Tagged 'marketing'

Keeping Your Marketing Numbers on Track: Applying Analytics to Promotion and Sales

Posted by Daniel Taibleson on April 17th, 2014 at 9:28 am

Demand for analytics is exploding, with Gartner principal analyst Dan Summer reporting that the business intelligence platform market grew eight percent over the past year to $14.1 billion. Half of new spending is contributing to data discovery, the branch of BI that makes analytics data and reporting available to end users. One of the most practical ways to benefit from tracking business analytics data is to see how sales numbers compare to your marketing efforts, and how each are impacting your ability to increase revenue.
Track Your Marketing Budget
The typical small business marketing budget averages about $2,000, according to a 2012 Staples survey. To effectively utilize such limited resources, it's vital to track the return for every dollar spent. Towards this end, Forbes contributor Dave Lavinsky says that first, you should review your overall financial situation to see what your profit margin leaves available for marketing. The Small Business Administration recommends that companies generating under $5 million annually with profit margins of 10 to 12 percent should assign 7 to 8 percent of revenue to marketing.
Second, decide where to spend your marketing budget, dividing expenditures between brand development and promotion. Finally, track which promotional tactics are working best and prioritize high-performing... Read more

Love Is Everything: Happy Valentine’s Day!

Posted by Denise Zimmerman on February 13th, 2014 at 2:51 pm

Millions will get engaged on Valentine's Day. Billions in products and services will be sold from jewelry to candy to flowers in a celebration of love. If you're not Hershey's, Godiva, 1-800-flowers, Alex and Ani, Red Envelope, Zales - what does this have to do with you?  Everything.
As we mixed, mingled, and shared our customer love stories at the recent iMedia Brand Summit, it was clear we are marketing in an age where human interaction and technology are intersecting in new ways. From wearables to holographic rock concerts, as summit keynoter, Becky Frankiewicz, SVP/GM Global Costco, PepsiCo adeptly put it "We are in the economy of experiences. The rules of marketing have changed. It's about engagement."
True engagement elicits emotion from joy, pleasure, happiness to love. The potential to elicit brand love is possible anywhere and anytime – and eMarketer has the data to prove it. Unlocking the power of love, creating brand evangelists, spreading and sharing brand love - creating true engagement is fundamental to our goals.
Love is one of the most potent human emotions that can connect and power us as a community. It connects us to the most successful brands in the world. It is... Read more

A Restaurateur's Best Friend: Q&A with James McKinney, CEO of SimpleDeal (Pt 2)

Posted by Rick Mathieson on February 7th, 2014 at 2:25 pm

In part one of my interview with SimpleDeal CEO James McKinney, we heard about how this new app connects passersby with restaurants right at the point of maximum interest.

In part two, we'll hear more about what it means to restaurants - including how they might be able to turn a trove of data into a gold mine.
CLICK TO LISTEN: Q&A: James McKinney, CEO of SimpleDeal (Pt 2)
(Approx 7 min, 25 sec)

Q&A: James McKinney, CEO of Simple Deal – A New Twist on Mobile Deal Apps for Restaurants (Pt 1)

Posted by Rick Mathieson on February 5th, 2014 at 4:28 pm

I'm digging SimpleDeal, which looks to be a promising new hyper-local mobile app that connects restaurants with customers at the point of maximum interest.
Unlike apps for setting reservations, receiving daily deals, pre-ordering meals and so on, SimpleDeal acts like a kind of digital wingman, enabling passersby to point their mobile phones at a restaurant to see the menu, find out more about its offerings, review any special deals and make a dining decision.
The restaurant can then follow up with new deals if the consumer opts in, but the app capitalizes on what I believe is mobile's greatest promise.
That is to say it is not push-based, it is pull-based - consumer activated, at the consumer's discretion, at the moment when a consumer is most interested in what you have to offer. And it is enabled through an online portal where restaurants can modify their messaging, or change out specials or deals, in real time.
Most important of all, it gives the client restaurant more than just a transactional ROI, it gives them added voice and value, by enabling them to share what they believe makes their offerings unique.
Time will tell if SimpleDeal, which is live in Long Beach California today, and about... Read more

When To Put The Brakes On Marketing Automation

Posted by Mark Edwards on February 4th, 2014 at 10:07 am

Those who know me and have worked with me know that I'm a fan of usingmarketing automation to schedule some messaging.  Not all messages, but some, especially on Twitter and text messages.  But I'm also a big fan of thinking about the audience and what the message will mean to them.  I ran across a case in point this morning and wanted to share it.  I'm not picking on the business that I'll talk about, I really love them, but this incident shows that they probably scheduled a text message and didn't account for how their database would be affected by it.
I'm in St. Louis, as is this business.  We're having snow today, many schools are closed, and the ones that aren't will most likely be sending students home early because the heaviest of the snow will be coming starting around noon.  TheMissouri Department Of Transportation has issued a "stay off the roads" alert so they can get to the snow and keep people safe.  So it's fair to say this isn't the day to be going out unless you really have to.
Even with all that happening, I got this text message at 8:40 this morning.

I've got to believe this was... Read more