| MarketingToday.com |
MarketingToday.com is an online magazine for business-to-
business marketing professionals featuring articles from top
marketers, the latest research and trends, insightful articles
on marketing strategies and tactics and marketing tools.
Recommended by Harvard Business School, Northwestern's
Medill School and others.
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Advertisers Will Spend $4 Billion Dollars in 2004 on Search Engine Marketing
A Search Engine Marketing Professional Organization
(SEMPO) concludes that in the U.S. and Canadian market,
advertisers will spend $4.087 billion dollars this year on
search marketing programs. More...
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Marketing Department Priorities Often Differ From CEO’s Agenda, ANA/Booz Allen Hamilton Study Finds
A study by the Association of National Advertisers (ANA) and
Booz Allen Hamilton found the corporate marketing function
is not aligned with the CEO’s agenda, instead focusing on
tactical issues such as maintaining branding guidelines,
sharing best practices, and counseling divisions. Further, the
joint study revealed that the role of the CMO is poorly defined
at an alarming number of companies, and that companies
expect marketing to provide measurable outcomes such as
return on investment (ROI), but current metrics are not up to
the task. More...
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The Bottom Line on Marketing Accountability
Marketing accountability and marketing ROI continue to be
hot topics, but studies reveal that there is little action to
accompany the talk. It is time to look at real-world solutions.
More...
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The Brand Version 2.0: Business-to-Business Brands in the Internet Age
The hype-drenched "new economy" is dead, but not before
giving eBusiness initiatives a black eye and proving to the
world that truly great brands take more than money to build.
As we find ourselves back in the real economy, brand
strategy that doesn't significantly integrate and consider the
impact of the Internet can be as bad a mistake as dot-bombs
dumping millions into Superbowl ads. More...
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U.S. Companies Severely Mismanaging New Business Opportunities, CMO Council/BPM Forum Survey Finds
Marketing and C-Level executives are dissatisfied with the
way they generate new business, yet more than half lack
formal processes to correct the problem. More...
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