Branding is about creating an identity for a product, a company or a project. Creating a logo or having tag line for every change project with the intention to create an identity is not a strong foundation. These assets should not be viewed or used in the same way a company uses them to create an identity with a consumer or a customer. It’s important to pick something that is significant to the change initiative. A great way of creating an identity that doesn’t rely on logos or catchy tag lines is to brand towards ideas that tie to specific outcomes or objectives or to the business result you are hoping to accomplish by implementing your change initiative. An example of an outcome objective is: “Must achieve 20 million in profit by 2020”; the program then becomes the “2020” […]
Our spotlight today focuses on the Autonomy Marketing Cloud. Autonomy “helps marketers thrive in today’s dynamic marketplace by providing an agile, modular and cloud-based offering for understanding, attracting, engaging and converting customers in real time. Enterprises can instantly tap into one component or the entire set of offerings, depending on business needs and market demands.” Broken in to five categories: TeamSite Cloud (Web Experience Management), Optimost (Marketing Optimization), MediaBin Cloud (Rich Media Management), Explore Cloud (Marketing Analytics) and Aurasma (Augmented Reality), HP/Autonomy promises complete optimization for your marketing across all channels.
After much legal wrangling that began in August 2011, HP acquired Autonomy. Through this acquisition, HP signaled that their focus was moving towards being more of a software and services company and not dependent on the hardware businesses “The hardware business has become a difficult business. In many ways […]
Infor, our latest reviewee in cloud marketing, touts focused, hands-on industry experience that help companies deal with today’s business challenges and prepare for tomorrow’s business opportunities. Their applications also feature flexible deployment options that allow customers to run their businesses in the cloud, on-premises, or both. By creating revolutionary lightweight middleware technology, and new ways to implement and integrate business software, Infor helps companies overcome traditional application boundaries to improve performance and streamline workflow.
The company’s significant investments in the Infor Healthcare suite over the past year include the acquisition of CERTPOINT and PeopleAnswers to build out the Infor HCM suite of solutions and add learning and talent science capabilities. It plans to expand PeopleAnswers’ test coverage into additional verticals over time, according to Charles Phillips, CEO. Infor’s PeopleAnswers Talent Science transforms the role of HR, enabling […]
Attention men: Want hair-care products that turn your hair into a sentient toupee capable of the most charming antics? No? Really, it’s better than it sounds. It’s great for when you’re in a business meeting and some executive is droning on about whatever who cares, and the hot woman across the table is eyeing you hard … it will mack on your behalf without anyone noticing. Old Spice is now introducing a hair care line, joining men’s brands like Axe, which began selling hair products in 2009, and Dove Men+Care, which did so in 2013. It really is the perfect marriage of the campaign’s tagline, “Hair that gets results,” and the brand’s classic marketing ethos—”If your grandfather hadn’t worn it, you wouldn’t exist.”
On Monday, the brand introduced an interactive website, ThatsThePowerOfHair.com, an allusion to “The Power of Love,” by
As marketing automation continues to be a niche solution in the broader fabric of integrated marketing technology, Oracle responds by acquiring Responsys and Eloqua in late 2013 and late 2012 respectively. These acquisitions represent the continuing expansion of CRM and integration into Oracle’s Marketing Cloud, which includes Oracle Social Marketing and Oracle’s Compendium content marketing. Oracle’s Marketing Cloud and Customer Experience Cloud offerings are designed to be an all-in-one for enterprises.
Responsys is the company’s fourth billion dollar buy, joining Taleo, RightNow and, of course, Eloqua. Responsys is one of the leading providers of enterprise-scale, cloud-based B2C marketing software. Targeted sales messages are Responsys’ specialty. Under the name “marketing orchestration,” Responsys’ is also active in promoting marketing based on full real-time interaction with potential clients across every possible marketing channel. Combined with personalization, marketing orchestration has allowed its […]
Teradata, our next review in the cloud marketing game, is the world’s largest company solely focused on data warehousing and enterprise analytics. They help companies unify and analyze massive amounts of data, so companies can discover more of the things that matter most in the world around them. Teradata offers industry leading Integrated Marketing Management solutions in the following areas: Marketing Operations, Campaign Management, Digital Messaging and Marketing Analytics and Data Management. In 2011, Teradata completed its acquisition of Aprimo, a global leader in cloud-based integrated marketing software. Together, the two innovators hope to drive the future of integrated marketing, enabling corporations to optimize marketing performance with more detailed, comprehensive insights from a universe exploding with big data.
Solutions in Marketing Operations help synchronize and optimize resources for maximum efficiency by managing workflows and budgets automatically. Campaign Management provides planning […]
In the last ten years, we have seen the launch of Facebook, the introduction of the iPhone, Google went public and brands like Twitter and Facebook became verbs. These tech advances highlights the increasing computing power, the explosive distribution growth and rapid adoption of, and the ever-increasing amount of time spent with smartphones.
The popularity of the iPhone created a whole new category of mobile phones. In the United States, smartphone users will increase from 140 million in 2013 to 207 million by 2017, and to 3 billion users worldwide. The growth in distribution, coupled with continuous innovation within the smartphone industry, will continue to disrupt the marketplace. This global trend is unmatched by any other innovation. The mobile wave is here to stay and it is better to ride the wave than to resist its force.
Retail is already experiencing the impact […]