Category Archives: Marketing Strategy

Future-proofing martech strategies against macro forces

Martech doesn’t exist in a vacuum. Stay ahead by considering macro factors that impact marketing strategies. Steve Petersen on April 2, 2024 As martech practitioners, we need to stay abreast of more than product and channel features, capabilities, competitor comparisons, stack fit, best practices, etc. We should also consider macro factors, which Investopedia defines as … Continue reading Future-proofing martech strategies against macro forces

Why above-the-line marketing isn’t above accountability

  By Tim Ringel January 19, 2024 Allow me to say this as clearly as possible:  There’s no longer an above-the-line or below-the-line in marketing and advertising.  The accountability lines between above-the-line marketing (actions that focus on awareness-building, sentiment, and recall), and below-the-line marketing (directed at activities like promotions, couponing, and direct response), are merging.  … Continue reading Why above-the-line marketing isn’t above accountability

5 secrets of streamlining marketing workflows

Boost marketing collaboration and efficiency with streamlined communication, smart governance, work automation and more. Amy Strickland on January 17, 2024 Marketing today involves complex workflows and processes, matrixed stakeholders and a mandate to execute at the speed of culture. Here, I’ve distilled five secrets from the world’s most agile and effective marketing teams on how … Continue reading 5 secrets of streamlining marketing workflows

How to create a re-engagement strategy that doesn’t insult your subscribers

Here’s what email marketers should and shouldn’t do to manage inactive subscribers and rebuild engagement. Kath Pay on December 19, 2023 I thought I could get through 2023 without having to address a perennial problem for email marketers: how to manage seemingly unengaged subscribers without cutting them off. I was wrong.  On Dec. 1, Google … Continue reading How to create a re-engagement strategy that doesn’t insult your subscribers

Marketing projects: Why you should compile questions in advance

Learn a tactic to make your next project more productive — compiling a list of questions based on current initiatives to reference later. Steve Petersen on November 16, 2023 We’ve all had our share of first rodeos — perhaps it’s your first-ever marketing project or your debut project at a new organization. An important thing … Continue reading Marketing projects: Why you should compile questions in advance

Create your market by being recognizable but different

  By Thomas Jonas October 09, 2023 One of the biggest challenges when you’re introducing a breakthrough product is standing out from the crowd. Deciding how to differentiate your brand just the right amount to make it distinctive—but not so much that consumers outright reject it (remember Google Glass?)—is likely the most crucial decision your … Continue reading Create your market by being recognizable but different

Why you should always ask why: Strategy must lead tactics in marketing planning

It’s time to get out of a tactics-first mindset and chart a strategic course based on knowing why you’re doing what you’re doing. Ryan Phelan on August 22, 2023 Remember the COVID times? I’ll wait while you stop twitching.  It was hellish for a while, but for marketers, it was also all about doing things, … Continue reading Why you should always ask why: Strategy must lead tactics in marketing planning

Balancing generalists and specialists: An essential strategy for marketing success

Is it better to specialize or generalize? Here’s why blending both might be your key to unlocking unprecedented marketing success. Gene De Libero on August 14, 2023 In the marketing industry, the debate between being a jack-of-all-trades or a master of one is perennial. This discussion is vital for anyone in the marketing industry, particularly … Continue reading Balancing generalists and specialists: An essential strategy for marketing success