Marketing Magazine, December/January 2006
With 2005 drawing to a close, Marketing Magazine chats to marketing industry figures about the year that was and what’s coming up in 2006. Orbis CEO and Co-Founder Grant Halloran provides his insights in the field of 'Marketing Technology'.
Article Summary
Amongst Orbis’ large client base of marketers we are seeing an increasing drive for marketing departments to become leaner, more flexible and agile in the way they execute, and to improve linkage between disparate systems, information and people. In 2006, I believe there will be a continuation of the implementation of the ‘marketing efficiency technologies seen in 2005.
The major areas covered will be company-wide information sharing; better capacity planning and management of marketing resources; high-visibility marketing directorship; clear value identification of workflow automation; improved cost control and alignment with financialsystems and simplicity of implementing adequate ROMI modeling techniques.
Initiatives in these areas are already saving some companies thousands of hours and millions of dollars every year. Through 2003 to early 2005 the majority of these initiatives have been driven by innovators and early adopters. In the past six months however, traditional ‘majority adopters’ (even as low as 10-25 users) have begun to implement marketing efficiency solutions and I see this trend continuing strongly through 2006.
For a full copy of the "2006 - The Year Ahead" article, please email info@orbisglobal.com