Akin Arikan

IBM

Akin Arikan, the author of Multichannel Marketing: Metrics and Methods for On and Offline Success, is a director of product strategy for IBM's web analytics and interactive marketing solutions. Akin has been working with analytics practitioners since 1999.

Strategic Roadmap for Digital Marketing in 2011: eBook for Marketing Execs

1 comments 1,241 reads

Posted on 2011-07-31
15 authors, 15 articles. Free, yet with priceless insights.

Learn from marketing thought leaders how to engage with customers and create value for stakeholders in a complex digital world. Covers digital channels, marketing techniques, accountability and technology. Truly a must-read resource for every CMO!

One-click Download from CustomerThink.com (no registration required)

With many thanks to our producer, publisher, and my co-editor, Bob Thompson at DigitalMarketingOne.com and CustomerThink.com

And, of course, all my gratitude to our 15 authors, bloggers, consultants whose insights into digital marketing strategy make up this ebook.
- Digital channels
- Digital marketing techniques
- ...
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Align Digital Technology with your Marketing Strategy: By David Raab

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Posted on 2011-04-28

And now to the last article with which our Digital Marketing Strategy series for the CMO will come to closure.

David Raab’s article on technology strategy to align with your digital marketing strategy is a gem and highly quotable throughout.

“There are warning signs that your company’s core marketing technology may itself need replacement. These include fragmented data, uncoordinated responses to customer needs, and difficulty in making changes to keep up with new business requirements.”

Now, if David’s recommendation was for companies to fix such a situation by dashing off to buy more marketing software, I’d be happy (as a vendor guy) but the article would have been...

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RPM, Revenue Performance Management: Will the Term Stick?

2 comments 1,074 reads

Posted on 2011-04-08

Earlier on this blog I referenced an article by Steve Woods from Eloqua on RPM, Revenue Performance Management. RPM is a relatively new term in the area of demand marketing optimization. Will it stick? As I was writing earlier, there seem to be so many terms already that describe B2B marketing automation. Why another one?

Lauren Carlson’s post on that topic is a good read.

So will it stick?

I like of course the idea of scientific, analytics driven, revenue optimization.

But I fear that the term is at risk because it is so broad.

Not marketing optimization

not customer optimization

but total revenue optimization.

So everybody is responsible for RPM,...

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Fascinating New Marketing Automation Technology: Whatsnexx’s Customer State Marketing

0 comments 1,056 reads

Posted on 2011-03-02
For friends of analytics and interactive marketing, it is always a delight to find new technology vendors that take a fresh look at solving the problems in the market.

So, I was fascinated to learn about Whatsnexx’ and their paradigm for marketing automation: Customer State Marketing.
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Content Marketing: How to Engage with Your Target Audience – by Ardath Albee

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Posted on 2011-02-05

Now that our Digital Marketing One series for CMOs reviewed the most critical know-how for a variety of channels, the focus shifts to digital marketing techniques.

You can apply these marketing techniques across digital channels.

And the first insights that I’d like to point readers to come from writer and consultant Ardath Albee on content marketing.

To paraphrase from Ardath’s article, the best content marketers have been able to:

increase lead conversion rates (e.g. by 70%!!!)

make it more likely...

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How can You Increase Digital Marketing ROI and Accountability?

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Posted on 2011-01-12

How can you increase digital marketing ROI and accountability? Isn’t that the question that keeps digital marketers and CMOs up at night?

The DigitalMarketingOne Founders Council has spent the last couple of months collaborating to gather cross-functional advice on this question. The result is a series of short articles from our Founders Council members. Bob Thompson, CEO of Customer Think is the editor in chief for the project.

What’s new here?

The cool and really remarkable thing here is that each author is an expert in a different niche within digital marketing. And so collectively the articles will break across digital silos and show how the many puzzle pieces can be assembled into a digital strategy that...

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A Strategic Roadmap for Digital Marketing

0 comments 5,196 reads

Posted on 2011-01-03

How can you increase ROI and accountability? Isn't that the question that keeps you up at night?

Specifically within digital marketing, how can you accomplish this systematically and without getting sidetracked by the hype of the day or whichever digital channel is yelling the loudest?

That is just what our Founders Council of DigitalMarketingOne aims to help you with. For this purpose, I am kicking off a series of articles to synthesize insights from experts in the numerous niches within digital marketing. Together, we'll show how the many puzzle pieces can be assembled into a strategy that supports your business.

Framework for Digital Marketing Strategy

I will start us off with a framework to help you set your digital marketing strategy at the highest level. The chart below summarizes the most critical elements of a digital marketing strategy.

...

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A Maturity Model for Digital Marketing Strategy

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Posted on 2010-10-21

In order to bring the digital-marketing strategy framework alive, it makes sense to pair it up with a maturity model.

What's a maturity model?

Maturity models are a roadmap for marketers. You find your company's "You are Here" point on the map. Then you see what next steps you may wish to consider for further growth.

How does this model relate to the framework?

Here is the framework diagram for your reference. (Note that I updated this thanks to feedback from DigitalMarketingOne Founders Council members, since last publishing it here.)

...

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Seeking a Strategic Framework for Digital Marketing

2 comments 3,969 reads

Posted on 2010-10-03

The DigitalMarketingOne founders council is seeking to design and explore a strategic framework for digital marketing.

Marketing does so many things though and does them so differently at different companies. How do we put all that into a framework that makes sense to marketing executives – our target audience?

Luckily, many clever people have thought about that before.

Starting from a Strategic Framework for Marketing in General

The Strategic Marketing Framework presented on MindofMarketing.net (see below) was one of many frameworks that seemed especially appropriate for a CMO audience. It should serve as a great starting point.

...

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To Test or to Target? Where to Start for Best ROI?

0 comments 1,160 reads

Posted on 2010-08-25

The previous post had concrete recommendations for proving the ROI of behavioral targeting. Several smart reader comments brought together a pretty clear picture.

However, when I was meeting with a number of experienced online bankers in Europe recently, the question that I received was more difficult to answer than just proving the ROI of targeting.

Namely, the question was whether one can expect greater ROI from testing or targeting? Whichever promises greater ROI, shouldn’t that be where you may want to start?

Thinking about it in terms of anecdotal results

Testing tends to be much more black and white in outcomes when you first begin to optimize a website. After all, no perfect website falls from the sky. At first you can get a big impact from making changes to messaging, calls-to-...

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