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The CMO Council's e-bulletin Marketing Magnified is distributed monthly. Expect marketing news you can use, ideas that challenge your thinking, and industry content that will help inform your decision making. Look for technology and marketing thought leadership every month from Marketing Magnified. Read current issue spacer

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spacer Secure the Trust in Your Brand Consumer Report August 2006. As the business-consumer relationship becomes more digitally dependent, successful information security management is becoming a critical determinant of brand trust, confidence and reputation. This report details consumer insights and attitudes toward security issues and their effect on brand loyalty. It is the first in what will be an ongoing, comprehensive study of the impact of security on corporate brands...
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spacer Market Vigilance Product Diligence: Powering Product Marketing Effectiveness June 2006. A multi-billion dollar global computer equipment company had a problem: with product marketing stakeholders operating in silos, there was little overall control over data that poured into the company daily. As a result, competitive response decisions that should have taken days to make at most stretched to two months. The result: a huge dip in market share that translated into hundreds of millions of dollars lost...
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spacer Select & Connect: Strategies for Targeted Acquisition and Retention April 2006. Select & Connect: Strategies for Targeted Acquisition and Retention explores the strategies, processes and methodologies to achieve maximum customer acquisition, retention and profitability. It also examines the marketing organizations level of customer knowledge, as well as the segmentation approaches used to target and acquire top prospects and profitable opportunities. By revealing pain points and best practices, our goal is to help marketers better define and implement optimal customer-centric programs...
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spacer Targeting With Texting: The Value of Just In Time Mobile Messaging March 2006. According to professionals across a wide range of industries, text messaging has blossomed into a critical mechanism for enterprises and organizations as a means of instant, effective and affordable alerts. Text messaging, the practice of sending short messages to mobile devices, is enabling enterprises and governments to instantly send urgent alerts and notifications to support customer service, marketing, emergency management, and internal communication. And most companies expect to increase their usage of Short Message Service (SMS) in the coming year due to the immediacy, reach, mobility, and affordability that the medium offers...
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spacer Remote Revolution Report December 2005. As the world's mobile and remote workforce expands rapidly, to an anticipated 878 million by the end of this decade, companies are increasingly grappling with tough questions about how to best support, secure and empower their workers. Employee expectations are rising for ubiquitous real-time access to messaging and data, and 24/7 support for the devices and applications that can help deliver it. Each new mobile worker represents not an incremental impact on security and support requirements, but a multiplier effect, since the average worker uses multiple devices, each carrying multiple new applications accessing the corporate network. The demands of IT support and security for mobile workers is on a growth curve that threatens to rapidly overwhelm businesses, becoming a serious business performance issue for companies of all sizes...
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spacer Renovate to Innovate Survey Report November 2005. Chief Marketing executives are challenged like never before to reshape, restructure and re-skill their organizations. Driven by new forces and factors in the marketplace, marketing organizations, functions and processes are going through fundamental realignments. No longer just brnad communications and tactically driven, marketing groups must now fill the pipeline with prediposed prospects, optimize customer value, and be accountable for demand generation and market differentialtion through integrated, multi-channel campaign management. This requires new competencies and knowledge in business analytics, database management, strategic planning, digital marketing, field sales, channel operations, and financial modeling...
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spacer RetailFluency Report October 2005. The CMO Council, in partnership with The ConsumerEdge Research Group, surveyed retail shoppers at three consumer electronics stores in four U.S. markets to study the impact of the Internet on in-store purchasing behavior. While the findings represent a single snapshot of consumer behavior, they paint a clear and dramatic picture of the shifting landscape of media influence. The Internet is climbing in usage and purchasing influence, magazines, TV and radio are being marginalized, and newspaper influence, while still strong, appears increasingly limited to coupon offers and sale notifications...
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spacer Define What's Valued Online Survey Report September 2005. Just as consumers now flock to the Internet to reserach vacation destinations or new cars, buyers of B2B technology turn to the Web to research IT products, services and solutions. In fact, the majority of today's technology buyers are using the Internet as their primary resource for purchasing decisions. According to eMarketer, last year 65 percent of U.S. B2B buyers turned to the Web first when researching technology solutions. That number is expected to rise nearly 70 percent in 2005. Clearly the Internet is the destination of choice for researching technology purchases...
