For marketers who walk the walk
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.
“This isn’t homework boy this is someone else’s work!”
“Yes sir”
“You haven’t even bothered to copy it out, you’ve just sent me a link to it!”
“You don’t have to know anything these days sir, you just link to someone who does and take the credit. It’s called content curation.”
1 comment | Full storyVideo – making it relevant
Big brands are realising that with so much web noise and the sheer amount of marketing material hitting their customers online and through social media, they need to find ways to make their communications meaningful and targeted. ‘Relevance’ is key for 2012.
1 comment | Full storyThere’s no substitute for a great sales letter…
I can think of numerous occasions over the years when a client has asked “Do you think we should do a proper, glossy mail piece or shall we just send a letter?”. My response is always the same. I simply reverse the question, “Should we send a really powerful and persuasive sales letter or shall we just send a glossy mail piece?” In my experience no hierarchy exists amongst the various direct mail mediums. And, if it did, the sales letter would not be subordinate to the printed mail piece – it would be superior. As the direct mail guru, John Fraser-Robinson asserted, “Letters are undoubtedly, undisputedly and consistently the single strongest weapon in the creative armoury,” and I couldn’t agree with him more.
0 comments | Full storyYou’re not the customer
And you’re not likely to be the prospect either. In many ways, I always think that this is one of the toughest things we have to appreciate. Almost always whatever we’re promoting or selling we’ll be targeting it at someone different from ourselves.
0 comments | Full storyB2B Marketing Skills: which ones do you need?
Last week at the IDM B2B Marketing Conference I was part of a panel, tasked with discussing the key skills and knowledge that a B2B marketer will need for the future. The starting point and the backdrop for the whole event (which also unveiled the IDM’s new name and branding) was that B2B marketing today is more complex than ever before. Technology has changed how customers research and buy, and the range of tools and channels that a B2B marketers has at their disposal. So what knowledge and skills are required by today’s and tomorrow’s marketer?
2 comments | Full storyWhat’s in a name?
Quite a lot, we feel. Which is why last week we were pleased, and not a little proud, to reveal our new livery, new brand identity – and yes, new name: the Institute of Direct and Digital Marketing. The profession’s reaction so far has been overwhelmingly positive. You love the colours, you think the fresher, more contemporary look is exactly what’s needed to take us forward. But we’re being asked by many: what’s the story?
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In this new mobile, social and collaborative world, nearly everyone carries a SmartPhone or tablet. With several people carrying more than one mobile device, we now have a UK average of 1.33 devices per person! According to a US report, 26% of adults read the news on their mobile device and 75% contribute to, comment on, or forward news stories. The shift is relatively recent and marketers need to quickly adapt their programs to be mobile and socially effective.
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