7706 May Supplement.qxd:7706 May Supplement V5.qxd 1/5/08 15:12 Page 3
≤
Go to www.b2bm.biz for our content archive
Editor’s note
3
The growing pains of marketing
I
t’s often been said the world was a less impact it will have.
complex place 30 years ago. This is But although practitioners have come a
certainly the case in marketing. Back long way from those charmingly naïve
in the 70s, companies wishing to times, the challenges they face have also
communicate a message to potential evolved, and arguably today appear more
customers had only a handful of tools at insurmountable than ever.
their disposal. Advertising was the primary Two of these challenges are the focus of
route to market and whilst exhibitions were this supplement. The first is integration.
important, direct marketing was still in its The opportunities presented by the
infancy and not widely understood or emergence of new channels and the
“Although marketers have
utilised. The Internet wasn’t even a twinkle evolution of old ones are significant, but
in the eye of the then youthful Tim the challenge of integrating them in an
come a long way from the Berners-Lee. effective and complementary way takes the
charmingly naïve days of the
As a result, the life of the marketing issue to a different level. But what does
decision maker was also correspondingly success look like and more pertinently, how
70s, the challenges they face
simple: you bought your advertising space, do you know when it has been achieved?
have also evolved, and
approved the creative and then moved on Measurement is the second challenge and
to the next thing. In the unlikely event in combination they represent a formidable
arguably today appear more
there was any kind of response mechanism obstacle for any marketer to tackle.
insurmountable than ever”
involved, it certainly wasn’t down to you to But there are solutions to these
worry about what came back and when – problems, and ironically – given its role in
Joel Harrison, editor, B2B Marketing
that was what the sales team was there for. facilitating digital marketing and therefore
And no, it didn’t really matter that you had being the cause of many a practitioner’s
absolutely no idea what impact your headaches – they are largely based on new
advertising was having, just as long as the technology.
agency took you out for a long, boozy This supplement will explore the
lunch every once in a while. challenges presented to marketers by
For better or worse – and some would integration and measurement and then
certainly say worse – things have moved on examine how technology company
a long way during the last three decades. Eloqua is working with its clients to
These days, marketers’ lives are an awful help address them. It is this kind of
lot more complicated, and there are a solution which promises to help
plethora of channels that they must marketers wrestle back control of
understand and leverage in order to get the their marketing activity, foster greater
maximum bang for their marketing buck. co-operation with sales and most
Perhaps more significantly, today’s importantly help them prove their worth
marketers are also accountable and to the board. As a consequence, the
focused on the impact of what they do on marketing industry looks likely to be
the success or otherwise of the just as unrecognisable 30 years from now
organisation. These days no self-respecting as the industry of the 70s is to us today.
practitioner would dream of sending out a And this time, the change will without
campaign without any real concern for the question be for the better.
SPONSORED BY
This publication was produced as a supplement MEDIA DEVELOPMENT MANAGER: David Lewis DESIGN: ICD, West Sussex
of B2B Marketing, May 2008. TEL: 020 7438 1376 info@icd.gb.com
EMAIL: david.lewis@b2bm.biz
EDITOR: Joel Harrison
©
Copyright Silver Bullet Publishing Ltd 2007
Elemental
TEL: 020 7438 1373 PUBLISHING DIRECTOR: James Farmer
chlorine free
All rights reserved
EMAIL: joel.harrison@b2bm.biz TEL: 020 7438 1375
EMAIL: james.farmer@b2bm.biz
No part of B2B Marketing may be reproduced, stored in retrieval systems,
DEPUTY EDITOR: Lucy Reiter
or transmitted in any other form, or by any other means, electronic,
mechanical, photographic, recording or otherwise without the prior
TEL: 020 7438 1372
B2B Marketing is available on subscription.
written permission of the publisher. The contents of B2B Marketing are
EMAIL: lucy.reiter@b2bm.biz
To subscribe, call 020 7438 1370, or go to subject to reproduction in information storage and retrieval systems.
Sustainable
www.b2bm.biz/subscribe forests
B2BM MAY 08 – www.b2bm.biz
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12