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Crunch Time: Global Competitiveness Audit Full Report. April 2005 If you're an executive in the North American high technology or telecommunications industries, there is a high probability you are feeling the heat of increasing global competition. In general, your competition is bigger, tougher, and decidedly more global than ever before, and it is often coming from companies that heretofore did not sell into your market spaceUnfortunately, there is also a strong likelihood you have not taken all the steps necessary to prepare for this tougher and fiercer business environment. If your company is like most North American technology businesses, you are not conducting formal company-wide assessments of your competitiveness. There's no executive who is formally assigned to that task. What's more, your efforts and investments in product innovation, customer intimacy and operational improvements may be insufficient to keep pace with your tougher competition...
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Crunch Time Executive Summary Report. February 2005 If you're in the technology or telecommunications industries, how do you rate your company's competitive preparedness? If you think you're in a "very good" position, consider yourself very lucky because the odds overwhelmingly suggest you shouldn't be that confident. In fact, more than 70 percent of executive in these industries say their preparation is good or fair, with another 15 percent sinking even lower. As the competition heats up, if you lack a competitive strategy, there's enough room for your rivals to take a lead. Knowing your industry is changing and understanding the essential drivers of future competitiveness are the first steps in closing this gap...
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Crunch Time Presentation. February 2005 Highlights: Three mega trends are cutting across the Tech industry increasing opportunity but also competitive intensity. Based on survey of 300 US Tech executives, companies need to be better prepared to respond to this trends and tougher competition. Raising the level of competitive strategy to the company level is needed to address the broader market dislocations that are occurring. US Tech is not standing still and taking key actions, however, it may not be enough considering the market changes underway; Need to Innovate beyond the core.a few big bets, engage Customer/Channel in CRM improvement efforts, and develop company level China and India strategies. In addition, global players and potentially tightening capital markets will keep pressure on price and margins, requiring continued focused on operations improvements and strong capital management...
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spacer Digital Directions Survey Report. February 2005 Today's promotional marketing industry is in the midst of a metamorphosis. As the Internet realizes its potential in reaching consumers and business, and with the proliferation of wireless networks and digital devices, digital media and technology are transforming promotional marketing. But there appears to be a knowledge gap that is causing missed opportunities for marketers. Digital Directions: How Technology is Touching & Transforming Promotions is a new study of the impact of technology on promotional strategies, activities, processes, functions, and outcomes. And according to the survey's respondents, that impact is monumental...
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spacer Staging & Gauging Survey Report. February 2005 After facing the challenges of reduced travel following 9/11 and event-spend cutbacks during the subsequent business slowdown, event marketing has rebounded magnificently. Expenditures on sponsorships, shows, conferences, meetings and other event activities grew by 15 percent in 2003 to over $140 billion, per Promotion Marketing Association/PROMO magazine. And industry insiders expect 2004 to also look strong. This environment led the Chief Marketing Officer (CMO) Council to launch a new thought leadership initiative that takes a closer look at the role, value, criticality and effectiveness of events as a vital part of the strategic marketing mix-from both the event manager and the CMO points of view. The first part of this initiative is a new survey entitled: Staging & Gauging: Do Events Pay Off? One component targeted event marketing managers, with 230 responding. The other targeted CMOs, with 189 respondents...
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spacer 2005 IT Marketing Trends Survey Results. December 2004 Nearly two-thirds of technology companies plan to spend more on lead generation initiatives in 2005 than in 2004, and more than three-quarters of agencies say their clients will do the same. According to 371 technology companies and agencies surveyed by Bitpipe, Inc. and Sam Whitmore's Media Survey (SWMS), 49% of tech marketing budgets will be allocated for advertising and online sales lead generation in 2005. While 66% of the firms polled believe the priority assigned to sales lead generation will increase in 2005, only half as many-33%-projected an increase for 2004.
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spacer Software Drain or Business Gain: Assessing Application Value, Relevance and Cost to Your Company. November 2004 This report is a new BPM Forum Thought Leadership Initiative that looks at the state of software deployment and return on investment in today's enterprise. The study measures executive satisfaction with the value of software in their organizations and examines what companies are doing to ensure that applications are satisfactorily aligned with business strategies and relevant to current needs. Study results indicate that companies are highly challenged to keep their software infrastructures aligned with current business strategies and needs. However, this isn't only a problem of companies finding it difficult to build the right software when they need it; it's also a problem of not being able to get rid of it when the time comes...
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spacer Gauging the Cost of What's Lost: Improve the Return on the Resource Burn. November 2004 Improve the Return on Resource Burn is a new thought leadership initiative that studies business performance in one of the most critical areas of endeavor for the modern commercial enterprise, business demand acquisition. Creating and managing the new business pipeline – the process of generating, capturing, qualifying and converting
business opportunities – is essential to the growth and profitability of companies across every industry and geographic market. As this study shows, business demand acquisition is a mission-critical process in which companies invest heavily, but generally are dissatisfied with the results. Put positively, it is a business process ripe for performance improvement...

