Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. Those of us who would describe ourselves as a€?digital specialistsa€™ have a vested interest in evangelizing digital; we love it, we believe in it and we want to do more. In this post I'll give some ideas on making the business case to the company owner, finance or marketing managers. Otherwise change wona€™t be fast enough and the effectiveness of our marketing activity is likely to decline as consumers or business customers switch to new platforms; we risk a€?missing the boata€?. The reality is that a€?The Digital Revolutiona€? has not resulted in whole new marketing budgets being created.
This Smart Insights budgeting spreadsheet template has been created to provide a comprehensive checklist of modern marketing activities you need to budget for including managing digital experiences (mobile and web), content marketing and traditional offline channels.
So we need to speak the language of ROI, of investment linked to return, in order to sell our digital plans in. In this guide we explain eight proven techniques to help you convince colleagues of the need for more investment in digital.
Senior Finance people are, in the main, only interested in ROI; they play no favourites, and neither should we in making recommendations to them.
If you are in a not-for-profit or governmental organisation, the terminology will be different but the underlying principle still applies: The (senior) finance guys are responsible for increasing the net income (= sales less costs). Finance Directors in companies who spend on marketing will in general, be familiar with advertising in offline media and will, in most cases, have arrived at a kind of a€?grudging acceptancea€™ that it is a necessary evil (i.e. Explaining the principles of media attribution models and the move away from last click wins models can really help we find a€“ finance guys like this analytical approach. For investments in systems such as CRM or email marketing systems that are aimed at increasing existing customer loyalty, then customer lifetime value models are the best approach. So, if youa€™re using Google Analytics, use the Multichannel funnels to show how social media marketing or display advertising contributes a€?assistsa€? sale earlier in the path to purchase.
Here your approach will partly depend on the attitude of the main marketing person to Digital. Even today, there is still a group of senior marketers (often the MOST senior) who have largely managed to avoid digital for their entire long, successful careers. Moreover theya€™re likely to be sensitive about revealing the depth of their ignorance about digital, especially in front of their junior (web-savvy) colleagues. However, if your marketing manager is already fairly digitally savvy and indeed digital-friendly, but just needs some hard-hitting ammo for the Board, business owner or the Chief Financial Officer, then your task is easier. For marketers servicing small business owners, it’s challenging to convince proprietors to spend on marketing period, let alone digital marketing.
This e-book collects all 50 case studies from the three marketing volumes, making it easy for you to get to grips with the whole marketing side of the curriculum, from the 4Ps to branding and the product life cycle. The collection is a valuable tool no matter what stage you’re at in your education, whether you’re making a decision on your GSCEs or you’re putting a dissertation together, the clear and easy-to-read case studies were written alongside many big businesses, allowing you a real insight into what makes the business world go round.
The collection is a great way to get students involved in the classroom, but it’s always a useful revision tool for you to use at home to help excel in your exams. This case study explains what is meant by the term product life cycle, and demonstrates that research is needed to identify the best way of injecting new life into brands and products. This case study explains what is meant by repositioning and why Philips carried out qualitative and quantitative research to identify an appropriate position for their brand.
This case study helps students understand how companies re-position themselves to consumers through communication and product development and enhancement. This case study explains the importance of a mission statememission statement focuses on giving customers value for money by providing them with a convenient shopping experience. This case study explains that there’s an increasing demand for healthier foods and why market focussed companies like Nestle respond to such developments. The case study shows how Barclays used market research to discover that students wanted a better account offer, the bank were then able to improve its student account offer. This case study focuses on how the FSA uses scientific and market research to provide consumers with reliable and up-to-date information, enabling them to make healthy choices about their food and diet.
This case study focuses on how JD, the UK’s leading retailer of fashionable sports and leisure wear, uses market research to support and develop its business by paying attention to trends and the needs of consumers. This case study focuses on the importance of market research during the development and launch stages of Crunchy Nut Bites, a recent extension to the Crunchy Nut brand.
This case study describes the stages of market research which contribute to successful product development and launch. This case study helps students understand the importance of market research to successful, customer-led product development.
This case study focuses on how Zurich has used market research to develop a business strategy of 'delivering help when it matters so that customers feel valued and taken care of'. This case study helps students understand essential elements of marketing including: marketing objectives, the marketing mix (4Ps) and market research.
