70% of business CEO’s are betting on analytic data to understand their clients

70% of Business CEO’s are betting on analytic data to understand their clients

Based on the Global Study of Top Management-CEO Study IBM-2012: “Leading in a hyper-connected world.”

More than 70% of CEO’s are looking for a better way to understand the needs of every client and to increase their potential for solutions. Given the need for a deeper knowledge of the clients, the so called “out performers” (Those organizations that beat the competition in the same industry in terms of growth, income, and revenues.) have a clear advantage.

IBM has been working on this report since 2004.  On the fifth edition they were able to sit  face to face with 1,700 CEO’s from 64 countries all across the world, of which 230 work for medium size companies. read more

Top 10 Internet Marketing Trends for 2012

I remember hearing from Larry Ellison that in 1999, business had not figured out how to use the Internet.  At first, I rejected the thought, but within a few minutes realized that we had a long way to go and I agreed with him at the time.  I often wonder if we’re figuring it out yet, and in 2011, and looking into 2012, I see a lot of innovations that make it a great time to be growing the e-business unit of most companies.

So let’s take a look at what 2012 has in store for us.

1. Content consumption, video and e-commerce surge on mobile devices. 

Mobile computing is changing the way we consume content.  This was the year I started watching all the seasons of Mad Men, but I watched them on my iPad through my NetFlix app.  I check the New York Times in the morning while I’m waking up.  I use an app that automatically starts the daily podcast “The Wall Street Journal This Morning” with Gordan Diehl as my alarm clock in the mornings.  I subscribed to my first magazine this year on my iTunes account.  And I bought more via online apps than I did via the internet.   Any good marketer knows that their behavior is a data point of one, but as I think about my changes in how I get my content and my goods, I see that the change is going on all around me.  Perhaps that’s why Google just bought a CHECK FACTS Motorola so that they can compete with the world’s largest Media company, (and this might surprise you), Apple. read more

Defining an Online Marketing Strategy and Roadmap

Check out our latest video developed to assist Internet Marketers in developing an integrated and cohesive digital marketing strategy.

Please let us know you’re feedback, we’re launching a series of theses and would love to hear what you think.

Top 10 online marketing technology trends for 2011

As the year comes to a close, and a new one begins, I reflect on the typical questions and trends I’ve seen and think about how best to advise our clients for 2011.

Top 10 Trends of 2011:

Online Marketing Predictions for 2011

10.  Facebook’s Online Marketing Platform

The adoption of Facebook’s advertising capabilities and ability to target specific segments by smaller and mid-sized firms.  While Facebook has done little this year to improve the features in its advertising portal, the business community is beginning to adopt the platform en mass.  If you haven’t heard of facebakers.com, you might want to review the international levels of adoption of Facebook as a global advertising player.

9.  Privacy Showdown becomes a major news topic in 2011

Digital marketers had a lot of press coverage on their tactics in the last half of 2011.  We’ll see public debates, but I don’t think that there will be any major changes this year in the law.  However, I do believe that we’ll see some innovations coming in the way of online reputation managers allowing both sellers and regular folks to create digital reputation management badge that can be taken with them across all websites.

8.  Smartphones for everyone.

No longer reserved for the traveling elite, smartphones have found their way into the hands of soccer moms, teenagers, tweeners, and even children.  The 7-12 year olds at church were asking for the “itouch” on their holiday gift list.  Digital cameras are going away, and devices that double as cam-corders and “The Jetsons” video telephones are coming to a hand near you.  Droid, Blackberry and Apple will fight and Blackberry will become a distant third because they haven’t catered to the all-powerful Apps content the way Droid and Apple have.  See #4 for more on this topic.

7.   Software as a Service

Major software industries are being consolidated from the traditional client / server model.  Companies such as NetSuite, Salesforce, Omniture, Rackspace, and others are finally making it possible to enjoy the benefits of the internet without having to be a propeller-headed, geek.  This is our hope and Lima Consulting Group continues to position itself to help companies benefit from these trends by integrating these software solutions for our clients.  We believe there are three “i’s” in technology Innovators (the manufacturers of software), Implementers (the installers) and Integrators (consulting companies that implement two or more of the innovators solutions).  We’ll continue to see increased competition from new entrants who present themselves as “cloud computing”, “Software as a Service” consulting companies.

