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Fusion Marketing Experience Magazine 2011

Fusion Marketing Experience Magazine 2011

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Published by Jean-Paul De Clerck
The Fusion Marketing Experience magazine was created at the occasion of the first Fusion Marketing Experience event in 2011. It's all about holistic and customer-centric marketing. Topics: customer care, social media, content marketing, story-telling, e-CRM and cross-channel marketing.
The Fusion Marketing Experience magazine was created at the occasion of the first Fusion Marketing Experience event in 2011. It's all about holistic and customer-centric marketing. Topics: customer care, social media, content marketing, story-telling, e-CRM and cross-channel marketing.

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Published by: Jean-Paul De Clerck on Feb 24, 2013
Copyright:Attribution Non-commercial


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marketing Experience magazine1
      L      a      u      n      c      h
march 2011
Live the integrated experience where old meets new to become marketing and customer service excellence –Next edition: June 2011www.fusionmarketingexperience.com
marketing Experience magazine2marketing Experience magazine3
What is the purpose of marketing? I always liketo answer that question, quoting what Jim Sterneonce told me in an interview: the three objectives of marketing are reducing costs, improving revenuesand increasing customer satisfaction.In a way these three goals are one and the same:
be protable. Satised customers buy more and
bring new customers with them. Reducing costs and
improving revenues are clearly about prot.
The main question is what all the marketing tactics,channels and strategies we use, need in order tobe successful. The answer is simple: relevance.
If people nd something relevant they will share,
praise, use or buy it. I admit: relevance can meana lot of things. However, it is always about theperceived value of people, regardless of their needs,personal preferences or desires.It’s also about experiences. That can be valuable,funny, inspiring, seducing, nice, satisfying or simplycost-saving. They can also be bad. If they are, youwill quickly know.There is a reciprocal side to relevance: is it relevantto do this or that for our customers AND for us?In the end, whatever we do in marketing isonly successful if it serves a mutual purpose of relevance. Nurturing a lead is about offering the rightcontent at the right moment: relevance. Conversionoptimization is about improving the user experience.Relevance.I can go on for hours, but it’s clear that, no matter how fragmented the marketing reality may be, it allboils down to what people do, need, think, feel and
nd…relevant.The main challenge for marketers is to nd out what
that is and how they can satisfy it and do it better.Measured, data-driven and integrated.That’s what this magazine is about. That’s what theFusion Marketing Experience events are about. Andthat’s what we will bring you in the future, with our new Chief Editor, Trix Slock, the creative brain behind
this rst edition. She will be your guide through the
next ones. And they will be relevant.
J-P De Clerck -
arketing Experience Magazine is the quarterlymagazine of the Fusion Marketing Experienceevents, brought to you by Conversionation and theSocial Marketing Forum. The magazine is free andglobally distributed to marketing executives online,in PDF and via eBook readers. Printed copies arehanded out at Fusion Marketing Experience eventsand are available on demand.Publisher: J-P De Clerck
Founder of Conversionation, online marketingconsultant, B2B marketing specialist, content marketingevangelist and author.Twitter:
Editor in Chief: Trix Slock
Media and communication advisor, editor in chief of dmix magazine and Connect, Contact Center Magazine.Twitter:
Editor Northern America: Jim Ducharme
Former editor of various publications, onlinecommunications specialist and community manager of the Social Marketing Forum.Mail:
Responsible sales & marketing: Rien van den Bosch
Content marketing, lead generation andpublishing specialist.Mail:
CONTRIBUTORS:Giedrius Ivanauskas
Giedrius Ivanauskas, is a researcher of social mediaand augmented reality.Twitter:
Jordie van Rijn
Jordie is an independent email marketing consultantwith his company emailMonday. You can follow him onTwitter:
 Andrew Bonar  Andrew is an email deliverability consultant and founder of EmailExpert.orgTwitter:
Publisher of business journals andcreative lab. Nouvelle Vague in print.
: Co-creative thinker and technical assistance.
Print & Press
: Profpress,
Sponsoring opportunities
Reprints or other questions
For more information about the magazine and upcomingevents please visit
Marketing Experience Magazine and theFusion Marketing Experience are creations of Conversionation. Visit
marketing Experience magazine5
ROI andsocial media
not an oxymoron
About the author 
