Integrated Marketing : Marketing management

Booz Allen Hamilton highlights the key trends resulting from the Marketing & Media Ecosystem 2010 Study, a cross-industry, multi-phase study designed to explore how the digital media environment is reshaping the ecosystem of marketers.

Game-related advertising, a fairly new technology seems to have caught the eyes of some of the nation's biggest advertisers. This article explores how advertisers are utilizing computer games as a place to advertise. The article also explore challenges associated with game-related advertising including counting impressions and getting game publishers to produce term sheets so you know exactly what you are buying.

With the explosion of new technologies marketers have the opportunity to better meet consumer needs. Written by HP's Vice President of Corporate and Brand Marketing Gary Elliott, this article provides thoughts on how marketers can manage products, promotions, and the positioning of their brands.

This article explores how real-time automated business processes will soon revolutionize the advertising and marketing industry by allowing marketers to streamline everything, in turn giving them the ability to make necessary changes at a moments notice.

The CEO of Atenga Per Sjofors describes in detail commonly made errors made by companies while pricing their products and services.

The former SVP for brand management and marketing communications at Verizon Communications and former CMO at Citigroup describes how brands stretch as services expand and evolve. The basic skill set required for good marketing has not changed, she maintains, but customers (and their needs) have changed enormously— and they continue changing almost daily. In such protean industries as financial services and telecommunications, the “single company message broadcast consistently to every audience” approach will no longer suffice. Instead, DeVard argues, companies must develop deep insights about a broadening array of customer segments and learn to communicate with each customer group meaningfully — and on the group’s terms.

Beth Comstock, president of integrated media for NBC Universal is the queen of digital media and leading the marketing community. Comstock reminds us that people really listen when you have money on the table, when you have a real action plan. Sometimes, it’s the simple things that will get you the kind of confidence you need from senior management — confidence to develop the very elaborate triple-Lutz program that you really want to pursue. You need to show you can skate across the rink first. If you show a proof point early on in the job, you’ll have more confidence going forward.

Yahoo! former CMO Cammie Dunaway sharpens the focus on the audience for a company that serves half of the users of the Internet worldwide. Ask Cammie about the most important attribute for a CMO who wants to prosper in the 21st century and she has a simple two word answer: “intellectual curiosity.” It’s just that kind of appetite for information in a very new kind of electronic enterprise that has distinguished the work of Yahoo and its top marketing officer. In an environment where the rules can change from hour to hour, curiosity about what’s next is a corporate imperative for growth — not to mention survival.

The man who headed strategy and business development for the Foster’s Group, Neville Fielke globally provides a hands-on guide to rebuilding brand focus. A perfect world, says Fielke, is where business strategy and marketing strategy are one. His ideal marketer is a combination of a left-brain and a right-brain thinker: an individual equally comfortable considering “the big idea” and a P&L sheet — someone who is entrepreneurial and creative, yet analytical and objective. Fielke wants people who combine passion and objectivity with an ability to integrate, mobilize, and be conceptual; this, he emphasizes, demands a new level of diversity in the modern marketer.

The CMO of Bank of America and President of BoA Northeast Anne M. Finucane draws on an ad agency background to promote innovative customer connections. “Do I think marketing is a core competency of banks?” Finucane asks. “Well, I think there has been more recent recognition among financial institutions that it is absolutely critical to growth. With the consolidation in our industry and broadening of products, services, and delivery channels, competition has escalated. Distinguishing ourselves from the competition requires operational excellence — and innovative, effective marketing.”

The retired CMO of Wachovia Corporation explains the bank’s bold gamble on a postmerger corporate brand. Wachovia’s corporate marketing culture is a fact-based decision making system grounded in a truly exceptional triumvirate. Because Garrity believed so strongly in getting a return on his marketing investment, and because he was the consummate team player, his marketing group has the legacy of working hand in glove with the corporate finance and analytics departments. Indeed, in his years as the CMO of Wachovia, Garrity set the standards for a new kind of marketing ROI and accountability.

In this presentation Marta Dapena-Barón, Founding Partner, Big Picture Partners and Hans Schwarz, Product Director, Johnson & Johnson discussed a marketing framework that helped align all areas of the organization along a common goal and facilitate decision-making.

In this article Bob Liodice, President and CEO, ANA, talks about what is being done in the area of marketing accountability.

Chuck Kapelke reviews the findings of the Booz Allen Hamilton report titled, "Marketing and Media Ecosystem: 2010."

Wharton Business School professor Dave Reibstein and Pat LaPointe, managing partners at MarketingNPV, present ten common-sense guidelines designed to help you to tell the difference between inspired genius and well-packaged PR when you evaluate marketing measurement tools and practices.

Read why some professionals believe creative an internal organization is crucial to success.

This article disscusses emerging opportunities for marketing professionals to use content management solutions which were historically targeted to IT professionals.

Based on responses from over 250 marketers, representing 165 unique companies, this whitepaper prepared by Andrea Rasmussen, Carolyn Ude, and Edward Landry of Booz Allen Hamilton, details how marketers and their agencies must change as the convergence of media and technology, changes the connection between marketers and end users.

In this presentation, the CEO of Marketing Evolution, Rex Briggs and Richard Grammier of NASA, talk about the different measurement tools that can assess marketing success.

This snapshot presents responses to questions posed to Gordon Wade, founding Partner, EMM Group, Inc, related to marketing accountability.

This benchmark completed by the ANA Multicultural Committee provides insight on how companies utilize and value their segment marketing managers.

In this panel discussion, three veteran executive recruiters who specialize in placing C-level marketers (CMOs) discuss the importance of doing due diligence during the interviewing process, building strong relationships, and having realistic expectations – on both sides.

ANA members discuss their best in class number of marketing suppliers, including how many marketing suppliers they work with and whether they opt for global suppliers or regional suppliers.

This presentation defines marketing resource management (MRM), explains how to roll out a MRM, and provides case studies as examples.

This 2007 ANA survey outlines the top issues on senior marketers' minds as identified by 100 senior marketers.

These best practices provide a list for selecting a quality business intelligence solutions vendor.

In this case study, Medco Health Solutions, Inc. shares how they successfully implemented enterprise marketing management (EMM).

This presentation focuses on the evolution of marketing including the importance of how the right insight can help make the most of new technologies and measures.

ANA members share their experiences setting up and running a Global Marketing/Advertising Digital Asset Library.

In this presentation, A-Team Advertising Advisors share their observations on IMC--what's working, what's not, what's next, and how to get the most from your agency partners.