Open Source software will continue to gain widespread adoption.  Drupal, Joomla, Mambo, Typo3, WordPress, and even xMod are solid tools depending on the job you’re asking them to do.  But the real innovation here will come from systems integrators that offer these solutions as a service.  Companies that allow you to setup and host these applications will do well.  I like the business model from companies such as Volusion and Shopify in this respect where for about $50 a month you get an e-commerce platform that should meet most online stores needs.

6.   Cloud Computing

Cloud computing is an amorphous term, but I’m defining it here as data centers migrating away from corporate or the home to the internet based data centers. Firms like Rackspace, Carbonite, Jungle Disk and my favorite, Box.net are really growing their user base.  The ability to integrate these applications within other software packages, (for example you can integrate Box.net within NetSuite), is a real alternative to the costly implementations for tools like Sharepoint and Documentum.  Keep an eye on the company that Computer Associates acquired, 3Tera, and software companies that virtualize data centers and applications.   This software allows data centers to move their entire operation to the data center closest to the highest levels of traffic within seconds.  As the world rotates each day, the data centers will also rotate to wherever the sun is shining.  The data center that never sees night – interesting concept towards addressing disaster recovery and increasing internet speeds while seeking best pricing on energy.  That’s enough to make the “green” contingency happy, the typical internet user and even the lawyers among us.

5.  ieverything™  vs Robot This

iPad launches, iPhone 4.0 and iOS make it easy for entry level developers to develop over 300,000 which were downloaded over 7 billion times.  The median revenue is less than $700 while the average cost to develop an app ranges between $15,000 to $50,000.   The iPad took the world by storm introducing a new category of computing, or at least bringing a niche category of tablet computing to the forefront.  Today, Barnes and Noble declared the Nook as their best selling product ever, it’s been out – what – two months?   And the Kindle brings up the 3^rd place spot filling a need for a less tech-savvy crowd.  But the real shift in 2011 will be back to subscription models to pay for content such as the WSJ, NetFlix downloaded to your devices and of course ebooks, which outsold regular books in 2010 and lastly the worlds largest media company, yep – you guessed it – Apple.  They sell more media than any other company.  So the device and the content combination will engage in hand-to-hand combat with Google’s Andoid more flexible and open platform.  Microsoft really should be the one giving Apple the competition here, they missed their chance.  If Google gets this right, they will finally be out of trouble in having 96% of their revenue coming from their online advertising product, Adwords.  Look for a bloody battle between these two in 2011, it’s going to get personal.

4.  Here an App, there an App, Everywhere an App, App!

Salesforce started the first large-scale App store with their AppXchange.  Then Apple with their App Store, then every company in the internet base Software as a Service model did.  NetSuite has the BOS network, Omniture has the Genesis partners, Droid has andoid.com and the list goes on.  The widespread adoption of the “crap apps” out there will be a major reason that the victor will emerge, and I predict that Apple will continue here for several years to lead.  While Droid has flash, and an open network, I heard once that “average products well marketed will beat good products with average marketing.”  And the iPhone is no average product, they have the first mover advantage for having created the category and they don’t appear to be letting off the accelerator in terms of innovating both their software and their hardware associated with the iPhone and iPad.  I for one have been impressed with their advances the last three years and I am eager to see what they launch in the summer with their next generation iPhone and iPad.

3.   Net Neutrality – Ain’t

Net Neutrality in 2010 allowed one standard for wireless providers and another for landlines making, in essence 2 playing fields.  This was an unfortunate ruling that would allow certain wireless providers to block features that don’t need to be blocked for any other reason than it would cannibalize the cell phone companies revenue.  Central to the issue is Skype’s video chat and voice chat using the 3G network on the major carriers.  Verizon allows it, AT&T does not.

