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 […]
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:
The Content Marketing Institute defines content marketing as follows…
“Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
The most important word here is ‘valuable’ and that’s due to the last point about […]
While recently writing my talk for the Business Outlook Conference which is entitled ‘Future Proof Your Marketing’ I realised that the growth of the internet has led to a simple but profound arms race between businesses. However, it’s a good race that isn’t leading towards world destruction but hopefully better products and services for customers. […]