The Leapfrog Marketing Institute is launching its second CMO research study to benchmark how marketing executives adapt to the ever-changing digital landscape to grow their business and examine what digital marketing services marketers buy and how.
The first CMO study was conducted in 2009, at a time when the digital landscape was about to experience a rapid change due to social, mobile and multi-channel integration. These will be among the primary themes that the study will explore, in addition to asking which internal and external factors are necessary to grow market share with today’s “always on” consumer. The study is a collaboration between the Leapfrog Marketing Institute, BrandApart (an independent marketing consultancy) and Stephen Hersh, adjunct lecturer in the Integrated Marketing Communications program at the Northwestern University Medill School of Journalism.
On Sunday, June 17, over 25 Leapfrog Online employees ran, walked, and volunteered at 2012’s Race Against Hate in Evanston. The event was as fun as it was inspiring, and Leapfrog Online was thrilled to take part in such an important symbol of unity and hope, both as active participants and as corporate sponsors.
This was the 13th year for the Ricky Byrdsong Memorial Race Against Hate, which was launched to honor the late Byrdsong and raise awareness about fighting all forms of hatred. Byrdsong, a former Northwestern University Basketball coach and VP at Aon Corporation, was killed in a hate crime in Skokie in 1999. The Race Against Hate sees thousands of people gather together every year to turn such a tragic event into a story of community pride and hope for the future.
Leapfrog Online was proud to be a part of this year’s event, and we look forward to participating in the Race Against Hate for years to come.
Starting today, June 14 at noon and continuing until tomorrow at noon, Leapfrog Online is opening up the doors for true ingenuity to take root at our first-ever Hackathon: A Day of Innovation.
We’ve built our company on continuous innovation, and this is our chance to take it a step further. Starting at noon, teams of Leapfrog Online employees will begin to put their big ideas into action with 24 hours of wireframes, project plans, mockups and coding. At noon on June 15, Hackathon judges will hear pitches from the teams, looking for the group that can deliver something new, different and game changing. Pitches that win one of the award categories will have the potential to become a real project for Leapfrog Online!
We’re excited to provide our own “Innovation Incubator” for our employees. At Leapfrog Online, we believe that when a company truly invests in its employees and offers opportunities for fleshing out ambitious projects, incredible things can happen. Revolutionary concepts come from everywhere across our organization, and we’re thrilled to see what our people put into action.
Leapfrog Online’s Cass Baker Talks Mobile Marketing with Crain’s Chicago Business
In the article, Cass explains how tablets are changing the mobile marketing game for Leapfrog’s telecommunications clients, as well as clients across our industry portfolio. “Tablets are emerging hard—we crossed the 25 percent mark in penetration within about 19 months of their introduction,” Cass explains. Because of the quick growth of tablet usage and, more importantly, the almost overnight shift of tablets from “shopping devices” to actual “purchasing devices,” many marketers didn’t make room in the budget for the now critical spend required for tablet optimization. “The marketing world,” states Baker, “is having a tough time catching up to the consumer movement.”
Part of adjusting to the tablet audience is adapting to new consumer trends, like tablet users becoming Sunday buyers. “Sundays, specifically, have always been shopping days but not necessarily buying days,” Cass says. “…Suddenly consumers are saying they want to buy on Sunday. If you’re not listening to that, you just blew it.” By investing in Sunday call centers, Leapfrog Online captured and sustained Sunday as the top tablet conversion day behind Monday for our clients.
As mobile marketing continues to change and evolve with new devices, being able to adapt and deliver a device-specific user experience is crucial to staying ahead of the curve. “…If you aren’t looking at the closed loop to understand how all the pieces of the consumer experience fit together, you’re missing a pivotal opportunity.” By finding key insights in mobile marketing and responding accordingly, Leapfrog Online has helped telecommunications clients like Time Warner see game-changing success in mobile sales.
Is your mobile solution providing device-specific insight?
Google’s Hangout On Air Hosts Leapfrog Online, Time Warner Cable for Mobile Search Strategy Session
Leapfrog Online was proud to join our client Time Warner Cable on the Think with Google Google+ page for a live Hangout on Air. We discussed how a well executed mobile search marketing campaign has helped Time Warner grow revenue from mobile marketing from 0 percent to 10 percent of total digital sales in just 3 months.
Joining Leapfrog Online EVP Cass Baker was host Andy Miller, Google’s Head of Global Mobile Search Sales and Strategy, and Rob Roy, Time Warner Cable’s VP and GM of e-Commerce and Interactive Marketing. The session focused on insights from Time Warner’s impressive success in earning new customers through mobile marketing and the company’s latest mobile success metrics. We also provided tips and strategies on implementing a winning mobile marketing campaign in the cable and telecommunications industries, shared how to best leverage click-to-call, and revealed Google’s latest info on mobile search marketing momentum.
