Blog: marketing effectiveness
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The Red Thread for Effective Marketing Execution
7/19/10Continue ReadingHave you taken the time to look around at what's happening across many business organizations lately? The typical IT and Marketing departments have gone through a dramatic change. The last few years have been quite a renaissance for these groups. Gone are the IT operations and development groups. Most of these roles have traveled the less-expensive-yet-not-always-faster outsourced direction. Now, there are more clouds than switches.
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Measuring Marketing Efficiency
7/16/10Continue ReadingAt Quaero we are often asked to help marketing organizations that feel like they are “inefficient”. Sometimes what I find is that they are, in fact, fairly efficient, but that their marketing investments are not “effective”. In other words they execute well but do not get good outcomes. By the same token, I work with companies who are effective – they get good marketing results – but who collectively tear their hair out every time they work together on a marketing program because they are so inefficient and it’s therefore so hard to get things done.
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A seismic shift from marketing efficiency to marketing effectiveness
5/17/10Continue ReadingThe 2010 Forrester Marketing Forum focused at a high level on adaptive marketing. What does that really mean? Responding to the market, performance based decision making, or understanding and integrating emerging platforms such as social? Triple yes, and the Forum covered them all. But all of these tactics, while making a marketer more efficient, may not necessarily make them more effective.
