Within large companies, there are an increasing number of activities and people to manage, including suppliers and third-party agencies. These activities are often supported by underdeveloped IT systems—but marketing is always “too busy” with campaigns, web content, and other activities to do anything about it. Learn how marketing resource management systems can help manage marketing activity and accountability.
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Today, more than 100 million web sites vie for the attention of consumers worldwide. Many of them will use a search engine to find the goods, services, and information they want. When they do, you want to make it clear that you have what they’re looking for—you want their search to start and end with you. Learn more about how to use a content management system to create web content for search engine optimization (SEO).
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You can have the best sales pitch in the world, but if you don’t know who your audience is, or what they’re looking for, your strategy is based on chance. Marketing—smart, cost-effective marketing—is about listening to what a specific person or group of people are looking for and responding to their needs or desires. Learn how to use analytics to focus your marketing efforts, for more effective and efficient results.
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In marketing, customer lifetime value (CLV) is the present value of the future cash flows attributed to a customer relationship. Using CLV as a metric tends to place a greater emphasis on customer service and long-term customer satisfaction than on short-term sales. Find out how to calculate CLV and why assigning customers a potential total monetary figure can be a useful metric when evaluating customer acquisition cost.
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How does your company approach direct mail? Do you just randomly send the same package to everyone on your list, without regard for past behavior or purchase models? Probably not—so why is it that when it comes to e-mail marketing, many companies apply an entirely different standard? Don’t waste your time and your customers’—use information about their online activities to get a better customer view and increase revenues.
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Focusing on the customer is not new. But some companies are going deeper into a customer experience management strategy to become customer-centric. Can you manage every part of the interaction and experience your customers have with your company? Learn how to develop a customer-centric approach that will make your customers feel not only connected, but delighted, loyal, and able to be a consistent advocate of your brand.
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When marketing managers look to expand their teams, they measure individuals on a number of different attributes, including creativity and attention to detail. And it’s no different when signing on with a marketing services provider. When outsourcing a database marketing solution, you should spend time evaluating the services offerings as well as the capabilities of various marketing services providers. Find out how.
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Getting the right content management system (CMS) to fit your needs is essential to the successful delivery of online communications and information management. Sadly, companies often find themselves with a CMS product that fails to meet objectives set for it. Don’t lose your way during the CMS solution procurement process—discover the seven cardinal sins of choosing CMS software and how to avoid committing them.
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Want to really frighten someone? Invite the poor soul to a meeting titled “Marketing Integration Planning.” Because when marketers hear “integration” they imagine the goal is total, perfect integration, and lose heart—not realizing smaller victories can be achieved along the way with big payoffs. Demystify integration: discover what’s really achievable based on the needs and capabilities of your company and suppliers.
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Virtual worlds where customers can connect and share information are another channel through which marketers can improve the customer experience. Social networks can help you gain customer input on product and service development—and, of course, to reinforce brand messaging. Learn the four steps you can take to improve your customer experience by integrating online, off-line, and branding efforts via social networking.
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One of the best starting points for determining a web site strategy is to understand both the market that your company operates in and the needs of your key stakeholders. But most companies today are highly complex and political, making the identification and prioritization of stakeholders a difficult task. Discover the three key broad stakeholder groups that you need to factor into your web strategy planning.
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The demand for content management systems (CMSs) is undisputed, as businesses wrestle with the exponential growth of data flowing in and out of various storage devices. Swift and easy access to content is essential in nearly every aspect of business today. However, many enterprise content management (ECM) systems are not deployed properly. Find out how to choose an ECM system that your employees will find easy to use.
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Over the past few years, many marketing departments have been involved in selecting and deploying analytical solutions, building marketing databases, and implementing campaign management. These solutions have helped in some ways, but they do not help manage the marketing process or manage marketing assets and resources. Find out about how operational marketing applications can help you achieve more substantial benefits.
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In today’s complex, ever-evolving marketplace, the need to integrate marketing processes and channels has never been more apparent. Marketers are looking to maximize the value of each customer interaction, both inbound and outbound. Customer analytics is a critical function in leading this change. Find out how embracing analytics can help you evaluate campaigns, drive contact strategies, and enhance customer experience.
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What can user-driven applications like Morello and Microsoft’s Office SharePoint (MOSS) 2007 do to help your web content management strategy? By combining the two, users can develop web applications and collaborative workspaces themselves rather than acquiring IT development input. In doing so, they unlock the silos of working practices and content stores, and add significant value to the web content management strategy.
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New Star Asset Management was looking to maximize its existing sales channels and drive more information gathering via the Web. In order to achieve its aggressive targets, it needed to find a way to make better use of the Web, while reducing costs. Since integrating a Web content management system, New Star has seen a significant drop in Web-related expenditure—with cost savings of nearly 68 percent in the first year.
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The Web has become a vast potential business asset for many companies today. But while business users have the vision, it’s the IT department that actually creates and deploys the Web application. This often raises the question of Web site ownership. Empowering both parties with the right tools to match their respective skills can help address this question—and many others—for businesses in this confusing situation.
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