Increase spend on marketing? Absolutely!

"Budgets open up, but strategies change."

As 2011 unfolds, companies across many industries continue to increase spending on marketing. According to the latest CMO Council's State of Marketing Report (www.cmocouncil.org), more than half of marketers are experiencing increases in budgets this year, based on information provided by CMOs and marketing VPs. You may not be surprised by what strategies are receiving additional funding, digital and social media channels, but you may be interested in how new strategies are expanding the role of marketing within the organization.

It is no surprise that marketers are focusing on digital channels and social media strategies to reach prospects and further develop relationships with customers. Although many marketers surveyed from the CMO Council would consider their organizations novices in these areas, they are applying their budgets accordingly and shifting on how they monitor, manage and report on the results. With a focus on banner ads, online video, SEO, mobile and other digital and social channels, marketers are building-out online communities and social media feedback systems to monitor activity, mine data and track interactions. Now marketers are shifting focus on customer segmentation and lead targeting efforts to gain a more accurate cross-section of the market segments and, ultimately, the customer.

Because these new marketing strategies and tactics continue to stretch the continuum from lead acquisition to customer service/management, marketing continues to be elevated at the business strategy table for more broad-ranged planning and forecasting discussions. According to the State of Marketing Report, 75% of CMOs and VPs are requested to be more involved in global business planning, from assessing sales channels to discussions on product distribution.

As you innovate your marketing approach, consider looking at digital channels and social media strategies through a more initiative-based or temporary perspective. Build a team on-site to implement a social marketing strategy. Work with an outside agency to craft a market-focused mobile campaign. Consider using outside experts to gain inside knowledge, then when you see results and sustainability, consider shifting resources internally to gain additional traction.

The philosophy of Creatis has always been to help companies stay nimble and innovative. We continue to help internal and external agencies flex to the needs of their business. We encourage companies to innovate their marketing approach through building scalable solutions.

"If you're not failing every now and again, it's a sign you're not doing anything very innovative." - Woody Allen

Facebook vs. LinkedIn for B2B marketing

"What's a B2B marketer to do?"

The relentlessly hot topic of how social media fits within business-to-business (B2B) marketing continues to baffle many a marketer, so I've reached out to my social-media-intellect colleague, Garrio Harrison, the president of Doublethink (dblthink.com), a social media consultancy, and asked him his thoughts.

How should B2B marketers use LinkedIn?
Harrison states that LinkedIn has become the Facebook of the professional world. Though most people think of it as a central location to document career achievements and work history, it is also a way to curate one's professional social circle. When we meet other professionals at networking events or are introduced by a mutual colleague, we ask ourselves, "Is this a person I have an interest in getting to know further to develop my network, career or business?" If so, we "accept" him or her. At this point we are opting into the information this individual shares. We then have the ability to provide the person with "status updates" to position our company as a thought leader, spark interest in potential product offerings, or augment sales efforts by remaining top of mind.

How should B2B marketers use Facebook?
Harrison states that Facebook is most effective when leveraged as a PR communication channel and should be thought of as a long-term strategic investment in building and supporting your brand and corporate culture.

The initial hurdle for most B2B companies is to get customers to visit and "like" their Facebook page. You'll most likely need other marketing vehicles and a "call to action" to get them there. Once an organization is "liked" by a customer, the customer has now opted into the information the organization pushes to them through postings whenever Facebook is accessed.

The goal of a B2B organization should be to develop content that resonates with customers outside of its products or services. For example, customers may desire to know that the organizations they do business with are being good citizens and giving back to the community. This is an ideal opportunity to remain top of mind through showcasing your organization's core values through creating an active communication on community involvement and volunteer activities. This is an opportunity to educate customers while humanizing the organization, with the hope of creating affinity to the brand.

Keep in mind: In all that you do with LinkedIn and Facebook, remain authentic. Be a resource to your customers. Avoid pushing products and services. Social media is more effective when leveraged as a way to help customers choose your offerings by strategically explaining why they need your services and why you are most qualified and trusted to help their business.

When it comes to LinkedIn and Facebook, it's good to be "liked." Today, if you have a social media initiative integrated into your overall marketing plan, and you need resources to develop content and manage delivery, give Creatis a call and borrow some of our social media experts.

Marketing Trends for 2011

Are you keeping up?"

By Chuck Swensson, President of Creatis--February 2011

Now that 2011 is in full swing, is your marketing organization innovating, or struggling to keep up with the trends? Maybe your strategy is rock-solid, but your creative team is having a difficult time executing. Or, you are like many others - your plan is in place, but you just haven't had a chance to get the wheels turning.

According to MarketingPower.com, an AMA (American Marketing Association) survey was conducted on which marketing trends are the most significant in 2011. With such a large focus on social and mobile marketing, many organizations are having a difficult time not only understanding the competency, but actually learning how to apply it to their organization.

Here are two recommendations to help you keep up with the trends:

• Don't react. Consider your industry, your product or service, and most importantly, your customer. Will these marketing resources help you sell more, or operate more efficiently? It always goes back to your overall marketing strategy and understanding what tactics create alignment, versus what would be great to have. Not every company is going to succeed simply by using mobile marketing. Don't follow a trend simply to be a follower - it may become a distraction that keeps you from servicing your customer.
• Get outside help. The ability to be great or successful at something, many times takes outside counsel. Sure, you can eventually bring a new competency in-house, but before you invest and ingrain, it may be beneficial to find a specialty firm that can help you with your social or mobile strategy, and provide recommendations on how to implement it within your organization. You may pay more up front, but knowledge transfer and accuracy in solution will far outweigh any initial cost savings you were wishing for by building internally.

As you consider investing your time and energy to innovate your marketing approach, consider looking at marketing trends through a more project-based or temporary perspective. Build a team on-site to implement a social marketing strategy. Work with an outside agency to craft a market-focused mobile campaign. Consider using outside experts to gain inside knowledge.Then when you see results and sustainability, consider shifting resources internally to gain additional traction.

The philosophy of Creatis has always been to help companies stay nimble and innovative. We continue to help internal and external agencies flex to the needs of their business through building creative teams on-site or sending creative projects to our creative studio. We encourage companies to innovate their marketing approach through building scalable solutions.

Efficiency is doing things right; effectiveness is doing the right things. - Peter Drucker