Takeaway notes from a DMA virtual
webinar. By Aliza Bornstein, copywriter, Melissa
What is the Marketing Dividend?
The savings which can be made in the overall
marketing budget in terms of efficiency and
effectiveness, by implementing integrated
Marketing waste and lack of accountability is
unsustainable and still needs more investment in
integrated technology, processes, and databases.
This is especially important as marketing is being
looked at to provide the growth path out of the
Marketing Dividend Solution Part 1
Don’t rely on your CRM system to do your marketing.
Instead, invest in marketing technology to extract,
combine, analyze, and execute campaigns based on all
your marketing data. Better marketing to customers
means saving direct marketing costs while achieving
better results through timely, relevant
• Invest in a Web content management technology to
rapidly get new content and campaigns up on your Web
• Start an engagement cycle with the prospect or
customer. Better engagement on the Web site equals
more effective use of online marketing budget—and
money saved on agency costs with a greater chance of
Email is now low-cost to send, but it can be a very
expensive medium if it’s not utilized correctly.
Your message has to be relevant or recipients may
never open another email. And, acquiring new
customers is VERY EXPENSIVE.
• Email campaigns are often not targeted or
• If you don’t segment and target you are not being
• The data from email responses is frequently
Marketing Dividend Solution Part 2
Apply analytics to your email and invest in
analytical email technology to deliver timely and
relevant emails; monitor deliverability in real
time; track all interactions with the content; and
host solutions with online access to visualization
and insight tools. Better targeted email means more
relevancy and therefore a higher response which
promotes brand protection and customer engagement.
• Build a marketing-only database with access from
all key company databases. Invest in a marketing
database with analytical tools marketers can use to
identify hidden opportunity; coordinate planned
response to the customer during their customer life
cycle; and be available as an outsourced service or
• A more efficient marketing database means
identification of growth opportunities and marketing
innovations; timely cross sell and up sell; better
engagement with customers; faster time to market
with competitive response.
• Use campaign management and workflow to increase
the efficiency of marketing. Invest in campaign
management software to reduce manual process;
streamline workflows; reduce errors and remove
rework. More efficient campaign management offers
the ability to manage greater volumes of campaigns;
faster time to market; and less repetitive tasks.
Making the Case
Pick your target based on where you can make the
greatest impact; short term revenue gains; something
you are passionate about.
Pick your team based on people who have used the
technology in other companies and partners who can
Only choose projects where you can get a win within
the current year and work with IT on TCO (Total Cost
of Ownership) savings. There is a marketing dividend
waiting to be realized so now is the time to invest
in technology to realize that dividend, and at the
same time, raise the game of marketing.
Ideally work with finance on this strategic
investment and plan on how to use the marketing
---Source: DMA virtual webinar June
4, 2009 webinar (www.dma.org). Bob Barker is the VP
of Corporate Marketing for Alterian. Reach him at