Advice: Manage Well by Leading Better

N2Growth Blog

One could say the same forMicrosoft when Bill Gates viewed himself as the visionary and Steve Ballmer was the operator. More recently Larry Page has shifted his role from co-creator at Google to CEO displacing Eric Schmidt in day-to-day operations.

Advice 402

Understanding How Organizations Can Measure Digital Success

Tanveer Naseer

Regardless of how it’s asked, “are we earning a return for our digital dollars” is a “hot button” marketing question poised by leaders, management and operating staff. Some measurements become indicators that help with operating and strategic direction.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

9 Steps For Creating The Best Odds For Success

Tanveer Naseer

You should also know that this year brings with it new taxation and new regulations that may add expenses and affect the way you operate your business. Start with a post-mortem of how your business operated last year. Do a top-to-bottom walk-through of your systems and procedures In essence, systems and procedures (processes) actually operate your business, though a lot of owners misunderstand this simple concept.

Advertisers Should Act More Like Newsrooms

Harvard Business Review

Typically, Super Bowl advertisers meticulously plan every aspect of their presence months in advance of the big game. Recently, the Wharton Future of Advertising Program asked more than 175 industry leaders to describe their vision of what advertising would be like in the year 2020.

February Shows Advertisers Still Love Broadcast Channels

Harvard Business Review

But advertising on broadcast TV remains a $72 billion business, and radio mass advertising constitutes $17 billion in spending. And Clear Channel, the leading radio operator, notes that it still reaches 238 million listeners each month, more than ten times as many as Sirius.

Five Ways the Advertising Industry Is About to Transform

Harvard Business Review

Technology has prompted tremendous change in the advertising industry—change that would have been inconceivable even a decade ago. But at the same time the ecosystem of technologies that supports online advertising has become so complicated and cumbersome that it actually makes it harder for advertisers to invest more money to market effectively, putting the industry’s growth at risk. Programmatic advertising is about automation, not auctions. Advertising Technology

The Secret to Successful Recruiting

Strategy Driven

Despite the realization that computer software greatly enhances the efficiency with which businesses operates, the use of recruitment software is not widespread. At the same time, it will offer the options to either refer an employee or to send the advertisement to a friend.

Big Data, Big Opportunity

Chartered Management Institute

Big Data, and its close cousin the Internet of Things, are among the trendier terms of 2013. It often helps if the executive in charge is not from IT, but from operations or marketing, and that there are close links with customer-facing and other operational roles. Last month the supermarket giant Tesco announced a partnership with a technology firm Amscreen aimed at improving the targeting of its advertisements.

The Three Most Innovative Companies of 2013

Harvard Business Review

While Google is commonly viewed as a search company, what made Google Google was figuring out how to parlay its search technology into a highly disruptive advertising model by which companies bid to tie their advertising to specific search terms. Global Internet giants like Baidu, Google, and Facebook each draw at least 80% of their revenues from advertising. One can naturally debate any system that seeks to crown the world’s most innovative companies.

Disruptive Trends to Watch in 2013

Harvard Business Review

Search began to come of age in the late 1990s as Yahoo, AltaVista, and Google emerged, but the real coming out party was when Google honed its business model tying search results to paid advertising that companies purchased through its AdWords auction. By the mid-2000s Google had become a reasonable force in the advertising industry, and by the end of the decade its revenues dwarfed those of most traditional players.

Rethink the Value of Each Customer for Efficient Growth

Women on Business

Without understanding CLV or analyzing the ROI of customer acquisition, you’re essentially operating in a marketing vacuum. Digital Marketing NOW offers strategy, web development, design, SEO, paid search marketing, conversion optimization, display advertising, analytics and more.

Two Terms Marketers Need for Today's Media Landscape

Harvard Business Review

You needn''t look any farther than this one staggering statistic to understand the scale of change: Google''s advertising revenue is larger than that of the entire print industry''s revenue. Do you sprinkle them around in the hopes of hitting the jackpot on the advertising table of roulette?

Why Nauseating Diamond Ads Are Here to Stay

Harvard Business Review

They operate seamlessly, the "Every Kiss Beings with Kay" cadence or "He went to Jared!" If a diamond is forever, so, it seems, are the advertisements for them. The Future of Advertising An HBR Insight Center. We Need a Better Definition of "Native Advertising".

How Story Platforms Help Global Brands Go Local

Harvard Business Review

The Coke campaign is one example of what three prominent co-authors addressed in a March HBR post titled " Great Advertising is Both Local and Global." They need to represent every part of the company that touches the brand — sales, operations, distribution, customer service and so on.

