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:

1. 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.
2. Busdev – blogs and social networks provide a number of capabilities including backchannel information on particular prospective clients, advice, key informational contacts, prospective partners.
3. 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@