Measuring Marketing’s Worth: 5 Key Questions to Ask

In the face of growing complexity, relentless financial pressure, and a still-challenging economic environment, marketers are striving to exploit new-media vehicles and to measure their impact through new analytic approaches and tools. Most are making progress. Yet there is power in asking five critical but seemingly basic questions. Coming to grips with them, and gaining alignment across the C-suite, is critical for making real progress rather than becoming bogged down by excessive firefighting and futile debates about the certainty of measurement.

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Campaign Corner: CENTURY 21 Pandora Radio®
In an effort to better equip its 7,500 broker offices to successfully stand apart from their competition, the CENTURY 21® brand recently launched a customized radio station on Pandora that sales professionals can play during their open houses and other interactions with clients. The station includes on-air advertisements for the real estate sales organization, as well as a custom skin so the Web page displays the company’s branded message and logo.

Marketers Must Overcome IT Hurdle to Reach Connected Consumers
Chief Marketing Officers would do well to align themselves with their Chief Information Officers if they are to effectively reach today’s connected consumer. That’s one key insight from the latest IBM study, “State of Marketing 2012” which surveyed more than 350 marketers across a wide range of industries and geographies. Issued this week, the survey finds that a full 60% of marketers point to their lack of alignment with the IT department as the biggest obstacle to reaching today’s consumers.

Proximity Marketing: The Next Step
Moving forward, marketers looking to dabble in proximity marketing, or at least learn more about how it can work for a particular campaign they’re considering, can learn from some of the best practices already being established.

NYC Mayor Michael Bloomberg wants to ban super-size sugary drinks from city eateries. Is this going too far?
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"'Because I said so' worked with your mom and it works in marketing. 'Because' is a magical word because when people hear it, they start to buy in."

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Editorial:
     Nancy Pekala, Director of Online        Content    
Advertising:
     Karen Gwynne, Director of        Advertising/Sponsorship
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