J-P De Clerck is a 360 degrees interactive marketing consultant and serial blogger, specialized in the cross-fertilization of onlinechannels and interactions. His areas of expertise include email marketing, social media marketing, search engine marketing,content marketing, web analytics and conversion optimization. He manages several blogs and online communities regarding variousinteractive marketing and media topics. Find him on
Twitter on @conversionation.
Calculating the ROI of marketing activities is a priority for many marketing managers. Return on Marketing Investment(ROMI) is a way to forecast the return of future marketingexpenditures. ROMI is also used to analyze and improve thereturn of running campaigns and marketing plans.On this basis decisions are made for future marketingactivities, conclusions are drawn about past activities, and
adjustments made to current actions. ROMI looks at nancial
results and forecasts, and is also used for analyzing intangibleor non-monetary marketing activities.ROMI is a model with which we can calculate the incremental
(future) revenue and prot for each (additional) euro or 
dollar spent on marketing in percentages. One of the major stumbling blocks is the translation of all these different
marketing objectives into nancial data. Implementing ROMI
also results in resistance from some marketers. A holisticvision of marketing and a “common language” are essentialto succeed.Using ROI is new to many marketers and it’s the role of management to convince them that adopting it in the end
will benet both them and their actions. One of the benets
is that it enables marketers to get their marketing programsapproved faster. Implementing ROMI should not be an excuseto cut down on brand-related spending and avoid high-riskmarketing investments. It is a matter of balance.
The need to answer the “why”
One of the domains where there has been a lot of discussionregarding ROI, is social media marketing. Olivier Blanchard,
speaker at the rst Fusion Marketing Experience, ends that in
his book ‘Social Media ROI’, a topic he has been “defending”since the very beginning. And it was very important that someone did. If executivesdon’t know the ROI of a social media program they will lookat other marketing programs with a proven ROI. The peoplethat decide on social media budgets want to know “why” andthe answer is not “because everyone does it”. If you can’t
dene what ROI is, translate social media in P&L statements,
percentages, business goals and metrics that can be used inthe overall marketing strategy, you can’t sell social media tomanagement.But most of all, your social media marketing is doomed toultimately fail. WithOlivier’s book, there are no more excuses.
Europe shows the highestgrowth in social networkingreach across regions
Social networking sites grew worldwide in 2010, fueled by
growth in Europe, North America, and Latin America. By the
end of the year, social networking monthly penetration inEurope reached 84.4 percent of all European internet users,representing a 10.9 percentage point gain – the highest of anyglobal region. Social networking accounted for 22.8 percentof all page views in Europe in 2010, and approximately four out of every ten internet sessions included a visit to a socialnetworking site.
The time spent online in Europe
Europeans spend the equivalent of one day a month online(24:20 hours) with the Netherlands (31:39 hours) and UnitedKingdom (30:38 hours) far exceeding this trend. Consumersin Italy (16:02 hours) and Austria (13:11 hours), spend nearlyhalf as much time online as users in Holland and the UK. Austria’s low engagement is not surprising as it has the lowestpenetration of Social Networking sites among all countries inEurope.
Marketing facts
and figures
“The Digital Landscape continues to evolve. The rise of social networking, fragmentation of channelsand growing digital and mobile media consumption affects businesses. The marketer's toolkit todiscover new and unique opportunities to engage with the consumer”.
The need for common business metrics in marketing
Econsultancy’s ‘SEO Trends: Issues and Opportunities’ report shows that the measurement and evaluation of the long-term effectsof search engine optimization (SEO) improvements is the main challenge for marketers and agencies (62% of respondents). And itis certainly not the only analytics challenge. The second priority (57% of respondents) is the coordination and integration of SEO and
business metrics. These challenges and priorities are also found in other forms of interactive and even ofine marketing, including
email marketing and social media marketing. Since more marketers are asked for the ROI of their marketing activities, it has becomea must to communicate in a common language regarding metrics. The rise of the multi-channel consumer is also a cause for the risingneed for a closed loop of data, metrics, CRM and various forms of interactive marketing. A single view on the customer is essential,as is a clear view on marketing ROI. Not surprising that 50% of the participants in the survey indicated that generating SEO metrics,
which are signicant for others in the company, is a priority as well.
marketing Experience magazine4

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