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  • Elevating the Voice ...
    At SAP it’s a pleasure to work with an incredible group of customers, partners, and stakeholders....
  • Using Mobile Marketi...
    Using Mobile Marketing Correctly Jonathan Becher, Chief Marketing Officer, SAP Julie Roehm, Chief Storyteller...
  • Job interview blunde...
    From failure to do one’s homework to neglecting to brush one’s teeth, these blunders are...
  • Toyota’s Femal...
    “Oh what a feeling!” — Toyota’s old corporate advertising theme — must...
  • Mamas, Don’t L...
    Marketing powerhouse Julie Roehm arrived at Bentonville, Arkansas with the 21st century equivalent of...
  • “The Next War ...
    I was recently reading an interview with Alan Wurtzel (Alan Wurtzel is the research chief at NBC Universal...
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Using Mobile Marketing Correctly

Using Mobile Marketing Correctly Jonathan Becher, Chief Marketing Officer, SAP Julie Roehm, Chief Storyteller and Senior Vice President, Marketing, SAP The number one mistake marketers make is to develop a standalone strategy for marketing on mobile devices as opposed to creating a campaign with a clear goal and then using multiple channels to achieve it. For example, is the goal brand awareness or purchase consideration? Is the goal to net new leads or increase pipeline acceleration? A campaign that is conducted solely through mobile strategy might create some awareness, but it is unlikely to...

Elevating the Voice of the Consumer in the B2B World

At SAP it’s a pleasure to work with an incredible group of customers, partners, and stakeholders.  Every customer is different and has a story, a history, and a unique perspective. I have been listening to some of these stories, and want to share a recent presentation the goes into the details on how brands can listen to, learn from, and grow with the stories of their users. Some of the key points: -Through the ages, technology and media, whether stone or the sound of our voice or pixels on a screen, has dramatically influenced the way we communicate and tell stories -Today, with digital...

Job interview blunders to avoid at all costs

From failure to do one’s homework to neglecting to brush one’s teeth, these blunders are as appalling as they are amusing. How many have you seen or—God forbid—committed? Some of you might remember the quote from the movie “Top Gun” in which Goose says to Maverick, “We regret to inform you that your sons are dead, because they were stupid.” I couldn’t help but think about that line as I was writing this article: “We regret to inform you that you are not hired—because you are stupid.” The genesis of this article came from a piece I wrote...

Telling the story

Part 1 of 3 Julie Roehm, senior vice president of marketing and “chief storyteller” is new to SAP. She is helping the company change the way it talks, using digital media to communicate internally and externally. Also new at SAP is Roehm’s team, Customer Central. “The opportunity we see with this position and team is to be the proof point for SAP’s work,” Roehm says. “We want to be the megaphone for the voice of the customers, relating their stories and describing how SAP helps them and their customers operate more efficiently. We tell these stories through the customers’ eyes.” The...

Jumping the Shark..in a GOOD Way

I love this time of the year. The kids go back to school, (yeah!), the deepest heat of the summer subsides and as a last hoorah, I watch Shark Week with my family. We love it, always have. Clearly, we are not alone. This graph is from Ad Age and shows the successive increase in viewership for Shark Week over the past decade. To put these numbers into perspective, the Olympics closing ceremony had just over 31 million viewers. Pretty good for a cable network running shows about sharks. As Ad Age reports, they have built this franchise over the years by having celebrity hosts like Peter Benchley....

How to make a splash at your new job

I love my new job, and I love my new title. I am the “chief storyteller” for SAP. My official title is senior vice president marketing, customer central, SAP, “chief storyteller,” but the chief storyteller part is what I find the most fun. I can’t take credit for the name, as that was given to me by one of our co-CEOs. But the point in his mind, I think, was that B2B companies have great stories to tell, especially SAP. In this digital age where information is overwhelming, breaking through the clutter and differentiating are essential and often overly complicated...

Digital killed the Radio/TV/Print Star?

For those of you under 30 years old, this headline might not make sense. To catch you up, I have copied the Wikipedia post on “Video Killed the Radio Star” – the song which is the inspiration for this blog. “”Video Killed the Radio Star” is a song by the British synthpop/New Wave group The Buggles, released as their debut single on 7 September 1979, on Island Records from their debut album The Age of Plastic.[1] It celebrates the golden days of radio, describing a singer whose career is cut short bytelevision. The song topped the music chart in several...

Are you a Dragon?

January 23, 2012 marks the Chinese New Year which this year is symbolized by the Dragon. According to infoplease.com, “Legend has it that in ancient times, Buddha asked all the animals to meet him on Chinese New Year. Twelve came, and Buddha named a year after each one. He announced that the people born in each animal’s year would have some of that animal’s personality. Those born in dragon years are innovative, brave, and passionate.” I happen to be a Dog.Pause for the jokes…ok, we all can’t be Dragon’s but this year we can act like one. I believe that...

Best and Worst Holiday Ads of 2011

So far, it is obvious that the Ad Men have been busy this holiday season. Some have been nice and some naughty but in general, it is a pretty unoriginal year for holiday ads. Below are a smattering of some of the best, worst and the one that I would say is the most shocking of them all. Most Cliched: Tommy Hilfiger – House Par-Tay http://www.youtube.com/watch?v=NyyI3WtKMO8 I like watching half naked, sculpted men dancing around as much as the next girl, but seriously? This is the best they could do for the Holidays? The dog at the end is the real savior of this ad…make it stop! Most...

5 BEST GADGETS OF 2011 – AND A WISH LIST FOR MORE:)

It is that time of year again – the “Best of” list time of year, that is. I have read a few and have now made my own list and because it is almost Christmas, I thought I might ask Santa to maybe rush forward some inventions that might be on the way. Item 1: Microsoft Kinect for XBOX 360: Yeah, yeah, I know this came out last holiday season but its full impact was not known to me until 2011. This fantastic invention has allowed me to spend some quality time with my kids on games that I actually enjoy. Call me old or whatever, but I CANNOT get into Modern Warfare 3. I CAN however...
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