2. Personalized Online Experiences Based on What You’ve Done on the Internet

The improvement in web analytics to allow for personalization of ads and content based on prior site visits.  Solutions such as Omniture’s Test and Target, Recommendations, Merchandising, Survey, and Search and Promote became more widely adopted and this notion of personalizing experiences on the web is the future of online experiences.  The increased integration of your entire totality of information available to digital marketers will allow them to develop a more complete picture of an individual’s online behavior and interests than ever before.  Armed with the profile information collected from social networking sites such as Facebook, linkedin, Twitter, youtube, and others they can present more relevant content and online experiences.  The first to adopt these technologies will be media companies and ecommerce marketplaces. read more

IBM, Adobe, and the future of the analytics market

Image from LeadForce1.com

With IBM’s recent acquisition of Unica we have seen the next phase in the entry of large players in the analytics market.  It was only two weeks ago that they bought Coremetrics.

IBM follows Adobe’s lead in the acquisition of analytics solutions.  Adobe threw its hat into the ring in 2009 with its purchase of Omniture, and has invested significant resources into its continued development.  However what was important to really notice about that deal was that Adobe paid $1.8 billion dollars, an acquisition that were most analysts indicated that Adobe overpaid by a wide margin.

The reason is simple: potential.  The grandfather tech companies have begun to take notice of the booming analytics business and they want to incorporate it within their platforms.  With Unica’s purchase we should expect to see a quiet period as as Adobe and IBM integrate the technology within their platforms.  However we should not expect this to be a 2 player world, there is too much money and influence in the analytics business for other gorillas in the business to ignore.

My prediction of who is next?  Oracle.  The company already offers marketing campaign, CMS, and customer engagement products and solutions.  The only piece they’re missing is analytics.  Not to be biased but I would argue that of all the solutions, analytics is the most important.  So who would they buy?

Predicta: A Brazilian analytics player with a solid management team that is providing tremendous value for its clients through the extension of modules that extend the value of data.

Webtrends: An oldie, but goodie.  They’ve had some bumpy rides over the past five years trying to get bought out in my opinion.  Their technology roadmap has been very thin and we haven’t seen a lot of innovation from this established player, but they have the potential to break out.

It is in many ways the brain food of a sophisticated e-marketing strategy.  Without analytics one can deliver content or run campaigns, but its like shooting in the dark.  You never know if you hit something on target.  Analytics provides the ability to gain consumer insights and provides actionable intelligence so that marketers can improve their Return on Ad Spend (ROAS).

Little by little companies around the world are becoming ever more aware of the power of such insight, and the limitations of the analytics mainstay (Google).  We’ll be writing an article soon on why Google analytics is not free.

As this process continues we can only expect for the market to continue to grow, and the gorillas know it.  And they want a piece.  Its a vote of confidence in this industry if it ever needed one.

Free Seminar to share our methodology for developing online marketing strategy

Back by request, I’m presenting our framework for developing effective online marketing strategy for business on the 3rd of June at 8:30 AM at the Greater Philadelphia Hispanic Chamber of Commerce.  I hope you can join us.

I just wanted to extend a personal invitation to our readers.

Here is more information about the event:  http://www.limaconsulting.com/Online-Marketing-Strategy-Seminar.aspx

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3 Reasons Why Personalized URLs increase ROI

There are volumes written on this topic, but a lot of our clients have been experimenting with the combination between sending direct marketing pieces such as postcards with their online marketing strategies.  There is tremendous interplay between catalogs and postcards and what folks do once they are ready to sit down and consider the offering.

According to the DMA’s integrated marketing media mix report, marketers are complimenting digital media with email (79%) and direct mail (75%).

Instead of using postcards that mention a website, use what is called a Personalized URL.  Folks in the industry like to say that you always remember your first!  Here are three reasons to give this a try using 1:1 marketing.  Anything that improves the prospects experience is bound to offer your marketing results a lift. read more