Keller Fay Group - WOM research company
Resources from BzzAgent
VocalPoint
Tremor
Tuesday, March 25, 2008
Friday, March 21, 2008
Research into Word of Mouth and Communities
Interesting blog and study on how paying people to be brand ambassadors can actually reduce the value a person can extract from the experience. Think you could offset this by tying in some type of third party (like a charity) that would benefit.
Click here for the full post
Click here for the full post
Thursday, March 20, 2008
Yahoo!'s 3-year plan
Nicely laid out plan by Yahoo!. Will be real curious to see if they can really get the improvements in yield they project. That is the true execution component they haven't quite shown they can do yet (especially on search).
See the full plan here
See the full plan here
Tuesday, March 18, 2008
Walk softly and carry a big checkbook - Fortunue 2/4/08
Good article about GroupM and WPP in general and how they are addressing the dynamic changes in advertising. Completely agree that people who invest and utilize data are the winners here. You can start to understand why the 24/7 deal wasn't completely crazy when you get a little background on their strategy.
(Fortune Magazine) -- It wasn't long ago that the ad biz was ruled by black-clad creative types who could charm an old lady into dropping her last $10 on a jar of get-younger cream. But those days are over. Now, with digital media at the center of the action - Google, Facebook, Microsoft's blockbuster bid for Yahoo - it's all about numbers. And one bookish media buyer is king. His name is Irwin Gotlieb. But we might just as well call him the $59 billion man.
Full article here
(Fortune Magazine) -- It wasn't long ago that the ad biz was ruled by black-clad creative types who could charm an old lady into dropping her last $10 on a jar of get-younger cream. But those days are over. Now, with digital media at the center of the action - Google, Facebook, Microsoft's blockbuster bid for Yahoo - it's all about numbers. And one bookish media buyer is king. His name is Irwin Gotlieb. But we might just as well call him the $59 billion man.
Full article here
Personalized Marketing Preferred; Execution Lagging
Brief below from Center of Media Research highlights a good study on the major problems in marketing today. Lots of data but not a good way to organize it in a way to make marketing decisions. Businesses that can help solve this problem for other advertisers or for themselves will be hugely rewarded.
In 2006, the Chief Marketing Officer Council found over 26% of executives pointed to a lack of data and systems integration that prevented their organization from achieving the optimal level of customer insight and intimacy. the current CMO Council's 2008 Marketing Outlook study still finds that only two of the top five solution investments for the year are CRM tools and customer analytics.
In introducing the study, The Power of Personalization, Donovan Neale-May, Executive Director, CMO Council writes that "...marketers are still missing the mark on how to leverage and utilize data, and because of this they are unable to realize the full potential of personalization tools, services and solutions."
The new emphasis and importance of individualized lifecycle marketing techniques is escalating, says the report, as companies see the impact, differentiation, loyalty and word-of-mouth results of customized communication.
Quoting from current research, the following statistics are said to support the move to the impact of personal communications :
• The Winterberry Group said that spending on direct-mail advertising (an integral part of personalized communication applications) shows no sign of abating; investments by marketers totaled $58.4 billion in 2007, and that figure is expected to increase to more than $70 billion by 2011
• The EmailInsider reports that more than $3 billion was spent in the U.S. alone on e-mail marketing
• The Power of Personalization finds that 56 percent of marketers believe personal communications out-performs traditional mass market delivery. Digital, database-driven channels (email, web, contact centers) reportedly offer the most upside potential for engaging in customized communications
The study concludes that personalized marketing techniques are still in the early stages of being integrated into most companies' marketing campaigns and budgets. While the need for quantifiable tools for gauging effectiveness and ROI exists, marketers are also lagging on adoption due to the lack of accurate and reliable customer data sources. Quantitative results include:
• Improving customer retention and loyalty is the primary driver of personalization strategies; while there is high-perceived value of customized communications, usage is still very low despite many years of experience.
• Over 56 percent of marketers believe personalized communications out-perform traditional massmarket delivery; digital, database-driven channels (e-mail, Web, contact centers) reportedly offer the most upside potential for engaging in customized communications
• 38 percent of marketers don't know whether their personalized communications have outperformed their traditional marketing communication techniques.
