Marketing Strategies Column

  • Hey, CMOs: Who owns your brand?

    … employee. Taco Bell CMO Marisa Thalberg nailed it when she told an audience at our company’s event last month that the community owns your brand. It’s imperative to remember that CMOs and marketers are just the keepers of the brand — the “heavy lifting” is done by a brand’s community, or “tribe,” of customers, fans, influencers and advocates. I…

    Marketing Land- 14 readers -
  • What does it mean to ‘be bold for change?’

    … I didn’t set out to solve the gender wage gap when I started Googling for ways to successfully ask for — and ideally get — a raise at work, but the click led to the United Nations’ International Women’s Day site and a call for people to be bold for change. Many clicks and scrolls into my search, I realized that what I was looking for wasn’t…

    Marketing Land- 19 readers -
  • CMOs, invigorate your brand and your career

    … marketing. Marketers are ill-equipped to handle the demand for big content, according to a Gartner report published in May 2015. While we have evolved over the two years, this still seems to be a major issue. Start thinking about your content and how it could be viewed in video form. Consider hiring video pros as part of your marketing team…

    Brent Hieggelke/ Marketing Land- 16 readers -
  • Use these 5 tips for more engaging client presentations

    … if the material being presented doesn’t speak to their concerns. Let’s take an example of a client who tells you that the main goal is to expand into other channels. You can touch on performance and past initiatives, but the tone of the presentation should focus on growth. You may speak to: new channels to test. how performance of the new channels…

    Matt Umbro/ Marketing Land- 14 readers -
  • People: The Achilles’ heel of online marketers

    … opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Aden is the brilliant mind responsible for Disruptive Advertising's content and marketing strategy. A compulsive strategist, Aden lays awake at nights figuring out how to up Disruptive's marketing game. Connect with him on Twitter. …

    Marketing Land- 15 readers -
  • CMO audit series, Part 2: Untangling the web of mobile technology

    … This CMO audit series sets out to provide insight into the six most significant growth drivers in marketing: customer journey, marketing technology, growth channel mix, user experience, devices and analytics. (If you didn’t catch Part 1, on the customer journey, catch up now.) Today’s post will focus on technology. As recently as a few years…

    Marketing Landin Mobile- 16 readers -
  • 10 truisms about agencies and clients

    … rooms. You ask each of these account managers a fairly mundane question about how they would manage your account. In many agencies, you’d get three totally different answers to the same question. Why? Because those agencies don’t have any underlying process for how they run accounts — they just hire (hopefully) smart people and expect them to make…

    David Rodnitzky/ Marketing Land- 11 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. In this post, I’ll share my…

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

    … the business around differentiated technologies, transparent client insights, and phenomenal people. You can often find him walking the halls asking how his team can make its' client contacts rock stars within their organizations. Prior to Rakuten Marketing, Adam contributed to over a hundred different significant mergers and acquisitions at PriceWaterhouseCoopers. He worked to provide his clients with actionable insights using underlying strategies that created value. …

    Marketing Land- 25 readers -
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