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“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.

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Five digital marketing and technology predictions for 2015

Jan 13, 2015 | By Vicki Cole M IDM | Marketing Manager | Crafted

A new year calls for a new set of digital marketing predictions. Here are five of mine for 2015 in which I try to give a detailed view not only of the what, but also the why and the what-this-means.

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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.

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10 Digital, Social and Technology Trends for 2015

Jan 06, 2015 | By Zoe Sands Dip DigM | Head of Digital EMEA | Juniper Networks

Yes it’s that time of year again. Time for my annual review of what’s happened in the past 12 months and a look ahead at the trends I can see starting to emerge for the coming year. So here are my top ten trends that I think will shape digital marketing in 2015. Happy new year!

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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.

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Marketing skills & the rise of the “Generalist”

Nov 21, 2014 | By John Watton | Director, Digital Marketing EMEA | Adobe

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.

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Social trends – why they are important… and why they are not

Nov 13, 2014 | By Joe Edwards F IDM | Digital & Social Director | MOI

As marketing people, there are two things we can’t help doing: making up new words (gamification, omnichannel, native advertising…) and jumping on the latest trends. We’ve always loved shiny new things – but while trends are important, we should never forget there are some fundamentals we will always need to get right…

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How to build digital skills

Oct 15, 2014 | By Professor Merlin Stone Hon F IDM | Consultant & Trainer | Merlin Stone Consulting

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?

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With the proliferation of customer touchpoints across Paid, Owned and Earned media, providing a seamless customer experience is now a major concern for marketers, particularly for larger organisations…

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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.

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Dmexco : the best bits

Sep 25, 2014 | By John Watton | Director, Digital Marketing EMEA | Adobe

I was lucky enough to spend two days at the dmexco event in Cologne earlier in the month. With hundreds of speakers and thousands of visitors. its difficult to boil that down to a few highlights, but here’s my attempt at six.

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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.

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Email marketing is not dying, but we are killing it

Jul 31, 2014 | By Steve Kemish F IDM | Founder & Managing Director | Blue Lateral

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.

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The B2B Barometer explores economic confidence and spending patterns amongst B2B marketers.  Launched 5 years ago in 2009 and now representing the view of B2B marketers with a collective spend of £95 million, it is the industry’s state-of-the-nation study.  I’d like to share a few of the study’s key findings here.

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5 Tips to becoming a Social Enterprise

Jul 24, 2014 | By Zoe Sands Dip DigM | Head of Digital EMEA | Juniper Networks

I truly believe that any organisation can become a social enterprise; it is very much down to organisational culture and the attitude of employees. Firstly, the organisation must be open to change and adopting new practices, processes and tools and secondly employees must be willing to embrace change and these new ways of doing business.

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