|
|
Like this article? PLEASE +1 it! |  |
|
Increased Marketing Efficiency Can Be Delivered Through Regular Process Benchmarking
| Guest post by: Darren Woolley |
Article Overview: With the increasing fragmentation of media and communications channels and the diversity of audiences the number and types of processes engaged as a part of marketing communication has multiplied yet often the performance efficiency of these processes is left largely unchecked and without regular process benchmarking.
 |
Free Download - The Important Distinctions Between Relationship, Collaboration and Performance Benchmarking By Darren Woolley |
Increased Marketing Efficiency Can Be Delivered Through Regular Process Benchmarking
With the increasing
fragmentation of media and communications channels and the diversity of
audiences the number and types of processes engaged as a part of marketing communication
has multiplied.
The increasing number
of stakeholders involved in these processes exacerbates this complexity in
process further. Yet often the performance efficiency of these processes is
left largely unchecked and without regular process benchmarking.
Marketing processes
can be distinguished into two groups:
i.
internal marketing
processes within the organization.
ii.
external marketing
processes which engage external suppliers in the marketing process.
Our experience has
been that the external processes are more convenient to benchmark and the
results are more significant for the organization as invariably this involves a
financial transaction and the benefit of the benchmarking process can be
calculated in reduced costs as well as reduced speed to market and other
important factors.
The corollary to this
is that often the process benchmarking at the interface between the internal
marketing function and their external suppliers will often identify process
inefficiencies within the marketing team as these inefficiencies in process
directly impact the way the external suppliers are engaged in the process in a
less than optimal manner.
Marketing process
benchmarking can involve the full range of services engaged with external
suppliers such as:
i.
Market research
ii.
Strategy development
iii.
Channel planning
iv.
Media strategy and
planning
v.
Creative concepts
vi.
Production –
electronic, digital, print etc
vii.
Sale promotion
viii.
Direct marketing
including eDM, direct mail
ix.
Loyalty marketing
x.
Public relations
including media and stakeholder relations
xi.
Social network and
media
xii.
Sales and retail
activation or shopper marketing
The important
consideration is to clearly define the process that is to be benchmarked and
where possible isolate the process with an understanding of the key initiating
points and the desired outputs. By way of example, lets use the production of a
television commercial. The initiating point is the brief from the marketing
team to the agency. It is no point benchmarking the process without starting at
this initiating point as parameters and criteria are set here which impact on
the efficiency of the outputs usually being a television commercial defined in
duration, budget and message objectives.
Secondly it is
important to identify the various stakeholder groups both internally and
externally and in this case we have the marketing team and their internal
stakeholders. Externally there is the creative agency who conceptualized the
commercial, the media agency responsible for planning and buying the media, the
production house or film company commissioned to produce the commercial and the
various companies they will engage in the production process.
Finally you must
clearly define the criteria on which you will benchmark the process. This
usually falls into one or more of quality of output, cost of output or time of
delivery to market.
A discipline of
regularly process benchmarking the many processes within the marketing function
can identify opportunities for increased efficiency and lead to more effective
marketing outputs and results.
Do's & Don'ts of BenchMarking
The Importance of Strategic Marketing Consulting in Marketing Vendor Management
The Important Distinctions Between Relationship, Collaboration and Performance Benchmarking
Why Benchmark?
What is an Efficiency Expert? Part 1
How to be More Effective Selecting Sales Candidates
Benchmarking (Part 2)
Organizational Measurement and Feedback Pathways and Pitfalls (Part Two)
5 Easy Ways To Improve Your Work Efficiency
Marketing Dashboard Best Practices
How can software for email marketing increase delivery rates?
From Ichiban to Kaizen
Basic Benchmarks for World Class Businesses
5 Ways Through Which Virtual Services Can Help You Engage And Retain More Customers
6 Wrong Ways To Use Attorney Software To Benchmark Law Firm Performance
A Little Law applied in Lean Marketing
Measure your Marketing/Business Alignment
Why Hosted Exchange Makes Sense for Small Businesses
Learn How Small Law Firms Are Effectively Using Virtual Assistants
Top 5 Warning Signs Your Employees Are Looking For A New Job
Referred by: http://www.meetmikeandmidge.com/?t=mmevcarbio
|
About the Author: Darren Woolley RSS for Darren's articles - Visit Darren's website During his 15 years as a writer and Creative Director, Darren developed brand and business communication strategies for a broad range of organisations. He was Creative Director at J Walter Thompson and President of the Melbourne Art Directors' Club for two consecutive terms. In 2000, Darren founded TrinityP3, Asia Pacific's leading strategic marketing consulting company with an international network of more than 30 industry professionals helping people to achieve commercial purpose through creative process. What that means is he leverages his extensive knowledge of the marketing and advertising industry, to help advertisers achieve maximum value from their budget by providing cost benchmarks, industry best practice knowledge, training and independent third party advice on agency selection and remuneration, media planning and buying, digital, direct and interactive marketing, TV and print production and public relations. Now a decade on, TrinityP3 is at the leading edge of decision making in the marketing and advertising industry that spent over $200 billion in 2009 and their client base includes more than 50 of the world's top 100 advertisers, with offices in Hong Kong, Singapore, Sydney, Melbourne, London and Wellington. With his background as both scientist and Creative Director, Darren brings a unique sense of process combined with creative purpose to his work. He has regularly been named in Australia's AdNews Power 50: The Most Powerful People in Advertising since 2005 and is a regular industry commentator contributing to numerous trade magazines. Click here to visit Darren's website   Is Calling Yourself a Media Auditor Misleading and Deceptive Five Reasons Agency Compensation Should Not Be Relationship Based The Importance of Strategic Marketing Consulting in Marketing Vendor Management Increasing Marketing Supplier Performance Through Business Strategy Alignment Developing Agency Solutions to Increasingly Complex Marketing Requirements |
Related Forum Posts
Young Entrepreneur in International trading
- I’m 23. Owns an ice-cream company. Started the company when I was 20. Increased sales compared to previous owners with 50%. Are now looking for new opportunities to expand my business.
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic
- I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use.
Forum Marketing
Yahoo Answers (I need to use more of)
SEO (Search Engine Optimization)
Bum Marketing or Article marketing
P-P-C (Pay Per Click) Marketing
Online Directories
Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f
- Hi,
Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few,
great looking site btw Jeff,
take care,
Carol
Kevin's Case Study #11 - A New Forum Category?
- Hi Everyone,
2009 is a new year and I'd like to create a new forum category to jazz things up! In the past, there's been some interest voiced about adding a "Social Media Marketing", "Online Marketing", "Internet Marketing" or "Online Promotion" category.
I'll implement [u:1g2tv6tf]ONE[/u:1g2tv6tf] of those new categories, but can someone first tell me what the difference would be between the existing "Marketing" section and one of those new options mentioned above?
Thanks
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
by: 
How To Use Carbon Copy Pro As A Strategic Tool For Your Business
Best Automated Forex Trading Strategy
Build Your List with Joint Venture Giveaway Events
May 2012 Top 100 Social Media Experts to Follow on Twitter
What to measure to be phenomenally successful in business
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
How to Conduct a B2B Marketing Content Audit
Ten Ways to Make Blogging Work for Your Business
Top 5 Tips for Better Online Ads
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.