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Marketing Daily, May 20, 2008 — Marketing budgets this year will not be slashed because of the economic downturn, according to a new survey by the CMO Club.
Seventy-one percent of chief marketing officers in the study do not plan on cutting their company's marketing budget, while only 14 percent said they would.
By Erik Long, April 29, 2008 — Driven by Web 2.0-based technologies, marketing science is taking quantum leaps in the development of exciting methodologies that add more capabilities to the traditional analytics toolbox.
The convergence of the “old” qualitative and quantitative approaches with the “new” Web-based platforms is creating a more integrated approach to determining what works best in developing customer insights. This happy marriage hits the trifecta for marketing professionals. It saves time. It saves money. And... continue reading
Advertising Age, November 26, 2007 — Have you ever needed to make a case for the brand to the CFO?
If you are like most marketing managers, you base your argument on research demonstrating that loyalty and evangelism can accrue from investments to build brand equity. Perhaps you provide your own consumer-based evidence of the power of branding, using psychological concepts such as perceived value, brand preference or brand awareness and recall.
Unfortunately, these are not ideas that persuade a CFO.
Advertising Age, November 5, 2007 — I won't bury the lede: By my reckoning, using my proprietary new-media-valuation formula, I have determined that Andy Samberg is worth $342 million.
Prophet, September 3, 2007 — In this article, Prophet Chairman and CEO Michael Dunn argues that in order to be effective, marketers need to up their game, take on the new media, and be prepared to be adventurous, extending their influence over many of the critical business growth drivers.
Los Angeles Times, July 14, 2007 — SECOND LIFE — a three-dimensional online society where publicity is cheap and the demographic is edgy and certainly computer-savvy — should be a marketer's paradise. But it turns out that plugging products is as problematic in the virtual world as it is anywhere else. At http://www.secondlife.com — where the cost is $6 a month for premium citizenship — shopping, at least for real-world products, isn't a main activity. Four years after Second Life debuted, some marketers are second-guessing the money and time they've put into it.
By Andrew Pierce, June 28, 2007 — The good news? CMO tenure actually grew to 26.8 months in 2006, according to the much-cited annual Spencer Stuart study. The bad news? Only one-third have held their positions for three years or longer.
Those who have beat the averages have likely done so by quickly delivering brand success while driving both short- and long-term business growth. Yet as those who have fallen by the wayside would certainly attest – it’s no easy task.
The pressure’s building on marketers to maximize... continue reading
Prophet, April 17, 2007 — One of the most pressing challenges marketers face today is finding the balance between the art and science of marketing to create strategies and programs that meet measurable business objectives. It’s called marketing effectiveness, and achieving it is doable – once some surmountable barriers are overcome.
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