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Welcome to my blog, my name is Paul Dunay and I lead Red Hat's Financial Services Marketing team Globally, I am also a Certified Professional Coach, Author and Award-Winning B2B Marketing Expert. Any views expressed are my own.
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I think you’ve hit the nail right on the head. In the future it’s going to be less and less about one’s “homebase” — whether it be a website or blog or company headquarters — and more about mobility. Content will need to be mobile in order to compete and reach its intended audiences, and there has to be something in place to measure the effectiveness of the content in those multiple locations.
Exactly right Social Mediatrix
its hard to measure response when it is not contained in your “four wall” so you better have a rock solid measurement in place
Very interesting how you’ve taken the old ‘content is king’ platitude and actually given it a meaning for the people in charge of producing/distributing it (too many would only describe their role as ‘producing’). And of course the measurement to see which content is the regent and which more of a minor royal…
On which note, I see HP’s exploding data centre is still doing the rounds what seems like a year on…
Straying slightly off your point, someone in my position (high value b2b in the smaller UK market – although what relevance have national borders now beyond sales territories and the regulations our customers face?) has to be even more careful in measuring the contribution of this content to real customer relationships (the kind that inspire endurance and growth even in uncertain times).
I wonder whether the people who see the hp datacentre exploding (again) in a tech newsletter like the one I recieved today actually feel a stronger relationship as a result?
Paul E
I think it is hard to say if they feel a “stronger relationship” but I do think that the recipient has perhaps given them some more “consideration”
Your comment about having a measurement system, of some sort is true, but first the marketers have gotta wanna. During the last recession (and I am not sure we are in one now except in the mind’s eye of the press), I know that those companies that measured response for their lead generation programs were more successful in keeping their budgets and making forecast (I know I was at Kern DIrect at the time) On the Sales Lead Management Association site we are getting good traffic from people who want to know how to manage the process and prove the ROI. I do know that regardless of the economy, those that want to measure their ROI will be more successful. They will spend money more wisely, stop spending on failed programs and media and always, always adjust to follow the money. The money I mean is the ROI for their marketing spend. Eloqua, AdTrack, NewLeads, LeadTrack, Rubicon, all work toward this goal. As I said in my most recent book:
“The marketing people are the unsung heroes of your company, but their biggest mistake is creating wealth and not taking credit for it.”
James Obermayer, Managing Sales Leads: Turning Cold Prospects Into Hot Customers, (Mason, Ohio, Textere an imprint of Thomson/South-Western, 2007), and Racom Books, Page 33
I’d add that the growing drumbeat of the semantic web may very well be the final catalyst for an explosion of rich online marketing that is intentionally designed to take wings beyond the borders of the circa-1990s corporate web site.
You’re absolutely right: managing, track, and optimizing that is going to be one of the great challenges for marketing technologists over the years ahead.
Hi Nice Blog .This employee time attendance is used to track the time and attendance of employees, and at the same time track labor activity against specific parts, jobs, and operations.
I have been trying to acces this website for a while. I was using IE7 then when I tried Firefox, it worked just fine? Just wanted to bring this to your attention.
@Miles – thanks for the heads up – I am checking on it from my end too
Wonderful stuff.. really very informative. I’ll grab the RSS feed and will stay tuned for more. Oh, and I threw you a StumbleUpon vote 😉
@Virgina – thanks I appreciate the vote!