Why the next big thing in marketing is...simplicity (part two)

(c)iStock.com/TimArbaev

Editor’s note: The first part of this two-part article, available here, explained the concept of ConOps – the concept of operations – in a marketing communications program to communicate the quantitative and qualitative system characteristics of the effort to the brand, as well as prospects, clients, and customers. This piece expands on the need to keep marketing efforts simple with various...

By Thaddeus Kubis, 19 January 2017, 0 comments. Categories: Advertising, Best Practice, Social Media Marketing.

The 10 things you need to ask for in a marketing automation demo

(c)iStock.com/tioloco

Marketing budgets continued to rise in 2016, advancing to 12% of company revenue, on average, according to Gartner. This ongoing investment in the profession has left the majority of marketers optimistic about the year ahead. However, with increased spending power comes heightened scrutiny from those holding the purse strings, and an even greater focus on ROI.

So, whether...

By Adam Oldfield, 18 January 2017, 0 comments. Categories: Automation, Best Practice, Email marketing.

A full board issue: How should CMOs get a grip on information security?

(c)iStock.com/thorbjorn66

Huge quantities of data pass through the marketing department. While collaborating with colleagues, ad agencies, agency partners and marketing tech providers, marketers are often required to share confidential information, from strategic presentations to brand images. As flexible working explodes and marketers handle major campaigns from both the office and home, we need to consider how this information is being shared and controlled over time.

Consumer grade platforms such as...

By Jay Muelhoefer, 17 January 2017, 0 comments. Categories: Best Practice, Data-driven marketing, Personalised Marketing.

Why the next big thing in marketing is...simplicity

(c)iStock.com/DNY59

Editor's note: This is the first of a two-part article on ‘simplicity’ in marketing: the second piece will appear on MarketingTech later this month.

Opinion A question to kick off 2017: have you ever thought how complex marketing has become?

I think about that all the time and attempt to relay to my client base that simple is better. I also emphasize a few of the fundamentals of marketing that need to be followed when developing a marketing communications plan. A tenet that I follow,...

By Thaddeus Kubis, 10 January 2017, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing.

Act now to benefit from a programmatic future

Programmatic is marketing’s biggest buzzword. It’s been discussed and rehashed time and time again; covered by every half respectable marketing publication, blog, and social media page trying to stay relevant. On the one hand, this coverage is warranted because programmatic represents the next big industry shift in communicating with customers. However, it has also brought on a sense of confusion with an underlying tone that programmatic is a complex approach for marketers of the future. The...

By Mark Ash, 09 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic.

Five things marketing team leaders need to know

(c)iStock/imtmphoto

There’s a big difference between simply being a boss verses being a leader – good leadership has the power to energise, engage and motivate staff to go the extra mile.

In this article, we’ll look at five key things that every good marketing team leader needs in order to fulfil the role.

Think strategically and learn to self-critique

One of the most important parts of leading a marketing team is the ability...

By Ana Barco, 22 December 2016, 0 comments. Categories: Best Practice.

Why marketing firms need to connect differently with job-seeking millennials

(c)iStock/BartekSzewczyk

The days of relying on the 30-day post to find best-fit new young marketing talent are numbered. It might do the job, but it’s less likely to attract contenders with matching values, for whom a sense of purpose and company culture is getting more important than the role itself.

For firms without big budgets, finding another way to connect with, inspire and engage millennials all year round is becoming a priority. New jobs are emerging all the time, and when they do emerge,...

By Duncan Cheatle, 22 December 2016, 0 comments. Categories: Best Practice.

Building an integrated customer engagement strategy

There is always talk of brands being almost blind to the opportunities that their customers pose through their habits. This is reinforced by increasing demand from customers for personalised and flexible modes of engagement.

The rapid rise of millennial purchasers has left brands constantly rethinking their marketing strategies. It is clear that the consumer base has become far more varied and unpredictable.

Thus brands need to find a way to integrate the customer experience into every step of their...

By Massimo Fubini, 22 December 2016, 1 comment. Categories: Best Practice.

GDPR: Opt in for a head start on the 2018 data law change

(c)iStock/Rawpixel

The UK currently operates under the Data Protection Directive, which allows a “soft” opt-in approach. Under the current rules, data collected from communication with customers, tradeshow meets, business card exchanges, a checkbox for signing up to communications from a company, all count as a soft opt-in, allowing organisations to market to this data.

With the arrival of

By Lee Chadwick, 19 December 2016, 0 comments. Categories: Best Practice, Mobile Marketing.

Marketers: What digital investments you need to make next year

(c)iStock/robynmac

Tech giants such as Uber have expanded their offering with the launch of UberEats, and some famously online-only brands have made a U-turn and set up physical stores, take Amazon opening bookstores for example.

The business transformations these brands have undergone this year should make marketers question what is right for their own company’s strategy. Should they be experimenting with new technologies?

Are there new markets that they should be considering? Many may even be...

By Stephen Morgan, 16 December 2016, 0 comments. Categories: Best Practice.

How marketers can harness the zero moment of truth with design thinking

(c)iStock/Portra

Many tech companies are immersed in an invention culture: Build it and they will come.

