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'Corporate Accountability'
Wednesday, June 11th by Amanda
Your 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?
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Tuesday, June 17th by Ted Bahr
Some 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.
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Monday, July 7th by Jen
ANA 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.
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Uncertain 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."
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None 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think you’re paying to reach 50,000 subscribers, but in actuality, only 30,000 names are viable because the data is out of date, or no one at the address actually requested the magazine (meaning there’s a high chance that it goes straight into the recycling bin).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.

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Tuesday, July 22nd by Mark
Big 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.
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The 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.
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Friday, August 8th by Jen
In 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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Tuesday, September 16th by Mark
Bob Liodice, from the Association of National Advertisers, talks to marketers about advertising ROI and why campaigns often fail. He suggests that an “accountability culture” is what it takes to improve marketing effectiveness. Read his article to learn more about how accountability improves ROI measurement.
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Monday, January 19th by Stephanie
Conversation Agent ponders the topic of Advertising, PR and Saving Newspapers saying, "Circulation does not matter to advertising alone, it matters for PR purposes as well. Would you bother pitching a publication, especially a trade publication, for a new product launch if it had weak circulation? It could be an excellent publication, but if the numbers are not there, I suppose you wouldn't. Scale is still important in new media. When I asked if you need trade media for a new product launch we had a pretty animated discussion. I was focusing on the news value to customers and prospects and their ability to get the information. Of course, there is value in third party reporting of the news. Is that the only role of newspapers?" Take a read and join the debate.
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