Jeff Bezos Brings His Low-Margin Ways to Newspapers

Harvard Business Review

Yes, his site was definitely taking classified advertising away from papers, he would say. In 2012, the Pew Charitable Trusts said in its latest State of the News Media report, "the operating margin for Gannett was 9.9%, New York Times 5.4%, McClatchy 15.1%, E.W.

Why Are So Many Celebrities Now "Creative Directors"?

Harvard Business Review

A few years ago, Timberlake joined forces with a couple of advertising executives to purchase the site, and he has been an integral part of the company''s transformation into a service that helps artists manage their brands and connect with fans. Advertising Marketing

Brand 16

The End of Traditional Ad Agencies

Harvard Business Review

Much like newspapers, conventional advertising agencies are becoming irrelevant. When one person with a wireless connection can be an agency, a media company, or even a manufacturer, traditional advertising organizations have to change their culture, processes, structure, talent policies, resources, and even their business and revenue models in order to embrace the power of open systems being fueled by digital connectivity. Advertising Innovation Marketing

Megastores Want to Be Like Mom-and-Pop Shops… Sort Of

Harvard Business Review

At the same time, connective consumer technologies, sophisticated customer profiling, and targeted predictive modeling have made it easier and less expensive for companies to advertise and connect with customers locally. It takes organizational, cultural, and operational changes. There are other operational considerations. Marketing Operations Retail

Ten Reasons Salespeople Lose Deals

Harvard Business Review

They'll conduct lengthy product evaluations and talk to existing users of the products to ensure they work as advertised. From the customer's standpoint, the cost of the salesperson's solution was prohibitive because the perceived value of the operational benefits did not justify the price.

CRM 22

How is Big Data Transforming Your 80/20 Analytics?

Harvard Business Review

The company quickly adjusted its operational definition of “loyalty” to explicitly embrace and reward its “digital evangelicals” — customers who had enough of a virtual presence to be influencers.

KPI 22

You Found Your Product-Market Fit. Now What?

Harvard Business Review

80-90% software products vs. 40-50% advertising products) and company maturity (e.g., Advertising sales reps, with a 40-50% gross margin, might have $3-5M in annual quota. To that point, a well-run telesales operation will be super metrics-driven. The best sales VPs of telesales operations are more like accountants than charismatic salespeople. If you hire a charismatic leader as your head of sales, make sure you hire a director of sales operations to support them.

B2B 12

Understanding Customers Is Everyone's Job

Harvard Business Review

The only way it can happen: marketing, IT, operations, and human resources functions must collaborate in unprecedented ways. Leading marketers are looking to influence all their customer interactions by working closely with operations and their chief human resource officers on the company culture. Collaboration Marketing Operations

Where the Money Is in the Tumblr Deal

Harvard Business Review

Google wanted to apply its core contextual advertising business to the video-sharing site''s surging audience. billion acquisition appears to have paid off handsomely, as YouTube has grown substantially as an advertising platform.

Can Technology End Poverty?

Harvard Business Review

BKash is now advertised widely, with 30,000 agents and 2.2 By the end of 1993, half of the pumps were operating at a loss and many loans were in arrears. If you believe the hype, technology is going to help us end global poverty.

The Dangerous Tension Between CMOs and CIOs

Harvard Business Review

Forty-five percent of marketing executives say they would prefer to enable marketing employees to operate data and content without IT intervention. This is more than simply a change in nomenclature It is a constant reminder to the CMO that the job doesn''t end with branding and advertising.

CIO 18

Ten Reasons Salespeople Lose Deals

Harvard Business Review

They'll conduct lengthy product evaluations and talk to existing users of the products to ensure they work as advertised. From the customer's standpoint, the cost of the salesperson's solution was prohibitive because the perceived value of the operational benefits did not justify the price.

CRM 16

How Chinese Companies Can Develop Global Brands

Harvard Business Review

Since positioning is vital in new markets, today’s boards must include Chief Marketing Officers, not just directors with operations or finance backgrounds. Only a small minority thought low-cost operations would be an advantage in three years’ time.

IPO 16

If Your Mobile Strategy Can Win Here, It Can Win Anywhere

Harvard Business Review

According to a 2013 survey by Nielsen, "Nearly 60% of women use Facebook/access Facebook multiple times a day on their device/computer compared to approximately 45% of men." How Advertisers Can Maximize Mobile Conversions.

Avoiding the Schizophrenic IT Organization

Harvard Business Review

One side is focused on running global-infrastructure and implementing big-system-application programs over three to five years, where the emphasis is on compliance, security, reliability, and effective 24/7 operations.

