It’s not just another handle for key account marketing, but a different way of viewing and doing and being effective; actioning your B2B marketing strategy. Read our reasons for deploying an account-based marketing strategy.
Marketers want to know that their investments in digital advertising are protected against fraud and ads appearing on illegal or inappropriate websites. JICWEBS’ chairman Richard Foan explains what steps towards ensuring online brand safety have been taken by the industry.
If employees think that marketing is a job done only in one department, the company is heading for trouble, says former Porsche MD Kevin Gaskell, who believes that everything the customer touches relates to marketing and needs to be done well. He says ‘inspired leaders’ recognise the importance of every single interaction and build that idea into the business.
Facebook and Google increasingly dominate the time people spend online and there are both pros and cons in this web duopoly. Verto Analytics’ Dr Hannu Verkasalo spells out the implications for data-driven marketers of having two such powerful internet giants.
When it came to customer data, instead of drinking from the fountain of knowledge, brewer and pub chain Marston’s was alarmed to be watching most of it trickling down the drain. The company realised it should get to know its customers and build a relationship with them. Here’s how they did it:
In today’s digital landscape, retail innovation is ever-present and it is clear that retailers failing to meet customers’ shifting habits and abiding love of e-commerce will not prosper. What vendors cannot do is refuse to transform in a world that is being disrupted by technology. Amazon is a leader in the retail sector and understands that you can’t sit still in an industry that is always changing to meet the customers’ demands. Hugh Fletcher takes a deeper look at Amazon’s achievements.
Pharrell Williams sang about being Happy back in 2013 and topped the charts in 35 countries – and that’s an ‘earworm’ that marketers should take on board long-term, researcher Ben Pask says, since the customer’s pursuit of happiness can drive brand loyalty. So, are your loyalty stats reflecting lots of happy customers? If not, why not?
Advertising with a social consciousness – putting human welfare above profits – has gathered momentum, with societal marketing becoming mainstream. Mike Alhadeff focuses on disability and how marketers have been displaying sensitivity and a conscience, especially since London 2012.
Managing pay-per-click (PPC) advertising can prove time-consuming, but paid search is often a major part of a marketing strategy. Here are tips and tactics to help SMEs save time with their PPC advertising by leveraging technology.
Consumers demand immediacy – they want their chosen product/service promptly and they want brands to respond to their demands NOW! That means real-time marketing is essential. But how and when is it appropriate? Anthony Botibol has advice on speedy personal service.