If I say the number “918”, it probably won’t immediately ring a bell. Still, it’s an important number.
918 turns out to be the average number of unique content-touchpoints to facilitate a typical customer journey for a brand today. It takes an average of 7 touches to convert a “suspect” to a “prospect”, and often another 9 and 11 touches before a deal closes. Continue Reading →
Psychologist often say “we live in a modern world with a prehistoric brain”. Well, for marketing you could say “we live in a digital world with a pre-digital organizational mindset”. The rise of digital, in combination with the “cleansing effects” of the 2001 and 2007 recessions, has completely changed the scope and the role of marketers. Although roles and expectations have changed, reality shows that the organizations and processes in which most marketers operate, still party like it’s 1999. Continue Reading →
It’s February. The New Year’s resolution and prediction season on LinkedIn has finally ended. Time to start executing and make it all happen.
But instead of executing the polished and agreed-upon plan, you just hit the save button for your newly adjusted plan. It’s only four weeks into the new year and you already changed your 2016 Marketing Plan. What happened? Click here to find out!
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To sue companies for compensation because of infringement of license rights has become a profitable business model over the past years. Often, there is one and the same cause for the infringement of license rights: media assets like images, video and audio files are bought decentralized and saved on local computers. Even though many companies know about this fact, they often don’t know how to deal with license rights in a professional way. This results in various negative effects: companies don’t have an overview of the type and amount of media objects circulating through their departments. They also don’t know the actual demand for media assets nor for what purpose they are allowed to be used. In addition, images are often over-licensed or under-licensed, which leads to unnecessary costs.
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The questions of how to make global brands a success in local markets and how to adapt global brand management and all of the marketing communication it entails to the needs of local markets are of huge significance. Anyone who thinks that adapting marketing communication to local markets is as simple as translating the advertising material and other content into the relevant target languages is barking up the wrong tree. Translators are usually language experts who at best know a little about the specific details of the subject, and at worse know absolutely nothing. And even a translation that is technically correct is still a long way from being effective. A marketing text has to speak the language of the target group in not just a literal sense, but in a figurative sense, too.
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From now on, EWE AG is using the Marketing Planner from our Marketing Efficiency Cloud to increase the efficiency of their marketing. With Marketing Planner as a central platform for campaign planning, project management, budget monitoring and reporting, the corporate marketing is able to meet present requirements more efficiently and to measure the success of their marketing activities with specific KPIs. Our Marketing Planner supports EWE, a service provider for energy, telecommunication and information technology from Oldenburg, in making better use of resources and budgets and to realize their projects and campaigns in an optimal way. Frank Lachotta, leader marketing planning and controlling at EWE, explains that first and foremost the usability, reporting functions and modularity of the Marketing Planner were the decisive factors.
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Again, the American market research institute Frost & Sullivan has awarded a prize to us. To be precise: the Global Award for „Growth Excellence Leadership“. With our Marketing Efficiency Cloud, BrandMaker would offer the best solution for the escalating demand for the automation of marketing processes. Analysts emphasize that our integrated solution consolidates various use cases across the whole digital and traditional marketing mix. According to Frost & Sullivan, we are the preferred provider when it comes to achieving a “shorter time-to-market, higher productivity, cost savings, traceable workflows and greater transparency between global and local marketing teams” with marketing technology.
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… you will get to know more than you really want. Due to Social Media and mobile devices the number of touchpoints increased tremendously. The Customer Journey is getting more and more confusing as content is personalised and optimized for the respective channels. In the following video clip you will learn how BrandMaker’s marketing technologies give you support in managing the challenges of the Digital Transformation.
Integrate digital marketing in the overall marketing planning. Obtain an overall view of various disciplines such as search engine marketing or display advertising. Centrally merge link management and performance review. Clearly manage and handle activities on social media platforms like Facebook, Twitter or YouTube. And all of that with just one solution. You think this is not possible? It is possible! Namely with our Digital Marketing Center [http://www.brandmaker.com/en/digital-marketing-center.html] that supports companies in coping with the digital transformation in an optimal way.
Read in our factsheet how to use the Digital Marketing Center as an integrated work environment to derive planning for individual measures and channels from the superior marketing planning, and to organize and to track thousands of keywords and corresponding links for the digital channels.
Our factsheet can be requested here:
The integration of marketing technology in a complex IT environment is a task that already medium-sized companies have to master often. This is also true for marketing technology like our Marketing Efficiency Cloud. For our customers, we have implemented a whole series of integrations to connect our solutions with other business applications such as company-wide used ERP or CRM systems. Some typical application examples from practice are:
- The Media Pool as a central repository holds out current product and campaign visuals that are used on internal and external websites on the CMS of a third-party supplier.
- Marketing relevant data from the PIM should be mirrored in our Marketing PIM and should be enriched with advertising texts, pictures, channel-specific information etc. there. This is necessary because frequently the technical PIM is not suitable for this purpose or not organizationally provided.
- In the Marketing Planner the strategic planning of all marketing activities takes place, but budget information and received bills are available in the ERP system. Therefore, current budget data have to be converted into the Marketing Planner.
For all these scenarios, we have one and the same solution: standardized interfaces for the modules of the Marketing Efficiency Cloud. Read in our white paper “Field-tested Interfaces for System Integration” how the Marketing Efficiency Cloud can be integrated with your enterprise IT.