Marketing Strategies Column

    • 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.

      Marketing Land- 14 readers -
    • 10 truisms about agencies and clients

      Over my nine years in the agency world, I’ve realized that I have certain “canned responses” to specific questions or situations. For lack of a better term, these are “Davidisms” that my team can probably repeat verbatim at this point. I thought I’d share 10 of my favorite ones with you. 1. Clients get the agency they deserve There are a lot of different companies out there.

      David Rodnitzky/ Marketing Land- 11 readers -
  • People: The Achilles’ heel of online marketers

    … a look at HubSpot’s “State of Inbound” report: 65 percent of online marketers say that “generating traffic and leads” is one of their top marketing challenges; 43 percent say “proving the ROI of our marketing activities”; 28 percent have trouble “securing enough budget.” Clearly, online marketing is very numbers-oriented. Now, I’m a numbers guy…

    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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