forrester

New Marketing Technologies: CIO's and CMO's Need to Work Together

The new Forrester Research Inc report, “Emerging Technology Applications For Marketing," stresses the importance of businesses understanding up-and-coming marketing technology in order to effectively communicate to customers.  These technologies are a great support to the marketing mix.  Forrester advises CIO’s and CMO’s to work together for ideal business success. In order to stay relevant and reliable, CIO’s should be aware of new technologies that could be incorporated into the marketing strategy, especially in B2B companies. Some key takeaways from this report are as follows:

  • When you address customer needs effectively, sales follow.  Marketing should focus on putting the customer in the driver’s seat, which ultimately benefits the bottom line.
  • 58% of Marketing Professionals think IT and Marketing speak different languages.  56% think IT doesn’t understand our business.  In reality, the two departments are very closely related – both have a clear set of processes that help the organization relate to the customer, enhance the brand experience, collect data and help secure revenue.
  • One of the four emerging technologies to watch in 2011 is: Brand Advocate platforms to energize Word of Mouth (WOM).  Zuberance was given a notable mention as a supplier of this technology!
  • Consumers are increasingly more proactive in their advocacy of brands through recommendations across social media channels, which is extremely helpful for B2C companies.  But, B2B marketers can use Brand Advocate platforms to encourage WOM by loyal customers in order to generate sales leads, references, and share your thought leadership.
  • Encourage your marketing team to get customer feedback on how to improve.  With thoughtful responses you can deliver better customer service and collaborate with IT to find new technologies and vendors to address concerns or opportunities.

In conclusion, IT and Marketing can easily work together to employ new marketing initiatives that deliver more value and are sustainable in our highly social world.

-Lucy Arnold, Marketing Coordinator, Zuberance

VIDEO: The Marketing Power of Brand Advocates

We recently created this 3 minute video to highlight the marketing power of your best customers (AKA Brand Advocates)- who they are and what they will do for you- without being paid to do so. Check it out: http://www.youtube.com/watch?v=np15SFBPE3k

Some key stats:

  • The #1 motivation for Advocates to recommend is to help others
  • There are 3.5 billion brand-related Word of Mouth conversations each day.
  • 92% of people trust their friends. Only 14% trust marketers.
  • Each time an Advocate recommends on the social web, it reaches 150 people.
  • For the price of one Super Bowl ad, an advertiser could have funded a Word of Mouth marketing program for 20years

Video produced by Kristina Hontalas.

-Cara Fuggetta, Marketing Manager, Zuberance

Slidecast: A Marketing Imperative: Balancing Paid vs. Earned Media

Last week I moderated a great webinar for Zuberance on the subject of paid vs. earned media. We had four presentations, and you can listen and watch the entire one hour webinar as a slidecast.

Marketers, take a brief survey for an iTunes gift card! #PaidvEarned

We’d like to learn more about your experiences with Paid and Earned Media. Take the survey now for a chance to win an iTunes gift card! Marketers who fail to drive and leverage earned media may be risking the opportunity to increase brand awareness and reputation. Some new media evangelists, however, will tell you that social media will replace traditional advertising entirely. But the truth is – success for today’s marketers is learning how to leverage both.

We are conducting a brief survey to identify the questions, concerns and strategies marketers are experiencing with balancing Paid and Earned Media. The findings will be shared on our April 19 webinar, "Balancing Paid vs Earned Media" featuring Forrester's Sean Corcoran and Edelman Digital's David Armano. Learn more about the webinar here.

400 respondents will receive a $5 iTunes gift card! Take survey now!

-Cara Fuggetta, Marketing Manager, Zuberance

Upcoming 4/19 Webinar- Balancing Paid vs. Earned Media #PaidvEarned

Zuberance is co-hosting a webinar with Forrester Reasearch Inc’s Sean Corcoran and Edelman Digital's David Armano about how marketers can learn to more effectively balance Paid vs. Earned Media. Date: Tuesday, April 19

Time: 10am PST/1pm EST

Register here

We live in the age of the informed, connected and social consumer.  Marketers who fail to drive and leverage earned media may be risking the opportunity to increase brand awareness and reputation. Some new media evangelists, however, will tell you that social media will replace traditional advertising entirely. But the truth is – success for today’s marketers is learning how to leverage both.

Marketers Will Learn:

  • How to appropriately leverage Earned Media vs. Paid Media.
  • How to gain more Earned Media by tapping a large segment of your highly satisfied customers (aka Brand Advocates).
  • How to integrate Earned Media into your existing marketing efforts.
  • How to measure the impact of Earned Media

Register now!

Tell us about your experience with Paid and Earned Media

We’re conducting a brief survey to identify the questions, concerns and strategies marketers are experiencing with balancing Paid and Earned Media. The findings from this survey will be shared on the webinar.  Take the survey now!

Featured Panel:

  • Sean Corcoran, Senior Analyst, Forrester Research Inc (@seancorc)
  • David Armano, SVP, Edelman Digital (@armano)
  • Rob Fuggetta, Founder/CEO, Zuberance (@robfuggetta)
  • Moderator: David Spark, Social Media Journalist, Spark Media Solutions (@dspark)

Learn more about the webinar.

We hope you will join us!

-Cara Fuggetta, Marketing Manager, Zuberance