• Nearly 50 percent of marketers report having fair to poor or little knowledge of customers, and almost 47 percent rate their company's data integration capabilities as being deficient or needing improvement
• In professional services, 56.2 percent rated their customer data as "extremely good" or "reasonably reliable."
• Only 10 percent of respondents rate the accuracy and reliability of their customer data as extremely good.
• Chief marketing executives are the primary champions of personalized marketing initiatives, but sales and customer relationship management groups most frequently maintain control of the data that provides the foundational input for these campaigns
• Many marketers currently spend less than 10 percent of their budgets on personalized communications. Looking ahead, 55 percent say they will spend more than 10 percent.
• Almost 40 percent of respondents say they are generating either of "extremely effective and measurable ROI" or "better response rates than other programs."
• Individualized letters and e-mail are by far the most common form of personalized communication. Personalized print on-demand and variable data printing are not showing as much traction
• Currently, conversion and close rates are the primary measure of success, followed closely by e-mail actioning
In 2006, the Chief Marketing Officer Council found over 26% of executives pointed to a lack of data and systems integration that prevented their organization from achieving the optimal level of customer insight and intimacy. the current CMO Council's 2008 Marketing Outlook study still finds that only two of the top five solution investments for the year are CRM tools and customer analytics.
In introducing the study, The Power of Personalization, Donovan Neale-May, Executive Director, CMO Council writes that "...marketers are still missing the mark on how to leverage and utilize data, and because of this they are unable to realize the full potential of personalization tools, services and solutions."
The new emphasis and importance of individualized lifecycle marketing techniques is escalating, says the report, as companies see the impact, differentiation, loyalty and word-of-mouth results of customized communication.
Quoting from current research, the following statistics are said to support the move to the impact of personal communications :
• The Winterberry Group said that spending on direct-mail advertising (an integral part of personalized communication applications) shows no sign of abating; investments by marketers totaled $58.4 billion in 2007, and that figure is expected to increase to more than $70 billion by 2011
• The EmailInsider reports that more than $3 billion was spent in the U.S. alone on e-mail marketing
• The Power of Personalization finds that 56 percent of marketers believe personal communications out-performs traditional mass market delivery. Digital, database-driven channels (email, web, contact centers) reportedly offer the most upside potential for engaging in customized communications
The study concludes that personalized marketing techniques are still in the early stages of being integrated into most companies' marketing campaigns and budgets. While the need for quantifiable tools for gauging effectiveness and ROI exists, marketers are also lagging on adoption due to the lack of accurate and reliable customer data sources. Quantitative results include:
• Improving customer retention and loyalty is the primary driver of personalization strategies; while there is high-perceived value of customized communications, usage is still very low despite many years of experience.
• Over 56 percent of marketers believe personalized communications out-perform traditional massmarket delivery; digital, database-driven channels (e-mail, Web, contact centers) reportedly offer the most upside potential for engaging in customized communications
• 38 percent of marketers don't know whether their personalized communications have outperformed their traditional marketing communication techniques.
• Nearly 50 percent of marketers report having fair to poor or little knowledge of customers, and almost 47 percent rate their company's data integration capabilities as being deficient or needing improvement
• In professional services, 56.2 percent rated their customer data as "extremely good" or "reasonably reliable."
• Only 10 percent of respondents rate the accuracy and reliability of their customer data as extremely good.
• Chief marketing executives are the primary champions of personalized marketing initiatives, but sales and customer relationship management groups most frequently maintain control of the data that provides the foundational input for these campaigns
• Many marketers currently spend less than 10 percent of their budgets on personalized communications. Looking ahead, 55 percent say they will spend more than 10 percent.
• Almost 40 percent of respondents say they are generating either of "extremely effective and measurable ROI" or "better response rates than other programs."
• Individualized letters and e-mail are by far the most common form of personalized communication. Personalized print on-demand and variable data printing are not showing as much traction
• Currently, conversion and close rates are the primary measure of success, followed closely by e-mail actioning
Subscribe to:
Comments (Atom)