 • 11:39 am
Title: The Big Brand Theory
Type: Business Whitebook
At the Compete Digital CMO Summit this past May, senior marketers shared their perspectives on“The Big Brand Theory,” including how their companies are taking steps to transform online branding, digital measurement and creative execution. Since the dialogue went beyond theory to fundamental changes in practice, we wanted to share some insights to help you shape your own digital efforts, with The Big Brand Theory Whitebook.
Hear from senior marketers at Kodak, T-Mobile, Microsoft, Procter & Gamble, Yelp, and Bridge Worldwide as they share their experiences, successes and challenges in navigating this complex space. Topics of discussion range from, What are the biggest obstacles for companies looking to unlock the digital opportunities this year, and how to overcome them? to How will “digital” impact their marketing this year and what metrics are tracked to make sure it is working?
Download: The Big Brand Theory Whitebook
Filed under: White paper, brand, branding, cmo, compete, industry, insights, marketing, summit, whitebook, whitepaper
August 17, 2009 • 2:26 pm
Title: Fluent. The Razorfish Social Influence Marketing Report
Subject: Social influence marketing
Filed under: Studies, fluent, influence, marketing, razorfish, report, research, Studies