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BusinessWeek Special Report: Cult Brands. August 2004 The BusinessWeek/Interbrand annual ranking of the world's most valuable brands shows the power of passionate consumers.
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spacer Making Marketing Messaging Meaningful (MMG Report). July 2004 A survey of the nation's leading technology Chief Marketing Officers revealed that messaging is seen as both an increasingly strategic discipline as well as a largely untapped opportunity to build brand equity, establish competitive differentiation, and enhance sales effectiveness...
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spacer CMO IDC Executive Brief: Tech Marketers: Use the Marketing Mix to Build Awareness plus Demand. February 2004 - Adapted from Marketing Budget Planner 2004: Program and Staffing Benchmarks by Richard Vancil…
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spacer MPM White Paper: the results of "Measures+Metrics: The European Marketing Performance Measurement Audit" June 2005. This survey, fielded in Europe from March to June of this year, drew nearly 200 responses from senior technology marketers. Topics explored in the study included the extent of MPM adoption; factors driving interest in MPM; levels of satisfaction with current ability to measure marketing; primary challenges in MPM adoption; levels of investment in MPM; and return on investment via MPM.
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spacer Assessing Marketing's Value & Impact (The MPM White Paper). June 2004 The CMO's survey reveals that the measurement of marketing performance and marketing’s return on investment is a high priority. Few companies – less than 20% - to date have developed meaningful, comprehensive measures and metrics for their marketing organizations. Over 80% of the companies surveyed expressed dissatisfaction with their ability to benchmark their marketing programs business impact and value. Yet those companies who have established a formal, comprehensive measurement program achieve superior financial returns and have higher CEO confidence in the marketing function.
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spacer Dynamic Content. Why the Days of Batch and Blast Emails Are Over. September 2004 What happened to the days of simplistic email? When an email message promoting a $5 discount generated open rates of 70% and click-through rates of 50%? Back in the “old days,” organizations using email as a marketing and / or communication tool were coasting. A generic email message sent to thousands of subscribers resulted in response rates that no other medium had achieved. And then…
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spacer How to Select a Web Conferencing Solutions Provider. July 2004 The increasingly competitive global marketplace is one based on information and driven by technology. Organizations succeed or fail on the strength of their collective knowledge, and how quickly and effectively they use technology to turn this knowledge - through communication and collaboration - into a competitive advantage. Coupled with this pressure is the operational mandate to control costs. The challenge facing today's companies is how best to harness knowledge through effective and efficient communication while streamlining operations and reducing costs...
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spacer Dealing with Commoditization. May 2004 - Finding New Ways to Add Value to Customers' Changing Lives -- Today's marketing strategists are faced with a critical challenge: how to offer customers new value, and remain relevant in the face of customers' changing workstyles and playstyles. The reason? Rampant commoditization that is affecting virtually every market.
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Digital Lobby
Improving Customer Engagement Online

The CMO Council, Accela Communications Inc, and Massachusetts Innovation & Technology Exchange (MITX), in conjunction with its online marketing arm, Boston Interactive Media Association (BIMA), announce the release of Digital Lobby: Improving Customer Engagement Online. The on-demand Webcast was developed by the coalition to help marketers respond to one of the biggest challenges they face today: a distinct change in how consumers interact with and control marketing messages.
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QUANTIFY TO MULTIPLY.The Value of Marketing. Practical Pointers and Road-Tested Techniques for Performance Measurement from Members of the CMO Council.

Well-known marketing journalist, Kelly Shermach, will handle the special book-authoring project for the CMO Council keying off the ongoing thought leadership initiative around Marketing Performance Measurement (MPM). In addition to filing a 700-word report on each MPM Forum, Ms. Shermach will deliver a comprehensive manuscript from the aggregated content, contributions, presentations, discussions, and points-of-view expressed at the MPM Forums and in subsequent interviews and conversations with keynote speakers, panelists, presenters and participants. This manuscript will form the basis of a new book to be released in 2006, entitled QUANTIFY TO MULTIPLY…The Value of Marketing ™
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Asian Brand Strategy
A New Book by Martin Roll

Asian Brand Strategy offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands, and it a must-read for Asian and Western business leaders as well as anyone interested in the most exciting region of the world.

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