How To Guides: Marketing Strategy

    • What makes people love the brands they love?

      In today’s consumer-driven world, there’s an onslaught of competing products that have identical features but differing brand names. As someone who actively toes the line between consumer and marketer, I can’t help but wonder what it is that makes us love some brands; why are we so loyal to some but not others? I recently read an article in the Harvard Business Review that d ...

      Marketing Land- 21 readers -
    • Is your marketing career progressing as it should be?

      As with any industry, digital marketing specialists follow a career path designed to foster growth and take on more responsibility. What’s unique about digital marketing compared to other industries is that the field has only been around for roughly 20 years. Thus, the specific path for progression isn’t as defined.

      Matt Umbro/ Marketing Land- 15 readers -
  • I love pay-for-performance SEO — but I won’t do it. Here’s why.

    Let me start off by saying that I absolutely love the idea of performing web and digital marketing services on a pay-for-performance basis. But some things that sound good in theory have disastrous consequences in their execution. [Insert political joke of your choice here.] Many business owners look at the pay-for-performance model as a reasonable way to do web marketing.

    Stoney Degeyter/ Marketing Land- 14 readers -
  • 4 steps to ROI-positive marketing attribution in 90 days

    … Your marketing attribution solution should have positive ROI and start paying for itself within 90 days of implementation. This goal is both strategic and tactical. At a high level, you want to justify the cost of the system as soon as possible so that there is no question about value. From the marketing practitioner to the CMO, it needs…

    Marketing Land- 13 readers -
  • 4 things developers really wish every marketer understood

    … work tell me in their own words about their marketing experiences: the good, the bad and the ugly. When I asked in our internal and developer community Slack channels, I wasn’t disappointed. Here’s some of what I heard. I am not your nerd The first response I received when I asked what marketers should know about developers was very personal…

    Marketing Land- 14 readers -
  • Break through 5 common barriers to contextual marketing and connected experiences

    …. Rented identity graphs. If you’re using a vendor’s ID graph to resolve customer identity, you can’t activate a customer profile where, when and how you want. It isn’t portable across all of your marketing partners and platforms. Therefore, you can’t optimize the customer experience across your owned and paid channels. Incomplete analytics. Often, brands…

    Marketing Land- 14 readers -
  • What do employee reviews really say about your agency?

    …. I know this argument seems self-serving, given that 3Q does not have the highest star rating on Glassdoor vis-à-vis other digital marketing agencies. And I’m not suggesting that those agencies are doing a bad job (though I have to admit, there are a few agencies who have glowing reviews that seem to have been entirely written by the founders…

    David Rodnitzky/ Marketing Land- 14 readers -
  • 4 tips for creating epic nurture campaigns

    … automation tool is important. And having resources to leverage that tool is a necessity. But without changes to your strategy and planning, the way you utilize content and the relationship between sales and marketing organizations, you won’t be able to shake off the old way of doing things. Strategy No longer is the strategy about an immediate…

    Marketing Land- 14 readers -
  • Take your customers off mute: 3 tips for customer feedback

    … Customer feedback is important. Period. It’s useful for everything from employee training to product improvements to marketing. There’s no denying its value. But mobilizing customer feedback is still a challenge for businesses — not just how to collect it, but also how to use it. While Gartner Research says more than 95 percent…

    Marketing Land- 12 readers -
  • Beyond the ad: How to incorporate purposeful mission into brand practices

    … Airbnb’s recent Super Bowl commercial, created in three days and including no more branding than an end-card icon, flaunted a company comfortable with its mission. The ad, focused on diversity and inclusivity, and released alongside a more specific email to Airbnb customers, introduced a brandwide program created to provide housing to refugees…

    Marketing Landin How To's- 16 readers -
  • CMO audit series Part 1: Customer journey — the greatest strategic need

    … Our CMO audit series is based on what we see as the six true drivers of growth in today’s marketing landscape: customer journey, technology, growth channels, user experience, devices and analytics. Without a true understanding of the first one — a customer’s journey — marketing growth is severely hindered, even if a business nails the other…

    Marketing Land- 12 readers -
  • 4 ways to grow your return on personalization

    …, then you have a strategy. 2. Know that segmentation is not personalization Think of how long you’ve been receiving “personalized” emails and other marketing content. Ten years? Fifteen years? More? Customers are savvy and accustomed to emails with content that appears to be personalized but is actually targeted at a larger audience…

    Marketing Land- 16 readers -
  • Devices don’t buy products; people do

    … to the same person, thereby increasing our advertising value and informing our strategy. The challenge with this deterministic approach is that it’s oriented entirely around purchasing media with a specific company. Now it’s no longer the marketer’s customer, and you’re locked into buying media on their channel. Another approach is probabilistic…

    Marketing Land- 16 readers -
  • 3 ways CMOs can win the hearts of customers — and CEOs

    … digital data and insights. Now, the C-suite wants to see results. In 2017, the challenge for CMOs will be not just how to survive, but how to thrive. Here are three things senior marketing leaders must do to win the hearts of customers — and their CEOs. 1. Lead customer obsession across the enterprise For all the talk about creating seamless, connected…

    Marketing Land- 13 readers -
  • Not all agencies are created equal

    … agencies, content agencies and so forth. And within each of these categories, there are specialists who attack niches. Like a hospital, it’s true that there are agencies that offer many services, but a multi-channel agency is not the right solution for every company (just like a generalist doctor is not the choice for every patient). Problem #2…

    David Rodnitzky/ Marketing Land- 15 readers -
  • 5 undeniable signs your competition is beating you online

    …, look at how your competitors are marketing their brand on social media. Check out their Twitter profiles, Facebook pages, Instagram pages, Pinterest pages and LinkedIn pages. If you see that your competitors are earning more shares, likes and engagements than you are on social media, then you’re losing. That’s a harsh truth, but it’s accurate. 4…

    Marketing Land- 19 readers -
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