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I, like many of you readers, work for a communication agency. Formerly known as an advertising agency. I was ruminating recently about the mountainous inflection point I felt we were in the midst of as communicators.
Here is the story:
Once Upon A Time
Once upon a time there was advertising. ‘Advertising’ agencies created television ads, ads for newspapers and magazines and ads to run on the radio. Structured advertising agencies had different departments producing these advertisements, presenting them to a client and ‘putting them on the air’.
As marketing becomes more data-driven, CMOs and other marketing leaders are finding themselves dealing with a new type of resource – the analyst, about whom they often know little about. Analysts are generally a very different breed from the rest of the marketing team and organizations frequently struggle to determine where they fit in the corporate structure.
Good analysts are highly sought-after and companies must think carefully about how to hire, retain, grow/develop them, as well as deploy them effectively on the most strategic projects. This issue is further complicated for marketers by the fact that the need for analytic expertise may exist in a number of other areas of the business, in addition to marketing.
Budgets are shrinking. The economy is lagging. And marketers are under the microscope like never before. With increasing pressure to be more effective and efficient, it's no surprise that just talking about ROI isn't enough. Marketers today must be accountable and they must prove ROI - only then can they move forward with the confidence of knowing what works and what doesn't.
For years now, we've heard about the promise of digital marketing and how technology will enable us to better track actions and link activity to revenue over time. Have B2B marketers seen this promise delivered? Given the particular complexities of the B2B buying cycle, are we even sure this promise can be delivered?
In this CMA leadership paper, we examine the new Canadian demographic (those in Canada five years or less); where they are settling in Canada, their country or origin, etc. We then focus on the key elements of diversity marketing, including the essential building blocks of a communication program. Examples of approaches by leading brands and a current industry case study offer insights into how organizations are marketing to newcomers and diversity segments. Also discussed is recent CMA research that helps frame how new Canadians (the student cohort, specifically) engage with brand through the various media channels.
Exclusive to CMA Members only.
Customer Experience
Stop, take a moment, and look up from today's reports, plans, forecasts and results. Think of five marketers you know and respect. It doesn't matter what company, sector, or specialization; just consider what they might be doing right now to help drive their organizations forward. Now, imagine you have two questions to ask them.
First you ask, "How do you ensure your brand is relevant to your customers?"
Then you follow with, "Who do you think provides a great customer experience?"
Quick-Start Guide
Designed to help marketers better leverage social media opportunities – CMA's Social Media Quick-Start Guide presents a business case for incorporating social media into the marketing mix, gives you the information you need to get started with social media and then measure your program’s success – and provides guidance on managing social media activities within the organization.
A template that walks marketers through the development of a direct marketing plan, outlining the key steps from initial objectives to expected results and ROI – enabling campaign customization. Developed by CMA’s Direct Marketing Council
Social Media Tips and POVs for Contact Centres
From a customer experience perspective, the "why" to engage in social media is convincing. Data from Synovate`s 2011 Global Trends Study shows that 62.5 per cent of online users in Canada reported using a social network - in the past week. Users are, in part, using this channel to air and resolve customer experiences – the good, the bad, and the ugly. Both customers and potential customers are making contact – and when they do, organizations had better be listening. The importance of social media monitoring is well grounded in both strategy and economics.
A unique partnership between SickKids Foundation and Wagjag.com helped the foundation boost donations and generate new donors over the 2010 holiday season.