Entries by Editor

MOBILITY MATURES

The post-PC era has arrived, and any major organization that isn’t investing heavily in mobile tools and strategies is DOA. The upcoming year will likely serve as a tipping point for organizations. Dartmouth’s Johnson told CMO.com that marketers must do a much better job of optimizing sites and content for mobile devices such as iPads, […]

REAL-TIME MEDIA BUYING TAKES HOLD

The intersection of location awareness, social media, and mobility is finally delivering the ability to target customers with incentives and coupons at the point of decision-making. This is compressing buying cycles and creating the need for more agile thinking and actions. But these tools are also providing a powerful way to listen to customers and […]

QR CODES GET REAL

Marketers have used QR codes across a wide swath of industries over the past few years. Unfortunately, many organizations haven’t tapped into the tool’s full potential. Too often, they send a user to a home page or the wrong landing site rather than directing them to the specific information they’re seeking at that moment. “QR […]

REPUTATION MANAGEMENT JOINS THE BIG LEAGUES

The rise of social media, including blogs and review sites, has created a need to monitor posts and gauge consumer sentiment. Although Google Alerts has been around for years—and many organizations use it and similar tools to track online postings—many organizations lag far behind. However, reputation management tools are becoming more sophisticated and indispensable. “Companies […]

ORGANIZATIONS LEARN TO BETTER IDENTIFY THE MARKETING PIVOT POINTS

In recent years, the sheer number of marketing channels and options has overwhelmed more than a few CMOs. Factor in the current mélange of tools, technologies, and business requirements, and marketing has begun to resemble nothing less than a three-dimensional chessboard. A pressing issue for CMOs, and one that will garner a good deal of […]

INTRAPRENEURIALISM GROWS

The most successful organizations recognize the need to be highly agile and flexible. The problem is that simply decreeing a need to be innovative or assigning employees to address the task doesn’t necessarily produce results. Consequently, some organizations are revamping conventional marketing practices and allowing small and ad-hoc teams to compete for new projects or […]

METRICS MATURE

The ability to measure every click, tweet, and page view is both a blessing and curse. On one hand, there’s a wealth of potentially valuable information that can transform an enterprise. On the other hand, it’s incredibly easy for marketers and others to take their eye off the ball and chase the wrong metrics. Georgetown […]

MARKETERS WILL BE SQUEEZED TO PRODUCE CONTENT

  When the Internet burst on the scene in the mid-1990s, some observers predicted it would greatly diminish the demand for content, particularly the written word. That prediction now ranks right up there with flying cars and robot assistants. In reality, the emergence of a truly digital business environment has fueled huge demand for content—blogs, […]

CMOs REDISCOVER TRADITIONAL MEDIA

A funny thing happened on the march to digital marketing: Many CMOs are rediscovering traditional media. In fact, conventional advertising and commercials still represent the largest chunk of the marketplace—about twice as much as digital media advertising in terms of total dollars spent, according to Malaviya. “The bottom line is that TV and print are […]

GREENWASHING SUBSIDES

The rise of green and sustainable business practices has sent a tsunami through the enterprise. While many organizations have made an earnest attempt to become greener, it’s also no bulletin that many others have attempted to use marketing to disguise feeble efforts and mislead consumers about what they’re actually doing. However, it’s becoming tougher to […]