Marketing Dividends – Is it Time to Re-evaluate Digital?

The promise of digital targeting has had marketers salivating for years. We would be able to identify, reach, engage and convert consumers one-to-one at scale thanks to technology. Better yet, with mobile devices, we could bring an offer to a consumer who was physically close to our retail outlet thanks to big data, mapping and location services. Accordingly,...

Sleeping Giants Take on Fake News and Brands – Is Your Brand Ready?

We have all heard about the vast network of fake news sites that spread disinformation during the recent US Presidential Campaign. These sites use the same clickbait strategies that propelled sites like Upworthy to the top of the digital media scrapheap – inflammatory headlines, sensationalist stories and catchy hooks that tempt you to click just once...

The best marketing investment you’ll make all year

In conversation after conversation with marketing directors and CMOs I keep reaching the same conclusion: our efforts at skill building are woefully inadequate to keep up with the pace of customer change. There are two factors at play here: Senior marketers remain risk averse so pursue conservative strategies Junior marketers willing to work with and adapt new...

The Top 5 Marketing Technology Categories in 2016

Each year, Scott Brinker goes through the laborious process of identifying and categorising thousands of technologies for his Marketing Technology Landscape supergraphic. As in past years, there are hundreds of new entrants – this year there are 3874 solutions identified on a single page. This means, for the marketing technologist (and that really means...

For Many B2B Marketers, It’s Time to Set the Foundations

For all the how-to guides, blog posts on best practices, tips and tricks, there is a simple reality to modern marketing that we often overlook. In our rush to use the technology, spend our budget and brief our agencies, we forget that good marketing is established on firm foundations. A recent study by B2B International found that the top business challenges...