The way customers shop and interact with brands has changed and the CDJ provides a practical framework for marketing to customers along this journey. Mark Meyerson on February 25, 2019 The traditional marketing funnel, starting wide at the top and narrowing down to purchase was appropriate in the past but has become outdated. The way … Continue reading Rethinking the marketing funnel with Consumer Decision Journeys
Bob Apollo — September 19, 2018 Follow @bobapollo — September 19, 2018 If you are in a role that tends to attract the attention of other vendors’ business development people, you’ve probably had them reaching out to you with varying degrees of competence. Maybe I’m just unlucky, or maybe I have a magnetic attraction for … Continue reading Is Your BDRs’ Outreach Pertinent or Impertinent?
William Harris — April 30, 2018 Follow @wmharris101 — April 30, 2018 Every ecommerce business owner wants to see their business grow and profits increase, but no one likes experiencing the growing pains that so often go hand-in-hand with scaling operations. In ecommerce, investing in multi-channel can help you quickly take your business to the … Continue reading 5 Common Multi-Channel Challenges and How to Overcome Them
Marketers Spending 20% More On Google by Laurie Sullivan @lauriesullivan, April 20, 2018 When Alphabet, Google’s parent company, reports first quarter earnings April 23, 2018, digital advertising agency Merkle estimates that Google Shopping will account for 60% of all Google paid search clicks for retailers. The platform now accounts for 60% of all Google paid … Continue reading Marketers Spending 20% More On Google
Should your marketing operations be centralized, or should field offices be autonomous? Contributor Debbie Qaqish explores the risks and benefits of different approaches. Debbie Qaqish on March 2, 2018 Marketing operations (MO) as a capability has exploded onto the scene because of fast-changing technology, the need for a more transparent, efficient, and accountable view … Continue reading The pros and cons of marketing operations as a corporate vs. field function
Contributors Jessica Fewless and Rob Leavitt outline three common approaches to Account-Based Marketing and discuss the advantages of moving to a personalized, blended strategy. Jessica Fewless on December 5, 2017 Note: This piece was co-authored with Rob Leavitt, senior vice president at ITSMA. In the past few years, Account-Based Marketing (ABM) has grown as … Continue reading The next wave of ABM: A blended approach (Part 1)
Naman Kapur — November 16, 2017 Follow @kapur_naman — November 16, 2017 Ever since online marketing began, emails were the most effective means of marketing channel until push notifications arrived and changed everything few years ago. But over these years, apps have become overcrowded and people get too many notifications on their devices to notice … Continue reading 5 Reasons Emails Will Dominate Marketing Channels in 2018
How do you reach common ground between brand and direct response campaigns? Columnist Alison Lohse says we need new metrics and more granular data to help bridge the divide between the two. Alison Lohse on August 3, 2017 In traditional marketing organizations, brand and direct response (DR) efforts occupy two very distinct and discrete positions. … Continue reading How to bridge the gap between brand and direct response marketing
Mark Miller — June 7, 2017 Follow @MMtwopointfive— June 7, 2017 Unsplash / Pixabay One major trend we’ve watched in recent years as a marketing talent agency is that more pressure is on marketers than ever to drive results and prove their value. If you’re taking on a new marketing position, it’s especially important to … Continue reading 4 Ways to Make an Undeniable Impact at Your New Marketing Job in 1 Month or Less
Ensuring Viewability Across Emerging Channels by Paul Nasse , Op-Ed Contributor, May 12, 2017 Viewability was thrust back in the spotlight after Procter and Gamble’s declaration that all members of its media supply chain must meet Media Ratings Council (MRC) standards for digital ads, or risk not getting paid. With users spending more time than … Continue reading Ensuring Viewability Across Emerging Channels
