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Wednesday, June 11th by AmandaYour organization has to undergo a financial audit. Your products probably have to undergo performance audits and certifications before you can offer them to the public. So why don't publishers and event managers have to follow suit?
Tuesday, June 17th by Ted BahrSome of the findings in the 2008 Marketing Outlook report from the Chief Marketing Officer (CMO) Council are startling. When asked how they tracked and measured return on marketing spend, nearly 20 percent of marketers said they did nothing, and 34 percent said they were only just now planning to introduce a formal ROI tracking system.
Monday, June 16th by AmandaRichard Willingham, BPA director and president of the marketing agency motum b2b, has a series of three articles on the importance of professional accountability and the use of audited media. He looks at due diligence, media buying decisions, applying best practices and avoiding media lemons.
Monday, July 7th by JenANA finds metrics, accountability work in progress, discusses the findings of a survey that was just released by the Association of National Advertising (ANA) and Marketing Management Analytics (MMA). After interviewing 128 senior-level marketers, the survey shows that marketers are under pressure from top management to make marketing operations more accountable.
Thursday, July 10th by David Green, Director of Marketing, AmPAC Region, Fluke CorporationUncertain economic times mean that financial accountability and marketing are going to go hand-in-hand whether we like it or not. In the blog post 7 Strategies for B2B Marketing during a Recession: The Definitive Guide, Jon Miller, VP of Marketing for Marketo, states, "...marketing investments must be justified with a rigorous business case and should be amortized over the entire ‘useful life’ of the investment."
Wednesday, July 16th by David Green, Director of Marketing, AmPAC Region, Fluke CorporationNone of us would write a cheque for an order of widgets without checking that the right number of widgets arrived in good condition. That’s basic financial accountability, right? So why get sloppy when buying media? If you buy advertising space in a publication that doesn’t have an audited circulation statement, you’re spending your money on an unknown audience. You are at the mercy of the publisher. You might think you’re paying to reach 50,000 subscribers, but in actuality, only 30,000 names are viable because the data is out of date, or no one at the address actually requested the magazine (meaning there’s a high chance that it goes straight into the recycling bin). Or maybe you pay for 50,000 readers, but only 30,000 of those readers have purchasing influence or are in the right geographic area for your company.
Wednesday, July 16th by Mark
This entry talks about economic downturns and what they mean for marketers. Anna Farmery, Speaker and Social Media Coach, believes that recessions cause us to think about how engagement occurs rather than how to buy it.
Tuesday, July 22nd by MarkBig brands attend the ANA Marketing Accountability Conference to discuss programs and strategies for improving accountability in advertising. Read to learn what other companies did to build the relationship between marketing and finance over the past year.
Wednesday, July 23rd by David Green, Director of Marketing, AmPAC Region, Fluke CorporationThe headlines are full of the dreaded R-word…recession. The temptation (or perhaps the mandate) to slash marketing budgets is all around. But do you take your foot off the gas going up hill? Better to downshift and create more torque. In Marketing in a Recession: Beyond the Obvious by Chris Koch, one of the recommendations is to maximize your vertical marketing strategy. Why? Because some verticals will be more ‘recession-proof’ than others. For example, the aging baby boomers mean that healthcare is thriving—and pretty much guaranteed to do so for a long time.
Friday, August 8th by JenIn this entry, Post 911 offers b2b marketers some great advice about how to stay accountable in spending and how to demonstrate your professional worth.
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