Recently I had an issue with my mobile phone. To sort it out involved calls to customer services and a couple of visits to store. Which is when things got all a bit much for Vodafone, and I got very irate. Apparently, customer services can’t access the store data and vice versa. So neither side […]
Mark Ritson is a man whose views I value greatly but his recent missive ‘Why content marketing is a load of bollocks’ initially felt like a headline grabbing article without enough depth. But on further consideration it did raise a key problem we have. To summarise Mark had two sides to his argument.
That ‘content marketing’ is no […]
I’ve been asked to do a pre-print review of a content marketing book authored by a leading light in the content marketing world. The key thing that stood out for me was the lack of clarity around what content strategy is versus content marketing. No one seems to agree completely and there are a number […]
The UK economy may well be heading for some tough times. How businesses react to tough economic times is what often makes or breaks them.
But what is the ideal strategy for flourishing when others are navel gazing and hidden behind the sandbags? A great piece of research from the Harvard Business Review sheds some interesting light on […]
“Seventy-three percent of top marketing teams say that a customer journey strategy has positively impacted overall customer engagement” According to the Salesforce ‘State of marketing 2016’
A customer’s journey always starts with a need or want. They then go looking for the solution to that need. They want their need satisfied as effectively and simply as […]
Businesses are producing vast amounts of content nowadays and much of it isn’t really effective. As the Content Marketing Institute found out only 30% of B2B marketers and 38% of B2C marketers rate their efforts as effective.
From what I see this is mostly because their content is simply dressed up promotional messages aimed at selling […]
Words have power and ‘marketing’ is a very weak word. It’s vague and fluffy and this results in vague and fluffy activities being performed in its name. Plus, everyone seems to have a different view of what it actually covers. The Chartered Institute of Marketing have a very succinct and widely quoted definition of marketing:
Here’s some facts to get you warmed up
Best-in-Class marketers are 67% more likely to use a marketing automation platform, with 87% of top-performing firms using this technology. These companies as a whole see 14% overall growth in marketing revenue. (Aberdeen Group)
Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group)