It might be time to consider adopting a formal Definition of Done Stacey Ackerman on April 20, 2021 “Are we done with the work? Are we really done? What else needs to happen? Who else needs to approve it?” If you’re hearing a lot of this type of talk from your agile marketing team, it … Continue reading The importance of defining “done” in agile marketing
Alex Lysak February 27, 2021 You don’t need a business degree to know that your company needs a marketing plan. Successful startups dedicate months to designing a strategy for conversions and online visibility. They run focus groups and conduct market research to guide their execution, but they don’t stop there. Even niche businesses aren’t so … Continue reading What Marketing Competitor Analysis Is and How to Do it
TechStyle Fashion Group’s pandemic pivot might be considered rare in a world when marketers say most ads are lackluster and repetitive. Chris Wood on February 2, 2021 For nearly a year, marketers have operated in a pandemic world where digital channels are all they’ve got. But saying you’re going to tap new channels and then … Continue reading Please don’t fill new channels with bad creative
While many businesses should consider reduced top-of-funnel ad spend, very few should abandon it altogether. You’ll want to ensure you are in a position to power back during the recovery. Adam Edwards on July 22, 2020 Though digital marketers felt pressure before to justify their marketing spend, this is a whole new ballgame. Marketing is … Continue reading How and where to fight for your marketing budget
You must find ways to tailor each channel’s messaging that’s appropriate for your company, your market and your customers as your operations begin to reopen. Ryan Phelan on May 18, 2020 At the recent Discover MarTech virtual event, where I was honored to host a roundtable discussion, I was intrigued by a marketer who wondered … Continue reading Marketing’s new challenge: Moving to the next normal
Regardless of how your business has been impacted by current events, your customers are grappling with what’s happening, so your role in their lives will need to adjust. April Mullen on April 2, 2020 With the global spread of COVID-19 we’re now in a recession and no one really knows how long this will last. … Continue reading Marketing during a crisis and a recession
Changing your approach to emotional marketing can help you create a stronger connection with your audience. Jade Bunke on March 5, 2020 As a marketing professional, you often think about creating an emotional connection with your audience. And for good reason. Emotion can direct attention, deepen engagement and drive behavior. But can you articulate how … Continue reading Rethinking emotion in marketing to deepen engagement
Reports show companies are investing in personalization, but marketers are struggling to implement and execute full-scale personalization initiatives. Amy Gesenhues on January 21, 2020 In a recent survey of 200 marketers, 86% told Merkle they have budgets defined for personalized messaging initiatives and 82% had martech solutions in place to implement personalization. Further, 89% claimed … Continue reading Is personalization working? Budgets are increasing, but martech challenges threaten future investments
Even notable academic institutions are having issues with finding the truth in their own academic research. Eric Schwartzman on December 17, 2019 According to this year’s Relevance Report 2020 from the USC Annenberg Center for Public Relations, half-truths and lies are more noteworthy (and acceptable) than ever. The report features 17 of the 30 essays … Continue reading Lies and bias on the rise in marketing and public relations
Dan Seavers — November 22, 2019 Follow @TWDanSeavers As marketers, we love tried and tested. We walk the road well-traveled, lacking the time, the budget or the opportunity to try strategies that won’t guarantee you results. But now and then, something comes along that will disrupt your methods. And it’s up to you whether you … Continue reading 5 Reasons Why TikTok Marketing Should Be Ticked By Your Brand in 2020
