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A Message About the Future of Marketing
By Tim Kopp, CMO, WebTrends
 There's never been a more exciting time to be in marketing. But only if you love change, embrace challenges, and are willing to learn new things and turn potential setbacks into opportunities to optimize your results. Let's take a look at the shifting landscape and see what 2007 holds for web-smart marketers.
Consumers are taking control
In my previous role at Coca-Cola Company, where I led the Worldwide Interactive Marketing Organization, I was a part of this shift every day. When we launched the new Coca-Cola brand site in July 2006, it differentiated Coca-Cola from traditional company sites because it consisted primarily of user-generated content.
Today consumers are participating in creating brand messages and expressing themselves using the brands that resonate with them. They're also personalizing the way they shop, interact, watch, listen, and communicate.
 They're creating videos and watching what others have made. They're listening to podcasts, and recording their own. Sharing photo sets, creating social networks, subscribing to (and delivering) RSS feeds, and taking their media with them in their mobile players. Information is delivered and developed outside of the company—organizations no longer have the tight control they once did.
Moving from Push to Pull
This consumer-in-control shift creates many challenges for marketers, but it also presents huge opportunities to connect with customers and deliver even greater results. As marketing moves from push to pull, you have greater opportunities to understand exactly what your customers want.
People are going online in record numbers, which means you can...
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Acquire new customers in cost-effective ways, like paid search and email. |
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Constantly measure and optimize to increase ROI on your campaigns. |
They're using multiple channels to reach out to you, which means you can...
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Consistently measure all of these fragmented channels for the optimal marketing mix. |
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Use Web 2.0 technologies to engage customers in new ways and build loyalty. |
Your customers are offering insights on their intentions, which means you can...
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Deliver the right message to the right person in the right way to increase relevancy. |
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Develop even more profitable, longer-term relationships with them. |
The web provides the possibility of two-way dialogue with your customers. And real relationships start with a conversation. Online retailers can take advantage of the shift in marketing from push to pull to develop long-lasting profitable relationships with their customers.
The future is all about results
One of the reasons I'm excited to move to an industry-leading marketing analytics organization like WebTrends is that this shift to a results-focus is happening all around us, and marketing analytics is the foundation that makes all of this possible. The solutions from WebTrends have the keys to turning these challenges into opportunities. Our solutions ensure accurate data collection, visitor identification, precise metric calculations and careful campaign attribution to help you properly identify the effectiveness of every campaign.
Once you do that, you can continue to continually optimize the results of every marketing investment you make. And you can use the power of a true data warehouse to create targeted messages that cut through the massive amount of clutter that surrounds us in our media-saturated culture. Because if we target our marketing effectively, customers won't just tolerate the message—they'll be coming to us, and demanding more.
In 2007, we'll be seeing this shift play out across every industry, from media and finance to consumer packaged goods and retail. I'm excited to be a part of the results-focused revolution... and I look forward to hearing your stories as well.
I'm interested in hearing your thoughts about the shifting marketing landscape... drop me a line and let me know what you think: tim_kopp@webtrends.com.
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New Brief for Search Marketers:
Building a Solid Conversion Path by Profitably Scaling Online Advertising
 When it comes to optimizing your paid search marketing, it's easy to lose sight of the ultimate business goal when you focus too closely on interim metrics. True pay-per-click optimization is portfolio-based—it's about the results of your entire marketing mix over time, not just the performance of a single campaign element. Learn how to use a strong analytics foundation to profitably scale your marketing budget and make sure your customers keep coming back—and converting.
 Download the brief
Register for the webcast coming February 28:
5 Insights from Online Marketing Experts
Want to discover the secret to getting new customers, converting more of them, tracking them effectively, and using the insights you gain from their online behavior to keep them coming back for more? Join experts from Chief Marketer and WebTrends to get the practical insight you need to continually improve your results.
Learn more and register now
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New Webcast
Discover the Power of WebTrends On Demand
Watch the webcast
Web analytics is evolving and smart marketers are focusing on optimizing their return on investment, building better relationships with customers, and increasing their value over time. Many organizations are realizing that the best way to gain competitive advantage through web analytics and Marketing Performance Management is by adopting hosted on-demand solutions.
WebTrends On Demand is a hosted solution that delivers real-time metrics while eliminating application management and infrastructure costs. This webcast demonstrates the benefits of WebTrends On Demand and shows how two customers have decided to switch from their on-premise software to WebTrends On Demand.
What you'll learn:
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How WebTrends On Demand can deliver real-time insight for your marketing team |
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What the benefits of WebTrends On Demand are |
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The differences between WebTrends software and WebTrends On Demand |
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Why customers consider switching from WebTrends software to WebTrends On Demand |
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How two customers, Brulant and ICI Paints, switched to WebTrends On Demand to achieve ongoing success. |
Watch the webcast
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Making your to-do list for the new year, Giselle Abramovich (DM News) - Now that the hustle and bustle of the holiday season is over, marketers need to revamp their search engine campaigns, experts say.
Customer Loyalty Improves Retention, Part 1, Neil Mason (ClickZ) - Retention marketing is converting customers twice, without having to acquire them twice.
Customer Loyalty Improves Retention, Part 2, Neil Mason (ClickZ) - And how do we track, measure and manage it?
Tools That Keep Online Customers Coming Back, John Lovett (CRMBuyer) - Web analytics and personalization of web sites have surfaced as key development initiatives for online merchants, according to a new benchmark report from Aberdeen Group.
5 ways to waste money with PPC advertising, John Grant (DM News) - Pay-per-click advertising is the biggest lead generation breakthrough in a long time. But it has a downside... business owner easily can waste thousands of dollars in a matter of weeks before learning hard (and expensive) lessons.
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Ad Tech Paris
March 6-7
Paris, France
For more information
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Using WebTrends and Promoting your Website More Effectively
Mar 7 - Kuala Lumpur
Mar 14 - Bangkok Thailand
Mar 21 - Hong Kong
For more information
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Emetrics Summit London
March 29-30
London, UK
For more information
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Search Engine Strategies Conference & Expo
April 10-13
New York, NY
For more information
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Emetrics Summit Germany
April 17-18
Düsseldorf Germany
For more information
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Upcoming WebTrends Training Courses
WebTrends for Business Professionals
- Staines, UK - Feb 22
- Toronto, ON - Feb 22
- Frankfurt, DE - Mar 1
- Zurich, CH - Mar 6
- Minneapolis - Mar 8
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WebTrends for Technical Professionals I: Essentials
- Frankfurt, DE - Feb 26
- Staines, UK - Feb 26
- Toronto, ON - Feb 27
- Portland - Mar 5
- Atlanta - Mar 13
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WebTrends for Technical Professionals II: Advanced Reporting
- Staines, UK - Mar 1
- Toronto, ON - Mar 2
- Zurich, CH - Mar 8
- Portland - Mar 8
- Atlanta - Mar 16
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WebTrends for Technical Professionals III: Commerce
- Staines, UK - Mar 2
- Zurich, CH - Mar 9
- Portland - Mar 9
- Staines, UK - Mar 23
- New York - Mar 23
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Interested in working at WebTrends? Learn about the job openings available now.
Current Openings
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