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Monday, September 13th by Ekaterina

Topics for discussion include:

  • Findings from the CMO-CIO Alignment Imperative study with Accenture
  • How Digital Marketing is Impacting the Consumer Decision Journey and Enabling Competitive Advantage (David Edelman of McKinsey)
  • Marketing Organization Review + Empowerment (MORE)Assessing, Integrating, Focusing and Developing Global Teams

External link: Chief Marketing Officer Council (CMO)

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Friday, September 3rd by Ekaterina

New research out of the U.S. finds companies are demanding more accountability from their senior marketing executives and marketing departments.

However, many companies still have a way to go toward implementing a consistent, formal approach to measuring marketing.

More specifically, the study by Forbes Insights and MarketShare Partners found that:

  • Marketers with budgets of less than $1 million favored metrics (58%), whereas marketers beyond the $1-million threshold felt that having a “big idea” was more important (58%).
  • The majority (68%) of marketing executives in the survey confirmed they have analytics in place to measure effectiveness and ensure accountability.
  • While three-out-of-four respondents confirmed that each marketing initiative begins with a comprehensible goal, just 56% verified there is a concrete system at the conclusion of a campaign to communicate the marketing impact.

External link: Canadian Marketing Association (CMA)

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Tuesday, August 31st by Ekaterina

A web seminar by the Business Marketing Association (BMA) – "B2B Branding: The Power of the Under-Promise" – will describe a three-step research- and process-driven approach to creating breakthrough B2B brands.

Each of the steps will be made real, practical, and applicable through sharing examples from the highly successful case story by one of market leaders in Workforce Management Software.

Touchpoints include:

  • Acknowledge the pain
  • Don’t over-promise
  • Find your brand’s authentic voice

External link: Business Marketing Association (BMA)

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Friday, August 20th by Ekaterina
BPA offers bundled package for print, event and online audits at no additional cost. In a shift toward total brand metrics, BPA Worldwide now bundles enhanced website traffic measurement with their members’ print and trade show audits without increasing their existing dues and fees. BPA web-only members can now include print or events in the same bundled package. Essentially, BPA members around the world will now have near real-time online reporting of audited web activity included with circulation audit of print products and attendance at exhibitions or events.

External link: BPA Worldwide

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Friday, August 13th by Ekaterina
Event organizers in the Middle East are undertaking professional audits of visitor numbers amid accusations of practices such as exaggerated attendance reports and inclusion of catering staff in official figures.

External link: The National

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Friday, August 6th by Ekaterina
The ISBM has developed a strong partnership with Advanced Industrial Marketing, which resulted in assembling some exciting new course offerings on video/mixed media which will be previewed in the “new offerings” segment of this meeting.

External link: Institute for the Study of Business Markets (ISBM)

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