This case study helps students to see how developing a marketing plan in order to relaunch and organise a company’s marketing activities can help to achieve its aims and objectives.
This case study shows how Portakabin uses marketing to identify and anticipate customer needs and then meet them. This case study helps students understand how companies expand by creating new markets and products. This case study helps students understand cause marketing and its role within the wider world of marketing.

This case study focuses on how Wilkinson created and implemented a marketing strategy to grow the business, using the findings of its market research. This case study helps students understand how companies segment the market to meet consumers' needs. This case study illustrates how Enterprise Rent-A-Car has expanded its operations beyond its core business of car hire.
This case study examines how Ben Sherman uses the marketing mix to help the business remain competitive and extend its market share and influence. This case study helps students understand how effective sponsorship involves all 4Ps of the marketing mix. This case study looks at how one technology company, Forensic Pathways, has used legal safeguards for a new development. This case study describes how JD (part of the JD Sports Fashion PLC Group of companies), a large and well-known retailer, manages the balance of its marketing mix around its consumers' needs in order to achieve business growth.
This case study shows how McCain combines all four parts of the marketing mix to develop its marketing strategy.
This case study shows how a carefully balanced marketing mix provides the platform for launching and re-launching a brand onto the market. This case study explores how Parcelforce Worldwide responded to increased competition by using the marketing mix or 4Ps. This case study illustrates how Kia, a South Korean motor company, has used sports marketing to develop its brand identity in the European motor market. This case study helps students understand the marketing mix including product, price, place and promotion. This case study helps students understand the range of choices available to companies for market and product development. This case study looks at how the National Trust is now adopting a new strategy and modern marketing techniques to excite a younger audience, generate new members and enhance its position as an employer with young people. This case study helps students understand how developing products and markets influences business growth.
This case study shows how use of the product life cycle as part of a marketing strategy can lead to market leadership. This case study shows how Kelloggs recognised that the Nutri-Grain brand was losing market share and how, in response, it used business tools to re-launch the brand and return it to growth in its market. This case study illustrates how Portakabin, a manufacturer of factory produced buildings, has developed a range of new products called Essential Business Solutions (EBS) to develop products meet the needs of its customers.
This case study helps students understand how organisations promote with their customers and communicate with other stakeholders.
This case study illustrates how Hi-Tec Sports developed a new approach to promoting its brand positioning and engaging with customers through a viral marketing campaign, showing students the benefit of engaging and savvy marketing. This case study helps students understand how companies utilize above and below the line promotion. This case study explores how Portakabin uses market analysis to identify customer requirements and promote its brand.
This case study illustrates how Red Bull, the manufacturer of the world's best selling energy drink, uses a range of innovative promotional techniques to improve the process of communication and drive consumer engagement and loyalty.
This case study focuses on how UNISON has promoted its A Million Voices for Public Services campaign. This case study helps students understand how the scales and marketing functions work together.
Note: If you would like to add the contents of this eBook to your school or university network then please select the 'Network licence' option.
Our eBook collections have case studies covering a wide variety of real business studies areas.
As an alternative to the collection eBooks you can buy all of the volumes individually and make up your own library of 15 eBooks. Senior management: Get a complete overview of marketing performance and the sales pipeline. We have a series of in-house ROI calculators that can help you evaluate benefits, results and ROI by using our marketing automation product. IN THIS BLOGWe share our collective wisdom - based on many years of experience and insight - about marketing automation, sales processes, and lead management. Welcome to the Marketo Blog!Be sure to sign up to receive updates on the latest trends, best practices, and strategies to turn your marketing into revenue. Jon opens by defining marketing automation as a technology that streamlines marketing tasks so companies can increase operational efficiency and grow revenue faster.
Jon then goes into detailed explanations of additional costs and considerations to think about when creating your case–of course the higher your company is on the marketing maturity curve the more you should consider these additional costs such as training, staffing, etc. Up next is Chris Roeckl VP WW Field Marketing and Fluke Networks to explain his experiences leveraging marketing automation and how he built a business case. And remember, shift from doing things that sort of make sense to contributing to a specific number. Now you will be able to create a better case for marketing automation in your organization. However, working in real-world organisations, we need to make the business case to convince those who control the budgets that we require to implement our digital plans. Ita€™s becoming increasingly important, so it will, in time, deliver that ROI, which means that brand owners need to get involved now and a€?learn how to do ita€™ or theya€™ll be left behind when it really takes off.

