- Many channel support programs available today really just involve providing free software, marketing collateral and sometimes low qualified leads
- Few are really focused on helping partners to trade joint solutions effectively - Even fewer are focused on developing long-term co-marketing success having a demonstrable roi (ROI) Where Is The Customer? What's Missing in Marketing Attribution - Prior to the rise of social and mobile marketing, the ecommerce and banner advertising world bemoaned the shortage to tools and techniques to adequately address measurement - There are a lot of reasons as to why things were stagnant - First, investment in the room may be minimal - The big analytics players (Omniture and Coremetrics) completed their land grab and were subsequently acquired by rather large, established companies (Adobe and IBM) which probably had them focus more about integration than innovation in recent years - Maybe they are going to emerge from their deep sleep sometime soon, but I wouldn't hold my breath The Monkeys Marketing Lesson - One such example is IBM and Oracle, two large yet different IT companies with complementary services and products, who are alliance partners for any selection of campaigns since 1986 - The results of the collaboration between these businesses are hardware platforms and application systems that work well together to provide companies with reliable IT services - Personnel are trained on both IBM hardware and Oracle applications to efficiently operate and look after mission critical read this systems for companies around the world - Sometimes the joint offering is promoted via direct selling staff from both companies, and often through mid-market partners The venerable advertising giant, Ogilvy & Mather, just concluded a major research study measuring this concept. They found out that a better percentage of people learn about products through traditional advertising than through website marketing. But they also found out that when presented in concert, one medium enhances the effectiveness in the other. In a survey that could reach over 5,000 consumers, people that received a social media message about a product increased their spending, but consumers have been confronted with both social media marketing and simply one traditional medium increased their spending over quadruple that amount. (Ogilvy & Mather, ChatThreads, 2011). If you use the Quick Response code to consider individuals to your web site, think of what device are going to using once they go to your site - likely exactly the same SmartPhone they used to scan the code. It isn't really necessary to use a sophisticated mobile website, so long as your site is designed to display well on a SmartPhone (most new website platforms try this automatically).
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