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J&C Blog

Find all the latest marketing trends on the J&C Blog.

Marketing executives, the first 90 days can make or break you

CMO June 3, 2014

So, you are now the executive in charge of marketing for the company. Take heart, the average tenure for a CMO is 45 months – good news, right? But, while tenure has been lengthening over the past four years, many marketing executives say the pressure has greatly intensified. Companies now have different expectations of what marketing can do. There are new channels to consider, and everything has to be more measurable, more targeted and more effective. Marketing executives have to prove their work has a real impact on driving the business. Unless they can prove marketing is delivering and clearly showing ROI, budgets are inevitably going to be cut, and possibly positions, too.

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Do you have a marketing agency scorecard? Marketers should consider agency expertise in addition to industry experience and many other factors.

CMO April 30, 2014

Marketers traditionally have looked for marketing agencies with previous experience in their industry. The old way of thinking was that there would not be a learning curve to accommodate. Those small, yet ever so important, nuances pertaining to the industry were already understood. Most of all, the industry experience meant that the agency knew how things were traditionally done. The way all the players in the industry do things. Anyone see the underlying problem here?

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A few questions marketers should ask themselves when looking for a marketing agency

CMO April 24, 2014

So, you’ve decided to look for a marketing agency; but before you start contacting anyone, make sure you can answer these important questions. What are your goals/objectives? What type of services are you looking for? What is the timeframe for your marketing needs? What is your marketing budget? If you can’t answer these important questions, you may be wasting your (and a lot of other people’s) time.

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4 steps for developing a pay for performance agreement

CMO April 15, 2014

If your marketing agency is not offering a pay for performance type of agreement yet, it is inevitable; wouldn’t you prefer to be ahead of the curve?

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Are you using marketing data, metrics and analytics to measure marketing’s value, inform business decisions, improve marketing performance and forecast trends?

CMO April 14, 2014

I was on a call recently with my friend Laura Patterson of VisionEdge Marketing. Laura consults with top companies on marketing performance, measurement and metrics. Each year, Laura partners with ITSMA, a research-based membership organization that works with the world’s leading professional services, technology and communications providers, to do a research survey on Marketing Performance Management (MPM). This is the 13th year of the MPM survey. If you haven’t already seen or responded to this survey, I am going to ask your patience to read on.

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Pay for performance: another scary urban legend

CMO April 8, 2014

Remember when you were a kid and were told about the boogey man, or any of the other urban legend stories that incited fear the first time you heard them? When you got older, you realized that the boogey man wasn’t scary after all. You started to understand that urban legends were just stories and that once you applied logic and looked a little deeper, being afraid seemed a bit silly. Pay for performance is a lot like that.

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Growing or profiting from customer marketing. There’s a calculation for that.

CMO March 27, 2014

When times get tough, businesses often shift their focus from creating new customers to creating the greatest amount of revenue from their existing customers. Most of us know that creating customers costs money. And we have seen the math that describes how marketing to customers can contribute anywhere from five to 10 times the profit of marketing to prospects. So, if profits are an organization’s goal, then organizations should invest more money on marketing to customers than on customer acquisition, right?

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Most popular blog articles of 2013

CMO February 20, 2014

When we started down the content marketing journey, I wasn’t sure what to expect. We took an analytical approach to selecting topics, analyzing keywords to determine which topics marketers were interested in and searching. But we couldn’t help but wonder, “What would marketers enjoy reading from us?”

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Is the creative team dead?

CMO February 12, 2014

A few years ago, the thought would have been laughable. Not anymore.

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Going viral: How Beatlemania became ‘a really big show’

CMO February 11, 2014

Chances are that when you hear terms like “viral marketing” or “it went viral,” you’ll immediately think of email, social media and other Internet-based media. While the Internet has enabled things to go viral at exponentially faster speeds, the truth is that things have been “going viral” ever since humans learned to communicate with something other than a club.

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