As Commercial Accountants, they have the avoidance of waste a€?hard-coded into their DNAa€?. Thus they need to focus the attention of everyone in the organisation on 2 things: maximizing revenue and minimizing costs.
Finance Directors have never been entirely comfortable with a€?expensivea€™ ad campaigns, on TV, Press, Outdoor, Direct Mail Etc.
It can also help you explain the value of media which are traditionally more effective in brand building and demand generation rather than direct response. Their comfort zone is entirely offline: TV, Press, Outdoor, Collateral, Direct Mail, Exhibitions, PR, Design, you name it. Sure, their kids are on Facebook and they have a smartphone (in common with their senior colleagues) but theya€™re suspicious of those a€?Appsa€? they read about in the Marketing Press and which the Agencya€™s spiky-haired Head Of Digital (who looks about 16) keeps banging on about. So you should either pay a consultant (who are often surprisingly persuasive in front of the Board even when merely delivering a script written by you) or tap into a reliable source of free assistance: in my experience, Digital agencies are always very keen to help clients free up budgets to spend on digital activity (Funny that!). Your teacher can make sure your whole school or university can access the case studies by choosing the ‘Network Licence’ option. The case study uses Ansoff's matrix to illustrate how it has developed its strategies to improve and grow the business. It has used a range of methods and technologies designed to reach a variety of different audiences.
The Complete Collection contains all 266 business studies case studies over all 6 topics in one place!
If you are new here, you might want to subscribe to the RSS feed for updates on this topic.Raab Associates estimates that the marketing automation market will grow 50% in 2013 with small and mid-size businesses at the very heart of it. He even shows a video from I Love Lucy to illustrate what happens when you can’t keep up as your business grows.
Chris also mentions that at Fluke Networks, they have incentivized their staff and have had a lot of success with that. When you subscribe to our email updates, you understand and agree that Marketo will send you email invites and updates, ranging from events, webinars, new content, and more, based on your settings.
But now we have social media and mobile too so wea€™ll just double the marketing budget.a€? Far from it! They wona€™t want to do something just because ita€™s the latest craze or looks a€?really coola€™. The challenge here is as much a matter of understanding their mind-set as much as knowing Digital and the role it can play. Part of the reason for this is the fact that they hate the rather mysteriously loose correlation between ad spend and resultant sales. Or someone who is, on the whole, a believer in digital with reasonable exposure to it (e.g. With this group you need to reassure and (ever-so-subtly) educate them as to the benefits of digital as part of their marketing mix.
At this point, we can move seamlessly to the strategy outlined in a) above (convincing the Finance Guys).
If they have Account Planners with a business brain, as an increasing number do, they may be your best allies in putting a robust case together. People doing work on the bean bag chairs throughout the conference, listening to the bands on the makeshift green that Salesforce has created on Howard St, and hustling to get to the many sessions. And of course, if the balance of evidence is not in digitala€™s favour, the case will be lost and the budget will be locked away i.e. Quite the opposite in fact: the newest, most fashionable platforms will need to work extra hard and make an even BETTER case to convince them!
As people with tidy, mathematical brains, they find it troubling that the CMO cannot promise, hand on heart, that a€?if we spend this, we will make thata€?.
These people were comfortable (and on top of their game) in those days; maybe theya€™re in denial about the changes since. Maybe organizing a program of in-company training for the non-digital specialists in the organisation might help? Digital Media planners can also be very helpful in helping you build your case for similar reasons. Here are some pointers to make a convincing business case to present to all your stakeholders.
Dayna has extensive experience in content marketing, social media, marketing automation, and inbound marketing.
Often, what we are proposing is to shift money out of press advertising and direct mail (say) into PPC and Social Media (say).
In addition to The Social Enterprise being one of the prominent messages throughout the conference, there is also a lot of discussion around The Marketing Cloud and what that means to Salesforce customers.
To provide some clarity around the topic of how you can leverage marketing automation, Marketo created a session called Building a Business Case for Marketing Automation, featuring Marketo’s VP of Marketing Content and Strategy, Jon Miller, and VP of WW Field Marketing at Fluke Networks, Chris Roeckl.

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