David E Taylor's Blog

Marketing Forensics: Part 2 of 3

davidetaylorjr — Thu, 06 May 2010 13:21:22 +0000

Truly successful marketing programs do not start with a brilliant creative idea, eye-catching graphics, earth-shattering copy, or a full-frontal assault across a myriad of the hottest media.

Truly successful marketing programs start by ensuring that people, programs and process are as efficient and effective as possible. Marketing programs can only achieve their full potential – driving awareness, sales and revenue – when fully optimized and unburdened by ineffective underpinnings. Otherwise, you are simply building your marketing program on a shaky foundation.

Through a carefully executed marketing forensic process, you can examine all critical aspects of your program, untangling and separating ineffective campaigns, media and creative; removing all associated atrophy and waste; and then unleashing a powerful, efficient results-oriented program. Marketing forensics will remove the barriers to unsuccessful program execution, which will immediately impact your marketing and improves your results.

An effective marketing forensic process is built on three keys to creating and managing highly effective and efficient marketing programs:

Eliminate the inefficiencies in marketing processes, procedures, systems and structure.
Develop and flawlessly execute more effective marketing campaigns designed to produce higher response and greater ROI.
Implement tighter cost control and quality control measures.

This common-sense approach will deliver more effective marketing campaigns that drive exponentially higher leads, sales and revenue.

I’ll provide the details of the “3 P’s of Marketing Forensics” in my next blog.

Marketing Forensics: An essential process for marketing professionals!

davidetaylorjr — Tue, 27 Apr 2010 14:05:53 +0000

I recently attended a CMO conference where one of the speakers pointed out a very interesting statistic. He illustrated that just a few years ago, a typical marketing executive only had to be concerned with managing maybe a half-a-dozen to a dozen marketing channels – all the traditional channels: direct mail, email, print advertising, web, radio, TV, PR, POP, etc. Then he then listed all the channels a marketing executive now juggles, including all the new social, personalized, and mobile media channels. The list contained over three-dozen possible channels! No wonder so many marketing execs have headaches these days.

It was clear that all the marketing execs in the room that day were either running off in different directions attempting to market in all these channels, or planning to – regardless of whether they could be measured for success. At a minimum, the marketing execs were witnessing a rapid expansion in the complexity of their programs.

I believe that many, if not most, of the organizations pursuing this strategy will not be able to sustain this pace (or spend) to keep up with all these new channels. Even more dire: they will become so focused on managing all the new media (often with the same resources they had before the influx of the new media) that they will eventually dilute their attention to their core (and perhaps more pedestrian) programs – the same marketing programs that have proved all the ROI to this point in time.

As we all know, there are a great number of pistons driving the marketing engine… All of which must be firing perfectly in order to produce optimal results. And now, more than ever, that engine needs a “tune up.”

Truly successful marketing programs do not succeed by constantly adding more and more channels to the mix, they start by ensuring that people, programs and process are as efficient and effective as possible. Marketing programs can only achieve their full potential – driving awareness, sales and revenue – when fully optimized and unburdened by ineffective underpinnings. Otherwise, you are simply building your marketing program on a shaky foundation.

One way to ensure that your marketing program is fully optimized is through a process called “marketing forensics.” Marketing forensics examines all critical aspects of your program, untangling and separating ineffective campaigns, media and creative; removing all associated atrophy and waste; and then unleashing a powerful, efficient results-oriented program. It removes the barriers to unsuccessful program execution, which immediately impacts your marketing and improves your results.

Marketing forensics eliminates or improves the aspects of your marketing program that do not produce desired results; and amplifies or expands on the aspects that are driving revenue and sales.

Stay tuned, more detail to come in future posts…

Anyone in Philly looking for a top-notch marketing director?

davidetaylorjr — Fri, 05 Feb 2010 15:42:30 +0000

A former employee and colleague is looking for a Marketing Manager or Director of Marketing role in a B-to-B or B-to-C environment. She has EXCELLENT skills and a SUPERB marketing mind:

Her specialties: – Create go-to-market strategies, including online tactics, for products and/or services including pricing, packing, messaging and sales force readiness – Work with business unit leadership and internal teams to build and execute targeted marketing plans – Analyze competitive landscape and educate internal stakeholders – Ensure sales engine is well-informed on positioning and value and have the tools to effectively win new business – Create processes and tools to proactively gather customer and prospect feedback. – Analyze feedback and drive change

I can’t say enough about Sandy… If you need a REAL MARKETING PRO, you should take a look at her linked in page:

http://www.linkedin.com/pub/sandra-patterer/0/657/128. Trust me, you won’t regret it!

Dave