Marketers are under immense pressure to deliver measurable results. Return on Ad Spend (ROAS) has become a critical metric, pushing us to sometimes favour lead generation over brand building. Lead generation offers immediate, quantifiable outcomes, making it an attractive focus for those accountable for proving the effectiveness of their marketing spend. However, this short-term focus…
Outsourcing eases budget, saves time… and adds value You’ve agreed your objectives. The business has set its goals. Now you’re juggling time, budget, staff, and politics, and it’s quite a challenging mix to get your head around. Every marketing manager knows the score; but it’s the canny marketing manager who knows when to delegate and…
When the shops are shut and people can’t go out is there Is there any point to marketing during the Corona Virus? Are you looking enviously at those businesses with products currently flying off the shelves? Are you secretly wishing you had a niche in food logistics? Or wondering is there any point to marketing…
The challenges facing a CMO have evolved expodentially over the last few years. CMOs have faced interesting challenges from the start of marketing time, of course. But with ever changing technology, ever adjusting customer wants, and an ever increasing need to deliver immediate results, now more than ever investing in a strategy takes guts, determination,…
Lazy marketing! When we can do so much with data why do some companies choose to do so little? What do I mean by lazy marketing? Bad targeting, bad timing, bad personalisation, bad creative. In fact, just a blatant disregard for the simple and most basic of marketing rules – right TIME, right PLACE, right PERSON, right…
The way consumers buy things has changed – and yet the marketing department has not! We’ve all noticed it. We are all part of it. The way in which we, The Consumer, shop has drastically altered. No longer a linear path to purchase, we meander across channel, medium and time. And the brands that are…
