Integrate to Accelerate Digital Marketing Value

Driving eMarketing Performance With the Right Platforms, People and Processes

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Overview

With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for global enterprises to improve the way they allocate, optimize, and justify spend. Functional marketing silos are being imploded and tightly connected for improved collaboration, integration, workflow, and use of critical data using advanced marketing automation platforms. 

Determining the optimal way to go to market has never been more challenging. A multitude of new media channels and online/mobile avenues of market access are fragmenting media buys. Channels of distribution are multiplying, requiring broader, more diverse, and customized marketing support. Sophisticated customer information gathering and database marketing techniques are seeing big shifts of marketing resources in areas that allow for improved behavioral targeting and personalization to optimize response and revenue potential. 

Market pace and velocity require more efficient and intimate online customer engagement, quicker product uptake, and viral affirmation through social and shared interest networks, as well as greater prominence and cost-effective prospect acquisition through websites and contextual search optimization, web content delivery, and pervasive mobile connectivity with customers.

Today's marketing planning process requires better data integration and analytics, more accurate forecasting and predictive modeling, higher levels of marketing group participation and accountability, as well as the deployment of closed-loop campaign performance dashboards. This will be driven by a wider embrace of marketing automation platform processes, continuous business activity monitoring, and intelligence gathering across all customer touch points, interactions, and transactions.

Customer expectation in the digitally driven world demands targeted, relevant, and meaningful engagement at every turn. As more customers consider defection from brands because the information, content, services, promotions, and engagements lack relevance and resonance, marketers must look to data-driven strategies that deliver the right message to the right customer at the right time—and in the right channel. This is data-driven precision marketing.

Learn

Read

Studies & White Papers

Articles

February 2013 - CMOs to Rein in Traditional Ad Spend, Press on With Digital Marketing - MarketingCharts 

February 2013 - The Digitally Distruptive CMO - Forbes 

February 2013 - Digital Marketing Kills Traditional Marketing: Mobile and Social Media are Hot Marketing Strategies This Year - dazeinfo

February 2013 - Top 5 Reasons Why Digital Marketing is Essential in 2013 - Chief Marketer

February 2013 - Content Marketing The Most Popular Digital Area Slated For a Budget Hike This Year - MarketingCharts

February 2013 - 71% of Businesses Plan to Increase Digital Marketing Budgets This Year: Report - eConsultancy

January 2013 - Marketers Tab Mobile Optimization the Year's Most Exciting Digital Opportunity - MarketingCharts

January 2013 - Content Marketing Top Priority for Digital Marketing This Year - MarketingCharts 

January 2013 - More Marketers Having Trouble Understanding ROI From Digital Channels - MarketingCharts 

May 2012 - Digital Marketing Report Benefits From Implementing Tag Management - MarketingCharts

May 2012 - 8 Steps To Digitally Align Your Organization - cmo.com

May 2012 - Marketers Lack Confidence in Complex Digital Marketing Abilities - MarketingCharts 

April 2012 - Digital Coupon Users Spend More Than Average Shopper - MarketingCharts 

April 2012 - Digital Marketing Tools Not Yet Providing Key Strategic Insights - MarketingCharts 

March 2012 - CMOs Say Digital Cannibalizing Budgets from Traditional Media - MarketingCharts

March 2012 - Companies Adopt Digital Marketing Tools but Struggle to Measure ROI - KO Marketing Associates 

March 2012 - Digital Marketing to Hispanics in the US - eConsultancy 

March 2012 - Scripting a New Digital - The Hindu Business Line 

March 2012 - Digital Marketing 2.0 Study: CMOs Believe Big Data is a Game - WDM Group 

March 2012 - IT Risk Irrelevance in Digital Marketing Revolution - InformationWeek 

March 2012 - Right Place, Right Reason: Digital Brand Building - Marketing Week

March 2012 - Global Marketers Optimistic About Budget Growth - MarketingCharts 

March 2012 - Marketers Accelerate Social Display Ad Spending - BtoB Online 

March 2012 - Clothing as a Digital Marketing Medium?  - MarketingVox 

March 2012 - Senior Marketers seen Lagging in ROI Analysis of New Digital Tools MarketingCharts 

March 2012 - Ad Execs Bullish on Digital, Marketers more so on Social: Data Reveals 'Disconnect' with Agencies - MediaPost

March 2012 - Senior Marketers seen Lagging in ROI Analysis of New Digital Tools MarketingCharts 

March 2012 - Mobile and Video Grab a Greater Share of Digital Ad Budgets - eMarketer

March 2012 - Understanding Social Media 'Personas' is Key - MediaPost 

March 2012 - CMOs Say Full Stream Ahead for Social Media Spending - MarketingCharts 

March 2012 - Social CRM said Boosting Sales Productivity by 11.8% - MarketingCharts

March 2012 - Report: Too Many Digital Ads can Harm Brands - BtoB Online 

February 2012 - Study: Small Businesses Embrace Digital Marketing - BtoB Online 

February 2012 - Digital Ad Overload Proves a Major Turn-Off for Consumers - Marketing Charts 

February 2012 - Digital Brands Reorganizing to Become More Customer-Centric - Marketing Charts 

February 2012 - Marketers Shifting Budgets from Traditional to Digital Media - Marketing Charts

February 2012 - Men More Willing to Share Personal Information on Social Media - eMarketer

February 2012 - US Consumers Hold Businesses Accountable for Online Privacy - eMarketer

February 2012 - Multichannel Campaigns Increase Reach, Branding Potential - eMarketer

February 2012 - Yesmail Releases 'Social Listening' Tool - DMN News 

February 2012 - Girl Scouts Offer Sweet Lesson in CRM - AdAge 

February 2012 - PepsiCo Trains to Tackle Digital Challenges - eMarkters

February 2012 - Nike's New Marketing Mojo - Fortune Magazine

February 2012 - Why Context is King in the Future of Digital Marketing - Mashable

January 2012 - Top 5 Digital Marketing Challenges for 2012 - EquiMedia 

January 2012 - 10 Challenges Digital Marketers Are Facing This Year - iMedia Connection 

Febrauary 2011 - Why Digital Marketing Challenges Everyone - WebProNews

September 2011 - Digital Marketing: Challenges, Best Practices for Beauty Brands - Inside Cosmeceuticals 

Blogs

Books

Program Themes

  • Marketing Performance
  • MarTech Trends
  • Marketing Innovation
  • Direct Marketing