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The question of how to define marketing, especially in a technology organisation, as opposed to sales, remains one of my favorite questions.
The best answer I’ve heard was from a former SVP Marketing as SPSS, “As a company goes in to battle, marketing is like the bombers whereas sales are the infantry. Marketing bombs ahead and provides the air support to sales”.
I love this analogy and to take it a step further I believe the sooner you expect an activity to pay back the less likely it is to be true marketing as opposed to selling.
Being at the heart of two tech organisations I can now share six tips from my experience on how to become a marketing oriented technology company.
I hope you've put the tips from part one into practice; this is part two with my three final tips.
“What is Marketing?” Mark Ritson asked me when I took his course at London Business School ten years ago.
Ironically, marketing has an image problem and dispelling these myths is the enabler to great marketing decisions.
Being at the heart of two tech organisations I can now share six tips from my experience on how to become a marketing oriented technology company. This will come in two parts with these three tips now to start you off...
Not content with merely heading up the Commonwealth, The Queen apparently maintains active accounts on Twitter, Facebook and Flickr.
Econsultancy's Progression of Agency Value report looks at the challenges faced by agencies as they attempt to adapt to a rapidly changing market.
The report, published in association with Adobe, presents a broad-based model for agency maturity incorporating the essential component areas arising from the research (data, technology, skills and culture).
I'll summarise these four 'pillars' of agency maturity after the jump...
Digital technologies are having a transformational impact on the communications environment but whilst much analysis has been conducted into implications for client-side marketers, a relative paucity of research exists into how agencies are adapting their processes, offerings and capabilities.
Econsultancy's The Progression of Agency Value: Developing a Model for Agency Maturity in a Digital World report, conducted in partnership with Adobe, examines how agencies need to evolve across four key pillars of maturity: data, technology, skills and culture.
Are we in a tech bubble?
There debate is only growing, and while it may not really matter to most of us, there are ten particularly worrying signs for those who have expoure to companies that are running on VC fuel and may need to go public in the near future.
Marketing software companies might orbit the planet marketing. But they certainly do not live on it.
Despite claims to the contrary, tech geeks still don’t ‘get’ marketers. But what can marketers do to improve relations with techies?
While sound understanding of marketing technology is mandatory for marketers, riding every hyped tech wave is bound to spread you too thin. Selective participation is key to succeeding.
Technology has become an integral part of marketing, no doubt. And navigating the multitude of new technologies, the art of prioritisation is arguably the most important challenge to address. Data from Econsultancy’s Marketing Budgets 2011 Report gives food for thought.
At Econsultancy’s Future of Digital Marketing event last week, a term popped up that I’ve had some interest in recently: projection mapping.
It was mentioned only once, by those clever chaps at Layar, but I feel it deserves a little bit of expansion.
Chorus is a startup based in Australia which takes sentiment monitoring to another level by allowing customer support teams, marketing departments and PR professionals to analyse and prioritise the emails they receive.
It helps internal structures and processes to focus on the negative issues first, meaning that customer experience is managed on an intelligent basis, according to severity.
We caught up with Dave Trindall, one of the co-founders, to discuss sentiment monitoring, delivering excellent customer service, the problems with current email systems and, of course, Chorus itself.
Digital marketing, communications and advertising isn’t now just restricted to the internet, especially as online channels continue to develop and merge into offline ones.
For example, we’re seeing traditional advertising space, such as television and outdoor display evolving into digitally-driven platforms, like connected TV and electric billboards.
Here are 14 truly great examples of where technology acts as the glue between digital and traditional advertising space...
One of the tech industry's favorite words is 'disruption'. You hear it all the time. Company X is disrupting some industry. Or Company Y has been disrupted and because of that, is on the brink of going bust.
On the surface, the concept of disruption seems fairly straightforward: young companies, many propelled by new technologies, enter markets and make a huge impact, often sending larger, entrenched players into a tailspin.