2012 has already proved to be an explosive year in mobile, and we’re excited to continue helping cable and telecommunications clients—as well as clients from across our industry portfolio—take advantage of mobile marketing to directly impact sales growth and boost ROI.
Check out the video from the Hangout on Air and find out more about how to build a revenue-focused mobile marketing campaign below:
Mobile Marketing Case Studies
Time Warner: A recent Google case study highlights the value we brought to Time Warner’s bottom line through targeted mobile marketing. Enter the following information and the case study will be sent to you via email.
Leapfrog Online’s Helene Rosenblum Appointed to MMA Mobile Advisory Committee
The Mobile Marketing Association—a global non-profit trade association that works to promote, educate, measure, and guide the mobile marketing industry—has appointed Leapfrog Online’s VP of Media Helene Rosenblum to a special advisory committee to contribute valuable mobile insights.
The project is in coordination with Marketing Evolution, and the goal is to determine mobile’s impact and create a preliminary mobile value model. Helene and the rest of the advisory committee will contribute expert opinion on how advertisers think about mobile marketing, how it will evolve in the future, and how to gauge its effectiveness.
As we continue to see strategies driving sales with mobile marketing, Leapfrog Online is proud to help our clients find success in the mobile marketplace, closing the loop between sales and marketing. It’s clear that adapting to mobile in 2012 is an absolute necessity for brands. Staying ahead of the mobile curve means a mobile strategy that can be measured in hard numbers—a direct boost to ROI.
Leapfrog Online is proud to be a part of MMA’s Mobile Advisory Committee, and we look forward to helping MMA continue in its mission of mobile education and insight.
Spending Wisely Means Measuring Marketing Accurately
Measuring digital marketing efforts has never been more important, and while more data is available, finding the time necessary for analysis seems harder than ever. With so little focus on interpreting and applying analytic lessons, many marketers face the data overload challenge—how do you make sense of so much data?
“Metrics are rarely perfect,” says the article, “Yet the volume of data available today should make it possible to find metrics and analytic opportunities that take advantage of your unique insights, are understood and trusted by your top team, provide proof of progress, and lay a foundation for more sophisticated approaches to tracking marketing ROI in the future.”
We couldn’t agree more. Based on our work with leading brands across the telecommunications, automotive, home services, education, financial services, and CPG industries, we can take it one step further: It’s not enough to simply lay the groundwork for tracking future ROI. It’s about investing in the right methodologies, strategies, and programs that harness this data and drive proven, measurable revenue right now.
Without holding marketing efforts directly accountable for ROI, it’s very difficult to close the loop between sales and marketing. With increased pressure on CMOs and the explosion of data, tying digital marketing to revenue is both a true opportunity and an absolute must in 2012.
How are you using hard metrics to measure digital marketing this year?
Slow Adaptation to Mobile Leads to Fast Decline in Big Box Retail Sector
As many industries continue to shift mobile, those that don’t adapt quickly have been facing harsh realities. Best Buy knows this better than anyone. Though the big box store was dominant when customers had to physically travel to stores to view and purchase products, the retail world is quickly being reshaped as customers compare and make purchase decisions online. Even when consumers do want to experience the product in-person, smartphones let customers visit a retailer, scan barcodes, and instantly note cheaper online prices.
Of course, Best Buy is actually one of the last big box stores still standing. Circuit City, Borders, and others have been forced out of business largely because of an inability to adapt to the digital age, and Target and Wal-Mart are scrambling to adapt to an ever evolving marketplace and consumer expectation set in order to begin driving sales with mobile marketing.
The lesson? Adapting to mobile in 2012 isn’t an option; it’s an absolute necessity. Those that choose not to admit a deficiency or slowly come around to the need for a comprehensive mobile strategy are quickly being left in the dust.
Are you prepared to adapt to the changing mobile landscape?
“Chief Marketing Officer” is a title that often comes with a short lifespan, especially in the digital age. Statistics from Spencer Stuart state the average CMO tenure in 2010 was just 42 months, though that’s up from 35 months in 2009.
Digiday recently conducted its own study, and found the average tenure of a CMO to be 4.5 years. To find out why, Digiday spoke with executives from top companies in a variety of industries, including Leapfrog Online EVP Jason Wadler.
As Jason explains, the modern CMO has to understand the need for hard numbers in order to be a top performer. Soft metrics simply don’t cut it anymore, and smart CMOs are increasingly impatient with agencies or partners that can’t provide impact through sales growth.
“The more CMOs can align to key business needs and true financial metrics that matter to their CEO and board, the longer their tenure will be,” Jason tells Digiday. “Otherwise, if left to subjective measures, the unfortunate short-tenured CMO trend will continue.”
In the modern digital landscape, being a top CMO means being able to prove value in hard metrics—a boost to revenue and ROI.