A new business initiative group at a technology Fortune 100 used this mindset to develop a clever idea for an app store marketplace. The tool would compile robust automation software for energy co-ops.

Information and software would be available at the swipe of a thumb. It was a unique concept that would dramatically simplify the sales process for both business and consumer.

Moments of Truth

This group was chasing...

By Dwayne King, 16 December 2016, 0 comments. Categories: Advertising, Best Practice.

Why marketers need to understand behavioural economics

We all like to think that we are rational human beings. However, ironically, science has proven that we are not – we are all much less rational and much more unpredictable than we think.

As science fiction author Robert A. Heinlein once said: “man is not a rational animal; he is a rationalising animal.” In other words, we always try and explain our behaviour without knowing why we did it.

This unpredictability is what makes understanding the consumer psyche so important to marketers.

This...

By Claire Walker, 02 December 2016, 0 comments. Categories: Best Practice.

Is there really a skills gap in digital marketing?

(c)iStock/skynesher

The UK Digital Skills Gap remains a blistering topic, this crisis affects organisations across all sectors – no one is safe, including marketing, and yet many sectors are unconscious to the issue, because these ‘digital skills’ sometimes come in the shape of periphery tactics, such as website monitoring, CRM management and search knowledge.

Despite people thinking that digital marketing would be the industry that remedied this skills gap a long time ago, sadly figures show that...

By Michael O' Flynn, 01 December 2016, 3 comments. Categories: Best Practice.

The traditional industry event: What’s its role in the modern customer journey?

(c)iStock/Rawpixel

At Salesforce our mission is all about driving the success of our customers. As a B2B company it’s something we can all easily identify with. And it’s very clear how to do this with products and services. However, as a marketer it’s not always so obvious.

For me, I think one way that marketing can help drive our customers’ success is by enabling a journey that provides truly valuable insights.

Valuable in terms of helping them engage with their own customers more...

By Guillaume Roques, 29 November 2016, 1 comment. Categories: Best Practice.

Five practical use cases for dynamic predictive marketing

(c)iStock/mediaphotos

The use of predictive analytics has increased steadily over the past few years as marketers see the value in investing in this trend.

A study by Forrester Consulting reported that predictive marketers are 2.9x more likely to report revenue rate at a higher than industry average. These marketers are also 2.1x more likely to hold a commanding leadership position and 1.8x more likely to exceed...

By Pauline Brown, 29 November 2016, 0 comments. Categories: Automation, Best Practice, Big Data.

What is mystery shopping and how can you measure it?

(c)iStock/nicoletaionescu

New data-driven insights and management tools have transformed our understanding of the power of delivering exceptional customer experience (CX). In fact, customer experience is now gaining the recognition it has long deserved as a key tool for differentiation and driving growth.

Mystery shopping programmes have enjoyed increasing popularity in the UK with total annual spend now surpassing £1.1bn. 

Used by retailers and marketers alike, mystery shopping programmes offer...

By Dr Cheryl Flink, 24 November 2016, 0 comments. Categories: Best Practice.

Dating apps: Are marketers missing an opportunity?

(c)iStock/PJPhoto69

Dating applications have become a key part of the technology ecosystem. Online dating was previously restricted to a core set of internet users, developed and incubated at a similar pace to social media, however, it is quickly presenting a unique opportunity for marketers.

Sometimes the dating sector is painted with the same brush as the more risque adult entertainment industry, however, this has in some ways actually made it more interesting for traditional marketers to...

By Jenny Gonzalez, 24 November 2016, 0 comments. Categories: Best Practice, Personalised Marketing.

Why you need to stop pitting marketing against IT

(c)iStock/PeopleImages

Working in marketing can feel like a never-ending cycle of demand, response and measurement. All the while, customer expectations shift to match trending market technologies—only to morph again seemingly without notice.

Marketers must now justify our value by showcasing successful results each and every day, while still crafting strategies to confront the latest complexity: digital transformation.

But doing so takes a healthy dose of collaboration from allies in the IT department,...

By Melissa Puls, 21 November 2016, 0 comments. Categories: Best Practice.

Do you need a Black Friday marketing campaign?

(c)IR-Stone 

With the surging popularity of Black Friday and Cyber Monday in recent years, it would be a mistake not to consider whether or not it’s worth your business pursuing a specialised marketing campaign.

No increase in demand

One of the primary concerns that many retailers have with running Black Friday campaigns is that there is no overall increase in demand.

The gains made in November are cancelled out by drop offs in December, as customers have already bought their Christmas presents...

By Ben Garry, 21 November 2016, 0 comments. Categories: Best Practice.

Retailers: Why you need to jump on the retail tech bandwagon

(c)iStock/Eva Katalin Kondoro

Retailers are predicting challenging times in the wake of Brexit, but despite this uncertainty, shoppers are continuing to enjoy a fourth year of falling retail prices as intense competition for customers drives prices down.  

So what do retailers need to do to navigate this landscape over the next few months (or years) and ensure their brand...

By Giulio Montemagno, 17 November 2016, 0 comments. Categories: Best Practice.