B2C Marketing

Thursday, 6 February 2014

Should You Purchase a Super Bowl Ad Next Year? Three Things Every Marketer Should Consider

recent study found that the ads that ran during last year’s Super Bowl game didn’t change consumers’ buying habits. While it’s easy to dismiss running an ad during the Super Bowl as a triumph of hubris over the bottom line, marketers have an opportunity to improve their marketing ROI as they work through the ad buying decision process.

Companies run TV ads for a variety of reasons; given the enormous cost of producing and airing an ad, the implications for the bottom line can’t be ignored. Here are a few things for marketers to consider as they watch this year’s ads and consider how they might best use next year’s marketing budget.

Tuesday, 4 February 2014

Every CMO Can Get Big Value from Big Data

ThinkVine's CEO Mark Battaglia spoke last week at the Argyle Chief Marketing Officer Leadership Forum in Los Angeles on how every CMO can get Big Value from Big Data.

More than ever marketers are under intense pressure from CEOs and CFOs to justify their investments in terms of “boardroom metrics.” The explosion in rich, but complex data sources promises to deliver better decision-making information, but results have been less than expected based on the hype and investment of Big Data. Marketers need to transform the way they think about and handle Big Data to get Big Value.

Tuesday, 29 October 2013

Marketing Transformations: From Historical Analysis with Extensions to Forecasts that Guide Actions

“Analytics” is a vague term. Vendors offering software and services to marketers like it because it implies added value while avoiding the wonkiness associated with words like “statistics.” Marketers crave objective information, but only infrequently have the education or inclination to really understand the pros and cons of the methods that turn data into the information they use. As a result, marketers tend to gravitate toward techniques that are easy to explain, and they rarely question the efficacy of familiar-sounding approaches as market conditions change or when those approaches are applied in new ways. 

Tuesday, 29 October 2013

Marketing Transformations: From Mass Marketing to Targeting Consumer Groups and Individuals

The increasing diversity of consumers and fragmentation of consumer media consumption habits both contribute to the decline of the effectiveness of mass marketing, even for brands in product categories with widespread appeal. Although this change started many years ago when cable television debuted and all types of direct marketing flourished, it has received increased attention in recent years as the number of marketing options for advanced segmentation and personalization have increased.

Tuesday, 29 October 2013

Marketing Transformations: From Budgets as Roll-Ups of Tactics to Budgets as Expressions of Strategy

Often, overall marketing budget levels are set by a financial mandate (increase of x% from last year). Then, allocations by tactic, group and geography are made based on a combination of historical metrics, rules of thumb, opinions and “keeping up with Joneses.” The silo-ed approach described above devolves into a zero-sum game in which each party lobbies for resources by presenting data and making claims that support its interests. CMOs are forced to play Solomon to establish budgets, using historical data and their gut to make trade-offs between the sum of the requests and the agreed to high-level strategy.