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

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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.

2017 marketing predictions you won't have read elsewhere

Marketers have been frantically planning for 2017 for weeks, if not months, so it may seem a little late in the year to be thinking about what the next 12 months could hold in store.

But even a day is a long time in marketing, and with trends, tech and consumer tastes constantly changing, there are still plenty of opportunities to do things bigger, better and more intelligently, when January comes around.

The challenge, it seems, is knowing which hints and tips to hone in on. Everyone has their marketing...

By Adam Oldfield, 12 December 2016, 0 comments. Categories: Advertising, Advertising Technology, Organic Search.

How to ensure leads don’t go cold this winter

Winter is a notoriously challenging period for marketers, for different reasons.

Yes, as we get closer to the Christmas holiday it can be a typically feel-good time for many people. But that doesn’t necessarily mean it is a time when they make business decisions and/or buy.

Why is that the case?

Whilst there are of course sector variations, B2B markets generally risk a lull in trade from November through to January.

Pre-Christmas, people often ease away from their ordinary working week as their diaries...

By Adam Oldfield, 17 November 2016, 0 comments. Categories: Best Practice.

How to optimise the deliverability of a new email campaign

Sending a new email campaign, can be nerve-wracking, not least because there are increasing pressures on marketers to engage, convert, drive sales and achieve ROI (return on investment).

How will the data behave? How many bounces will be incurred? How many emails will end up in junk? There are these – and many more – obstacles to navigate, before the marketer can even reach the recipient.

After that there are further quandaries – will the subject line capture their attention? Will they open...

By Adam Oldfield, 26 October 2016, 1 comment. Categories: Email marketing.

How to get more marketing tech budget from your MD

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Whilst we’re seeing more and more autonomy being passed to savvy marketing departments, there are still important conversations to be had with the board, at least annually, about budgets.

And these budgets are likely to come into even sharper focus as we look ahead to the next two years. When 2015 drew to a close, statistics showed marketing spend had increased from 10 to 11% of...

By Adam Oldfield, 19 September 2016, 0 comments. Categories: Best Practice.

Is it possible to reactivate a dead lead?

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With so much focus on ROI in the modern business environment, it’s understandable that marketers want to maximise conversion rates from every campaign.

Efforts to personalise communication journeys and effectively nurture prospects through the funnel have never been so great. So, it’s pretty disheartening when the time comes to face the cold hard fact that a promising lead has gone dead.

But can that lead be resuscitated? Is there a best practice process to ensure the line of...

By Adam Oldfield, 24 August 2016, 0 comments. Categories: CRM, Customer Experience.

How to measure ROI from multi-channel marketing

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It’s no doubt one of the most used acronyms in the world of marketing – ROI (return on investment).

Understandable, of course. After all, there’s little point undertaking an activity if it doesn’t pay for itself and reap results. It could also be argued that a focus on ROI will become increasingly pressing over the next couple of years, as marketers work to justify their every move in the wake of Brexit uncertainty.

However, measuring ROI isn’t always easy....

By Adam Oldfield, 25 July 2016, 0 comments. Categories: Personalised Marketing, Web Analytics.

How you can use SMS in modern marketing

With the ever-growing use of smartphones, brands would be foolish to overlook the role of SMS in a modern marketing strategy. But this form of marketing tech must form part of a holistic eCRM programme for its value to be truly realised.

The figures are changing all the time, with one staggering statistic being unveiled after another. But whichever headline you hone in on, there can be no disputing the importance of smartphones.

It is predicted that by 2017, for example, 4.77 billion people will have a mobile...

By Adam Oldfield, 27 June 2016, 1 comment. Categories: Personalised Marketing.

Will technology take my marketing job?

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With advances continue apace in the marketing technology industry, is there a danger that tech will progress to the point it can do the job of a savvy marketer?

In late 2015, employed individuals throughout the country began to question whether a ‘robot’ would steal their job. The panic transpired as a result of research conducted by Oxford University and Deloitte.

The key – and widely published – finding was that 35% of UK jobs are at high riskof computerisation...

By Adam Oldfield, 27 May 2016, 0 comments. Categories: Automation.

If you think you know all there is about email personalisation – think again

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On average, we are subjected to 5,000 marketing messages per day. It’s therefore no surprise that if you try to recall a promotional email that you received yesterday, you’ll struggle.

Research also estimates that a typical professional sends and receives 131 emails each day. Add to that the volume of social updates, SMS and IM conversations consumed during those waking hours and you’re faced with a vast amount of ‘noise’. Being heard is therefore paramount....

By Adam Oldfield, 07 April 2016, 0 comments. Categories: Customer Experience, Email marketing, Personalised Marketing.