Commentary
3 Ways Content Management Changes Marketing
Last week I mentioned the danger to companies that disregard trends in the content management space. I'm going horizontal this time and taking a crack at one of my favorites lines of business -- marketing.Last week I mentioned the danger to companies that disregard trends in the content management space. I'm going horizontal this time and taking a crack at one of my favorites lines of business -- marketing.The top three ways content management is changing marketing:
3: Killing direct mail. I learned years ago that a successful direct mail marketing campaign has a 2% response rate. That would mean that 98% of the papers cluttering our mailboxes are meant to be unused. Whether we consider this a junk mail issue, a snail-mail spam issue, or a green issue, does anyone really need to incur the costs associated with stacks of unread fliers anymore? Deliver your content over a more targeted electronic medium, and maybe you'll have the added benefit of also annoying fewer potential customers.
More Business Intelligence Insights
White Papers
- How To Regain IT Control In An Increasingly Mobile World - by BlackBerry
- New Visual and Wizard-Driven Paradigms for Exploring Data and Developing Analytic Workflows
Reports
More >>Webcasts
- Maximize ROI with Database Consolidation onto Private Clouds
- Outsourcing Security: What Every Potential Cloud Security Customer Should Know
2: Improving measurement and analytics. People get Ph.D.s studying and trying to generate ROI models for marketing. It's difficult, if not impossible, to tie back exact dollar amounts to individual marketing campaigns. That said, many of the newer ways to deliver content to target markets allow for immediate and measurable responses. If you have the right content analytics in place to track clickstreams and other behaviors, marketing programs can be tracked immediately, something that helps marketers re-tool strategies in almost real time.
1: Marrying IT and marketing. Marketing always has held the creative types, while technology holds the rest of us geeks. If this split is maintained now, though, the best marketing content won't be delivered over the latest platforms, and entire market segments may be missed. Mobile applications, targeted e-mails that make it through spam filters, optimized Web sites, and ad widgets weren't part of marketing history, but are taking over the present and the future. Internal company departments need to work together now more than ever. The marketing types don't always need to understand exactly how to set up a blog or track feedback, but if no one on the team does, well, what a shame to waste good content.
Related Reading
| To upload an avatar photo, first complete your Disqus profile. | View the list of supported HTML tags you can use to style comments. | Please read our commenting policy. | |
|
|
T-Shirt Giveaway: Each week we're selecting one great comment from our readers. The author of the comment will receive an InformaitonWeek Community t-shirt. So get posting! |
Subscribe to RSSResource Links
This Week's Issue
Technology Whitepapers
- Mobile BI: Actionable Intelligence for the Agile Enterprise
- Creating the Enterprise-Class Tablet Environment - by Yankee Group
- The BlackBerry PlayBook tablet's Good Bones - by BlackBerry
- Red Alert: Why Tablet Security Matters - by BlackBerry
- New Visual and Wizard-Driven Paradigms for Exploring Data and Developing Analytic Workflows
Featured Broadcast
This white paper explains how to create a manageable, scalable environment suited to answer real-time business needs by building out a data center on a standards-based, virtualization-aware, energy-efficient and affordable platform. Plus, learn how virtualization is making the jump from the server realm into the application, mobile and database worlds in the additional resources section.
Learn More












