 Recent Marketing ROI Articles
December 2007
DemandROMI founder identifies key components to improve marketing ROI in marketing
operations. Submits article to the Journal of Digital Asset Management in December,
2007
Guy R. Powell, founder of DemandROMI™, a marketing ROI training and consulting
firm has written an article ‘Winning approval to implement DAM and Marketing Workflow
Management from the CFO and CEO without being thrown out on your b …’ which was
recently published by the Journal of Digital Asset Management. Whether it is about
getting marketing budgets for advertising or for internal infrastructure investments,
marketing must speak the language of the CEO and CFO. The abstract of the article
is as follows:
Abstract: Marketers are at a crossroads. They can continue operating the way they
have in the past or they can being to look at systematizing their infrastructure
through mature technologies, such as Digital Asset Management (DAM) and Marketing
Operations Management (MOM). They can continue to suffer short tenures or they can
work to develop long-term value for their companies and their careers. It is now
time to get the CEO and CFO on your side to implement systems that can improve marketing
effectiveness, provide a strategic advantage and increase the value of the brand.
This paper provides a framework with which to evaluate the potential ROI of a DAM
/ MOM system which can then be used as justification with the CEO and CFO. It stresses
the language necessary for marketers to succeed in gaining approval. And it provides
a few examples of how marketers can frame their arguments in terms the CEO and CFO
can relate to.
Journal of Digitial Asset Management
December 2007
DemandROMI founder sees value in business to business social networks. Quoted
in DemandGen article on Marketers Tapping Into Social Media To Connect With Business
Execs
DemandROMI™, a marketing ROI training and consulting firm has developed key expertise
in the social networking space and there are key areas that b2b marketers can take
advantage of blogs and social networks:
There are three main benefits of blogs and social networks for B2B marketers:
- Profiling of your company as an expert. This can be done through corporate or executive
blogs. Corporations can also build social networks so that clients and prospects
can share information in meaningful ways.
- Busdev – blogs and social networks provide a number of capabilities including backchannel
information on particular prospective clients, advice, key informational contacts,
prospective partners.
- Using the knowledge of the ‘collective’. The Borg may have had a couple of things
right. By taking over many cultures and intimately interconnecting them, they became
a formidable force. This can happen in marketing as well as we learn to use blogs
and social networks as living and breathing organisms.
DemandGen
November 2007
DemandROMI founder interviewed on Atlanta Business Radio in Atlanta, GA – Wednesday,
October 31st, 2007
DemandROMI™, a marketing ROI training and consulting firm, announces today that
Guy R. Powell, DemandROMI founder, was interviewed on Atlanta Business Radio by
Lee Kantor and Amy Otto. Mr. Powell discussed some key issues facing marketers both
in the US and around the world as they try to improve their marketing effectiveness.
Mr. Powell stated "Great marketing does two things: 1 - it supports the business
objective such as gaining market share, thwarting a competitive threat, or generating
revenue, and 2 - it includes systems and processes to measure that the goals are
being attained and by how much."
Atlanta Business Radio
February 2007
Branding and Marketing ROI
No one in business today can be unaware of the rising storm of marketing metrics—the
demand for accountability in corporate marketing departments. Corporations try to
quantify the effects of marketing communications, and assess the value of the area
of business that has often defied quantification—the marketing department. So today’s
marketing managers are under pressure to demonstrate the Return on Marketing Investment
(ROMI)—no small task for traditional marketers—while at the same time, supporting
corporate branding issues. In today’s ROMI world, how can marketers achieve both
short and long-term objectives; and the more complex question, how do measurements
and metrics fit with building the brand? We discuss the current status of ROMI and
how it meshes with branding objectives in an interview with Guy R. Powell, founder
of DemandROMI, a provider of Marketing ROI consulting and training services to help
companies deliver increased sales, profit and share from their marketing dollars.
Marketing Extr@
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