How To Guides: Marketing Strategy

    • 6 roles you need on your marketing team + 2 you probably haven’t considered

      In 2017, digital marketing is no longer an afterthought. Digital is a critical part of almost every company’s marketing strategy regardless of industry. The question businesses are now struggling with is: Which roles (or what people) do I need on my team to be successful? In this piece, we are going to outline the roles needed within a digital marketing team, as well as two ...

      Marketing Land- 9 readers -
    • 5 pragmatic — and powerful — places to improve CX right now

      Philosophy abounds with variations on the notion that pretty good is actually pretty great. Aristotle found virtue in the middle ground between aesthetic and ethical extremes. Ralph Waldo Emerson advised “moderation in all things.” And we know how Goldilocks felt about finding something that was just right. But, still, it’s human nature to hold ourselves to a higher standard.

      Marketing Land- 15 readers -
    • People: The Achilles’ heel of online marketers

      There’s something tragically ironic about most online marketers. Our job revolves around convincing people to do something, but we often have little to no actual relationship with the people we try so hard to persuade. Instead, most of us huddle behind computer screens trying to convince numbers to cooperate.

      Marketing Land- 12 readers -
  • My advice to Google and Facebook on brand safety

    What do buzzwords and populism have to do with one other? Undoubtedly, you’ve heard the latest buzzword, “brand safety,” as major advertisers like Johnson & Johnson, AT&T, Verizon and hundreds of others have pulled their advertising from YouTube and Google Display Network because it was showing up next to hate-promoting videos.

    James Green/ Marketing Land- 11 readers -
  • 10 truisms about agencies and clients

    …. I told him he could do that, and we would elect not to participate. He never ran the RFP, and the client is still a client of ours today. 4. Agencies know channels better than clients; clients know their business better than agencies OK, this one is going to make some in-house teams angry, but hear me out. Agencies look at dozens of different…

    David Rodnitzky/ Marketing Land- 11 readers -
  • Is your marketing career progressing as it should be?

    … where they can still make a difference but have less client interaction. Having said this, I strongly believe that putting yourself out there knowing that you will be out of your comfort zone is how you progress in your career. Challenging yourself is how you will advance. Senior account manager: 3–5 years The main difference that separates…

    Matt Umbro/ Marketing Land- 16 readers -
  • What makes people love the brands they love?

    … of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author In his role as SVP of Display at Rakuten Marketing, Adam Grow is committed to creating marketing solutions that exceed clients' expectations by empowering personalized consumer experiences across channels and devices. His passions include building…

    Marketing Land- 25 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- 14 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- 15 readers -
  • Break through 5 common barriers to contextual marketing and connected experiences

    … of brands claim to have a holistic understanding of customers across interactions and channels, only 37 percent of consumers believe their favorite retailer, for instance, understands them enough to personalize their experiences. Sure, many marketers already onboard their offline customer data with ad tech vendors. But onboarding — connecting CRM…

    Marketing Land- 15 readers -
  • What do employee reviews really say about your agency?

    … I’m obsessed with creating a great culture at 3Q Digital, my employer. If you type in my name and the word “culture” into your favorite search engine, you’ll see at least a dozen articles I’ve written about the importance of culture. I’m also obsessed with data. At 3Q, we measure both internal and external Net Promoter Score and client and team…

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

    … Marketers are cool people. We tend to be very aware of the world around us — what’s epic and what’s yesterday’s news. We are thought leaders focused on driving change for others. And we want to be involved in doing legendary work. Running rad nurture campaigns or leveraging savage predictive intelligence ensures we’re doing it right, while…

    Marketing Land- 15 readers -
  • Take your customers off mute: 3 tips for customer feedback

    … shipper? It’s the age of the customer — everything must be done on the customer’s terms. This means communicating with them the way they want, when they want, and in the channel they want. It means hearing their gripes and righting them. To truly be called a customer-centric organization and meet customer expectations, it’s imperative to listen to your…

    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- 18 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- 13 readers -
  • 4 ways to grow your return on personalization

    … channel should be a piece of the data that informs the relevancy of the message. This involves taking into account the education and functionality offered by every message, as well as the narration style, imagery and animations used. For instance, a “tap on screen” narration suits mobile content consumption, as opposed to “click the button…

    Marketing Land- 16 readers -
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