Read five minutes and you know the pros and cons.
The marketing profession is changing constantly. This is episode 5 in a series about MarTech (short for Marketing Technology). In the previous articles we looked at: What is MarTech exactly? What can you do with it? And how can you ensure that your technology functions properly? As a marketing team, you can no longer do without MarTech. In addition to creativity and project planning, marketing now has a third component: technology. The digital tools that marketers use do not stand alone; a set of digital tools to plan and run marketing programs as effectively and efficiently as possible in different channels is called a marketing stack. In my previous post we saw that for a medium-sized marketing team of 10-30 employees, outsourcing the development and continuous improvement of your marketing stack can be a real advantage. The motto here: “Let marketers be marketers again”. But what are the real advantages and disadvantages of outsourcing? Continue reading
Who is responsible for marketing technology in your team?
The marketing profession is constantly changing. This is part 4 in a series of articles about Marketing Technology, also abbreviated to MarTech. In the previous articles, we looked at what a MarTech stack is and whether there is any value in it for a marketing department. This time we take it a little further:
Congratulations! You as a marketing director or manager have made the decision. You and your team want to get started with a MarTech stack. Or better, you’re going to ‘stack’. But who is going to do it? The whole team, you, a single employee? Or are other solutions possible? Continue reading
Or how you, a marketing director, can end up in a marketing technology jungle.
The marketing profession is constantly changing. This is the third article in a series about Marketing Technology, MarTech, in short. What is it? What does it mean? In the previous post we looked at what a MarTech stack is and what it can do for a marketing department.
The answer to that was that every marketing team uses a range of digital solutions to a greater or lesser extent. For example, e-mail, social media management tools and a content management system. We also looked at marketing technology stacks. The great advantage of a stack starts with viewing a set of tools as an ecosystem, instead of loose sand, making them work together better and making them work well together. Continue reading
In the last years, Tesla has shifted from a niche car brand to a premium car brand. Their sales increase from 111.94 Million in 2009 to 2.01 Billion in 2013 illustrates that shift.
A niche car brand, like Tesla was, doesn’t often use mass communication to promote their products. Continue reading
An interesting brand has be seen this year at the SXSW, the annual music, film, and interactive conference and festival in Austin. The conference might seem like an odd place for a motor oil brand presence, but it looks like Shell-owned Pennzoil might have the coolest activation around: Continue reading
During the Super Bowl game, there is on the side completely different competition going on: Which brand is producing the most valued TV commercial? Car brands are widely represented in filling up the breaks. But how well is their money spent? Continue reading
This is definitely not the average car commercial. General Motors “left their comfort zone” and questions the hard working life. What?! Well, not really. As Inside EV’s states, this ad could almost be the anthem to the hard working American. The goal is clear: work hard and you can afford a Cadillac ELR. But the questions that arises as well are “Is it worth it?” and “Why do we work so hard?” Continue reading
Nissan executives CEO Carlos Ghosn and global sales and marketing boss Andy Palmer are a bit disappointed about the image that Nissan has in the world. The title of their interview with Autonews made that clear:
A disconnect: Tech, quality and a so-so image. It just “doesn’t add up.”
Do you want to improve your marketing operations and define your focus in any project? If your answer is “Yes!”, what kind of methodology do you have to implement? Six Sigma, PRINCE or the relatively new Agile?
Here is a brief overview with the characteristics and pros and cons of each: Continue reading
Same brand – different marketing approach. How to get the best of both worlds and save 20% on your marketing expenditures?
Optimizing the marketing infrastructure can save up to 20% of the total marketing budget and achieve an additional 15% sales increase, according to a survey conducted by MRMLOGIQ among 99 marketing professionals in 22 countries. Key steps to improving marketing efficiency are consolidating and standardizing marketing materials and automating campaign management and marketing production processes. Marketing technology often is a big help in making marketing more efficient, but as implementing software requires investments, it is important to first identify what to improve in marketing and how. …Continue reading
What kind of transport will we use in the coming years? What are the opportunities and challenges for sustainable mobility in the future? These are questions that ask for a lot of brainstorming sessions and innovative ideas.
So Fiat decided not to answer these on their own. …Continue reading
Premium car manufacturer Mercedes will start selling new cars directly online this year. The web shop will be called “Mercedes-Benz Online Connection”. The starting date is still to be announced, but it is clear that the models that will be offered are pre-configured versions of the A,B and CLA. According to Automobilwoche a niche model, such as the CLS Shooting Brake could be added later on. The aim is not to offer some special cars, but cars that are attracting a large target group. The online store will start in Germany. …Continue reading
The media landscape is changing. Where television, print and radio where the core media two decades ago, the online world plays an even bigger part in our lives today. New media are full of new opportunities, also for marketing strategies: from video’s and social media platforms to interactive games and innovative mobile websites. …Continue reading
The role of today’s chief marketing officer has fundamentally changed. Knowledge of digital and mobile is more crucial than ever and many CMOs are currently struggling to understand today’s increasingly digital-savvy customers.
According to Mobile Marketer, CMOs need to better understand that reaching today’s consumer is not about traditional marketing. It is increasingly about creating contextual and relevant experiences that engage with customers and that begins with mobile. But while today’s consumers live in a mobile world, many of the CMO’s are still keeping their focus on traditional marketing.
But why are CMO’s slacking in mobile? …Continue reading
An Audi of America executive at Forrester Research’s Forum for Customer Experience Professionals East 2013 said that by redefining the employee experience, the brand was able to boost customer loyalty.
“Our goal was to redefine the customer experience,” said Jeri Ward, director of customer experience at Audi of America, Washington, D.C. “But first, we had to win over the hearts and minds of our employees.”
Audi took a three-step process to increasing customers’ feelings about the brand, which had to start with the feelings of the employees. Therefore, …Continue reading
Our article “Smartphone will take over online advertising” shows that the Northern European countries have the highest smartphone penetration. Therefore, it is logical to state that reallocating some of your marketing budget to mobile advertising in these areas would not be such a bad idea. Because whatever statistic you consult, mobile is growing. However….. …Continue reading
From the early days on car marketers use joint activities with other brands. Joint marketing activities or better joint promotions are a powerful marketing tool. The type and content of the joint activity can vary, but all have common traits. One of the elements that applies to all joint promotions, is that the parties collaborating have their own unique role. …Continue reading
In most of the Western countries, smartphone adoption among mobile users has passed the milestone of 50%. Other countries are really close to this percentage and will pass in this year or in 2014. In Europe for example, this is the case for the southern countries like France, Spain and Italy while Nordic countries like Norway, Sweden and the UK already passed. …Continue reading
Selling electric cars in the same way as mobile phones could boost sales, says Simon Donohue in the Telegraph. In his article he draws parallels between the marketing practices of mobile phone companies and operators and car manufacturers. He heads the article with “Why electric cars could be sold like phones”. The popular answer might be: because they can! However, the parallel between EVs and smart phones does not stop when the sale is done. …Continue reading
In the automotive industry in Europe, where click-thru-rates (CTR) as low as 0,1 percent, are not uncommon, this case by Cadillac might interest you. The luxury car brand recently tested several formats of rich media mobile ads around the launch of the new Cadillac ATS. Click-through rates were reaching up to 2.38 percent. Continue reading here for the full report by Mobile Marketer.