[Typo3-marketing] Another marketing paper

[Daniel Hinderink [TYPO3]]

Hi,

>> okok, mr. colleague, first offer from Austria:
>> the TUGA-marketing team will compose a collection of successful and
>> unsuccessful marketing tools and channels used in AT and supply to this
>> list by end of june/beginning of july 05.
> 
> I love this idea. I think it will help all of us who are still struggling
> with their own marketing efforts to gain some perspective. I'll also compose
> a US version so that I can't get some feedback -- critiques and suggestions.
> It would show where we are starting from.

For those interested, here are some hints on how marketing performance can
be measured, since we need some basic format that can be compared.

First of all, it is important to understand, what activities might count as
marketing or getting a list of what options exist at all.
Here is a primitive, but easy to understand matrix:
http://www.strategicmarketingmontreal.ca/MarketingEvaluationE.xls
(It is not detailed, it is not complete, it is not great, but it is the best
I could google in a short while)

Just forget about everything that isn't applicable.

On to the measurement bit:
Generally speaking, measuring the business impact of marketing activities is
not a standard activity in most organisations. However, to transfer
knowledge and compare effectiveness of actions, it is indispensable.

Some suggestions about what such a report should or could name:

It should classify the activity:
- advertisement
- PR
- direct marketing

It should classify the target audience or buying center:
- consultancies
- CEO's
- CMO's
- CTO'S
- developers
...
(It is of course extremely important to know about market segmentation, but
for the first shot it will be fine to just use some labels that feel right)

It should try to identify what key business drivers were targeted: [1]
- communicating price advantage
- winning consultancies as multipliers
- completeness of vision/function
...

Time and other resources employed:
- hours
- dollars
...

Assets created for further use and exchange:
- case studies
- reference project
...

Overall performance:
- give it some rating, make notes on feedback, etc.


A simple way is to use a spreadsheet and just make columns, I added one.
(sorry for the 40k attachment to all reading this mail on their Sinclair ZX
Spectrum :-) Feel free to edit at will.


Some suggested reading:
On what the industry has to say about adopting Marketing Performance
Measurement (PMP):
http://www.cmocouncil.org/General%20PDF/MPM_White_Paper_Version_5.pdf

A good introductory paper (especially the last section) on developing
effective metrics for Marketing measurement:
http://www.shapetheagenda.com/mediastore/insights_site/Hard_Edged_Marketing_
Agenda_Paper.pdf


Hth, Cheers,

Daniel



[1](The tasks, the information and the people that promote and support the
goals of the enterprise. The requirements that describe what the business
wants (eg, more quality data, faster response to queries). A problem in the
business that is important enough to spell the difference between success
and failure for an organization.)



-- 
Vice-Chairman
TYPO3 Association
http://association.typo3.org



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