SEO takes considerable effort—you need to know the right tricks to get seen, clicked and mentioned. Here are eight absolute SEO must dos to include in your marketing strategy. Continue reading “8 Seo must dos for marketing success”
Tag: marketing
The Secrets of High-Performing Online Content
Good content is one thing, but great online content is another. Continue reading “The Secrets of High-Performing Online Content”
Considering a social media management platform? Compare 18 leading vendors
Need help with social media management? Learn what to look for. Continue reading “Considering a social media management platform? Compare 18 leading vendors”
How the C-suite benefits from a strategic marketing operations function
Need ammunition to win budget and staffing for a strategic marketing operations team? Contributor Debbie Qaqish offers a long list of benefits. Continue reading “How the C-suite benefits from a strategic marketing operations function”
The 7 Habits Of Highly Effective Transformation Leaders
Ten years ago, businesses were racing to understand and capitalize on concepts such as data mining, search technology, and virtual collaboration. Continue reading “The 7 Habits Of Highly Effective Transformation Leaders”
Six Rules For Innovative Storytelling
Consumers are bombarded with content all day long. But what sets successful content marketing apart is the thoughtful and meaningful content that actually makes up the storyline.
GDPR: Two big benefits advertisers can expect in 2018
This year, GDPR will go into effect. With that comes new rules surrounding digital data collection — specifically, data from consumers.
Continue reading “GDPR: Two big benefits advertisers can expect in 2018”
All about value props: How customer and competitive research should shape your marketing
Columnist Sam Welch suggests five questions you should be asking yourself when developing your messaging to customers and prospects. Continue reading “All about value props: How customer and competitive research should shape your marketing”
The Importance of Diversity in Marketing Strategy
One thing missing from the brand strategy process in many companies today is diversity of talent.
One thing missing from the brand strategy process in many companies today is diversity of talent. Not just diversity in race and gender but also diversity in experience, background, vocation and experience, background, vocation and even age.
A simple example would be the recent brand fail by Doritos with their “ladies chip”, or H&M with their “jungle” kids’ t-shirts. If there had been more diversity among their marketing strategists, perhaps there would have been more debate and discussion among internal creative teams, and these sorts of campaigns would never have been approved in the first place.
Most marketing and communications strategies are created in a very similar way. A team of trained marketing strategists sit around a table for a few weeks, do their research and then work within a strategic framework, based on what they think will have the most impact in terms of the client’s goals. These goals may be telling a story, communicating the brand’s values or encouraging a specific action from their target audience, among others.
The traditional strategic planning approach to marketing campaigns we often see around the world is a clear example of why this isn’t working. Consider financial services marketing almost anywhere around the glob: Remove the logos and colors in various advertising campaigns, and you find the messaging is all extremely similar. This shows that the strategic planning approach to all of these brands, even though they come from different marketing agencies, are all very similar.
Diversity can mean many things, from gender to race to age to experience or background. All these types of diversity have been proven to make teams more creative, but it’s worth noting that deep-level diversity is one of the most powerful. This term, mentioned in an article by the Harvard Business Review, refers to diversity of personality, values and abilities.
So how do you get people with different skills, characters and personalities around that table? At our firm, we bring together participants with deep diversity (example: an anthropologist, an architect, an engineer and a marketing strategist) instead of a team made entirely of marketing strategists. The way that the anthropologist looks at a customer problem is totally different from the viewpoint of the engineer, and so on. Deep diversity in input drives a more robust and pure output.
Source: Chief Marketer
Emerging Technologies That Will Transform Experiences
We’re all aware of the immense impact that technology has had on the ways in which consumers interact with brands.
Continue reading “Emerging Technologies That Will Transform Experiences”