CIO 16

Can Crowdfunding Solve the Startup Capital Gap?

Harvard Business Review

Earlier this month, the SEC approved a portion of the Act that allows startups to advertise for investors. Note, scale is the operating word here.

QR Codes Aren't Dead Yet

Harvard Business Review

The camera''s table sits in a virtual cloud, running on an operating system called CloudOS , which is programmed with KRL , or Kinetic Rule Language. How Advertisers Can Maximize Mobile Conversions. My favorite mobile device isn''t my phone, my iPad, or my car.

CRM 16

CMOs: Build Digital Relationships or Die

Harvard Business Review

Today, LG and Samsung are using the digital customer relationship they have through those Smart TVs to provide targeted advertising based on actual knowledge of their customers, creating better experiences while generating new revenue streams. The term "digital disruption" sounds painful.

The Curious Case of Summer’s Hottest Food Item: The Pretzel Roll

Harvard Business Review

Tim Ettus, the director of operations at Sparks & Honey , a data-driven advertising newsroom that helps synchronize brands with culture, points out that food indulgences, complexity, and hybrids are currently en vogue, what with the cronut and other European pastry-like items becoming popular.

PR 16

Yahoo, Tumblr, and the Loyalty Factor

Harvard Business Review

The uproar was bolstered by stories critical of Yahoo''s earlier acquisitions , and fueled by rumors that Yahoo may introduce advertising to the popular blogging site. As Yahoo goes through with its acquisition of Tumblr , CEO Marissa Mayer may have a user rebellion on her hands.

The Future of Commerce Starts With a Tap

Harvard Business Review

Google has built NFC into the Android operating system. The tag is small, about the size of a dime, and can be embedded in or attached with a sticker to a product or advertisement. I saw an NFC-enabled advertisement on a bus stop.

Mobile Payments and the 'Wow' Factor: Q&A With Square CFO Sarah Friar

Harvard Business Review

We asked Square''s CFO and Operations Lead, Sarah Friar , for perspectives on this technology, what it means for marketers, and how to manage in the world of mobile innovation. How Advertisers Can Maximize Mobile Conversions.

CFO 16

Enabling the Natural Act of Entrepreneurship

Harvard Business Review

I met Slovenian entrepreneur, Sandi Cesko, in 2007 when his Ljubljana -based multi-channel retail operation, Studio Moderna , had about $70 million in sales.

The Booming Business of Drones

Harvard Business Review

What makes it all that more interesting, is that those fictional numbers aren't even close to the staggering reality of how many drones are in operation. The efficiencies come with 100% robotic operation.". Drones are everywhere.

Can Technology End Poverty?

Harvard Business Review

BKash is now advertised widely, with 30,000 agents and 2.2 By the end of 1993, half of the pumps were operating at a loss and many loans were in arrears. If you believe the hype, technology is going to help us end global poverty.

We Took a Vote. You're Fired.

Harvard Business Review

burden of running their companies’ day-to-day operations. Christopher Mims smartly argues that the real battle lies in video advertising – and that Instagram, now owned by Facebook, is "going to get us all watching television ads again." growth in digital ads between 2013 and 2014. What may be more important, the 15-second time frame allows for advertisers to upload already-created TV spots, which can then be featured on Facebook. Leave Your Title at the Door.

How CMOs Can Get CFOs on Their Side

Harvard Business Review

Just 36 percent of CMOs, for example, have quantitatively proven the short-term impact of marketing spend, according to the 2013 CMO Survey (and for demonstrating long-term impact, that figure drops to 32 percent). Creating transparency into its operations is the starting point for marketing to help CFOs understand where and how value is being gained or lost, which makes budgeting discussions much more productive. Marketing is in the midst of an ROI revolution.

CFO 12

Invest in Proprietary Data for Competitive Advantage

Harvard Business Review

Data promises a lot of new value, from insights that lead to better-targeted advertising, to ideas for new products, to "this changes everything" discoveries — the "expensive" half of Brand's observations. Only you have the specific transaction, "John Smith bought peas, bread, and grape nehi at 9:27 AM on March 11, 2013," and the tens of thousands like it each day! Retailers, such as Amazon, Kroger, and Target, use this data to tailor their advertising for John Smith.

CMOs, Build a Relationship with Your CFOs

Harvard Business Review

Once upon a time, marketers would often quote the old saw attributed to merchant-magnate John Wanamaker: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." But CMOs are now exploiting real-time data and insight into advertising performance, and driving measurable business growth. Also keep in mind that CFOs generally want incremental operating margin, not just incremental revenue. CMOs and CFOs don't always see eye-to-eye.