Improve efficiency and effectivness through IMM
As marketers, we know that integration across media, channels and campaigns is important, but it's not discussed as often as practices and examples of individual channels. So I thought it would be interesting to summarise this talk by Lorna Loney, Senior Applications Consultant for Teradata Applications (Aprimo). She gave an insightful presentation at Connect2013 in London, on 'Integrated marketing management, you can also download her full presentation here on Integrated Marketing Management.
The focus of her presentation was on how poor internal structures, systems, processes and a lack of integration across the organisation can impact the customer experience and marketing/business performance. This diagram shows the nature of the challenge.
Marketing challenges
From her experience, she has seen many marketing challenges which include:
inefficient and manual processes
poor internal audit trails
poor performance management
lack of processes to manage problems and
lack of…
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June 10, 2013
6 examples show how you can get your charity noticed
Enewsletter readers may be looking for this post
Learning from the top 10 most meaningful brands 2013
As a marketing agency, The Marketing Bureau (TMB) knows the importance of a strong brand and awareness of digital marketing which is why they want to reach out and share their knowledge with others. This post was written to help charities who may not necessarily have access to the resources featured in these examples. Please read, share and enjoy to make the most of your marketing and to grow your charities.
Over the past there’s been some great campaigns undertaken by charities which have helped them get noticed. Here’s a selection of TMB's favourite campaigns that never fail to draw attention to themselves (and even raise a chuckle or shed a tear).
1. RNLI does the Harlem Shake
The RNLI has grasped the latest…
Multiple, lightweight interactions will rule in the 'Always-on' future of marketing
The sentiment in the headline is something that we keep seeing - that marketing is rapidly evolving - look at how much people talk about content marketing now compared to only a year ago. It's worth learning from what Paul Adams is advising on this topic; it's from a different perspective, but with a degree of bias I might add. I'm a very big fan of his recent book, Grouped, a must-read for anyone who takes the future of web-based marketing seriously, hopefully that's you!
Paul was until recently, the global head of brand design at Facebook. So hugely credible if not likely a little biased. I first read an article by him in Wired magazine and have enjoyed his articles ever since.
This post by Paul on his blog is about the Future…
Setting up the right process and tools to improve sales
Start up brand Tatu Couture design and manufacture luxury British lingerie which is sold through stockists in the UK, Paris and New York. Tatu Couture has a unique vision to push the boundaries of design and innovation with its trend setting luxury lingerie and designer body wear. All their goods are manufactured and hand finished in the UK.
Overview and Digital Strategy
Tonica supported Tatu Couture by creating a four stage strategy to increase digital presence. In addition to the stockist route, Tatu Couture were keen to increase their own direct sales, so we had two simple objectives for the work – to increase visits to tatucouture.com and increase sales from the site.
Social media campaign approach
Step 1 – Take Control
Like many small to…
The John Wayne view on marketing attribution
'You’ll never know where you’re going until you know where you’ve been.'
– John Wayne
Within the marketing technology community, we find ourselves speaking on the topic of marketing attribution a lot. It’s constantly on the front burner of every modern CMO – how do I do more with less? How do I demonstrate ROI from my various channels, tactics, campaigns – and then boost it? How do I not only defend my budget, but make a data-driven case for more?
Make my day, pilgrim
It’s not just market competitiveness that’s driving this pressure. It’s becoming a cliché to point out the ever-increasing crush of customer behavioral data today – from digital properties, mobile devices and apps, social media, third-party sources, offline transactions, and so on.
Marketers have more data than ever, and technology vendors are scrambling to…
Carlsberg Somersby Cider Viral Video campaign takes the perfect 'Apple' takeoff
With summer on the way (hopefully!) this new campaign has achieved over 1 million Youtube views, so it seems to have some of the impact it was looking to achieve thanks to taking a risk with using humour. We love it too, so at the end of a hard week, put up your feet and enjoy its creativity!
Thanks to John Newton for recommending this via LinkedIn - this Somersby Cider video - in his words - 'Loving the Somersby cider ad. Perfect apple takeoff. Hits the target market right between the eye'.
This one minute video with the strap line 'Less apps More apple' relates a tongue firmly in cheek product launch similar to the hype a new Apple phone or IPAD. We love the symbolic interpretation: single…
Campaign example: Tesco's #FindtheEggs campaign
It's nearly Easter, so the perfect time for online campaign to drive footfall into stores competing for shoppers big pre-holiday shop.
We thought Tesco's #FindtheEggs campaign was nicely planned and executed, so worth sharing. Here's what we liked:
1. It's a mashup with purpose -using Google Maps
2. It's personalised - you're encouraged to search by postcode.
3. It's easy - needed to encourage sale
4. It's time-limited to encourage action
5. It helps build the email list
6. It's viral
So we found it "remarkable"! It's likely not being pushed online, maybe as part of a test,…
Mapping customer needs to website content and features
I'm working on a couple of projects at the moment which involve planning for launch of a new product. These projects have reminded me about a powerful technique that can help keep communications focused on clearly explaining the features and benefits of the new service.
The technique involves mapping the questions that a site visitor finding out about the project will be asking (mental model) against different types of features and content on the site to help answer these questions (content model). It's one of several techniques marketers can used explained in our 7 Step Guide to Improving Website Results.
I like the technique because it's a simple, but powerful way of brainstorming or reviewing content effectiveness. Here is a generic service launch example I have created to show how the method can be used:
…
4 Cool examples of Guerrilla Marketing Campaigns
Guerrilla Marketing is a well-established advertising technique. If you have not heard of the approach, it involves an unconventional campaign often in an unexpected place. I will look at four examples of these type of campaigns in this post.
The concept is growing in popularity and now more and more firms are including innovative guerrilla marketing campaigns (GMC) into their strategies. Approaches include flash mobs, graffiti or sticker bombing, but the approach can be a lot more involved and creative. The most creative will get featured in offline news and may then be featured in later waves of the campaign on TV or in Print.
All around the world there has been some crazy examples, both in print and video. Here we take a look at 4 examples that created an impact.
1. Ikea's Longest Outdoor…
Practical guidance for modelling full customer lifecycle attribution
With ongoing pressure on marketing budgets and a burgeoning array of digital marketing channels and choices, attribution is a hotter topic than ever.
‘Last click’ is the most common approach; attributing 100% of a sale’s value to the last or converting click.
‘Last click’ is a flawed, though, because it ignores all previous activities that led to the sale, which could result in reduced or cut investment regarding the key contributing activities.
To build a truly accurate attribution model you need current and historic individual-level data from your online channels.
Read on to see why.
The value of aggregated individual-level online data
Only by piecing together each individual customer journey can you build up a truly accurate picture of the inter-relationship between your digital marketing activities and the relative role, importance and value of each one…
