You know the theory. Now here's the practice. If you want opinions you can trust, advice you can use and real-world experience to learn from, then there's no better collection of marketing experts than here.
Too few companies have a Customer Strategy, let alone a CustomerInsight (CI) Strategy. At least, that’s my experience.
In fact many business strategies that I’ve seen, which seek to pepper their presentation with customer language, if you look closer are really channel strategies or product strategies – reflecting the current silos in that business.0 comments | Full story
January was a quiet month for changes on the main digital platforms. The main development to be aware of from January is that Facebook changed its newsfeed to filter out ‘promotional posts’. The following post reviews trends in marketing technology and techniques across 5 key areas of managing digital marketing.0 comments | Full story
“Customer insight” is one of those terms in the marketing lexicon which is particularly vulnerable to multiple interpretations or mis-interpretation. Akin to “proposition” (or marketing mix) which some marketers treat as if it means product, whilst others use as another word for promotion, customer insight is in danger of meaning all things to all men. In this extract from Holistic customer insight as an engine of growth in the current issue of the IDM Journal, I look at the four essential elements required for true customer insight.0 comments | Full story
I’ve just finished reading an article in Marketing Magazine entitled “Is the talent shortage in the marketing industry a myth?” It presents views from three senior professionals who believe that yes, it is a myth and three who think it isn’t. I came away confused – and frankly, irritated by the way the argument sits on the fence.0 comments | Full story
There were three major digital marketing platform developments to be aware of in November – these are the changes to the Facebook newsfeed and Twitter tools covered below in our social media section and Google introduced mobile SEO-friendly site labels as featured in the SEO and content marketing section.0 comments | Full story
As the role of the marketer increasingly moves towards a digital focus, brands are becoming more digital in their nature. In a recent survey conducted by Adobe, we found that digital skills are now central to nearly all UK marketing roles, with 92% of marketers (including 99 per cent of the C-level) stating the importance of digital skills.0 comments | Full story
A dual market exists for training – digital marketers who need to grasp the full breadth of both online and offline activity, and conventional marketers who need to skill-up for the digital realm. What are the differing needs of these groups and how well are existing training resources meeting them?1 comment | Full story
The B2B modules of the IDM Postgraduate Diplomas with B2B revealed some pretty hot tips this autumn – straight from the mouths (well, keyboards) of the IDM B2B Marketing Council. Sharp and succinct; inspiring and exacting, all are priceless words of wisdom that every B2B marketer should heed.0 comments | Full story
In August the two most significant developments for me were the updates to the Facebook and Google algorithm – check these alerts out in the sections on search and social media marketing below. There’s also a new analytics tool available from Twitter. Here’s a summary of the latest developments in digital marketing.0 comments | Full story
So my last blog in June was all about the myth that email marketing is dead. It’s a myth I’ll never stop trying to explode. Email is NOT dying. It’s very much alive and getting great results for businesses who use it well. But if we’re not careful, we’re in severe danger of killing it.1 comment | Full story