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Understanding the role of content in your customer journeys

2017-11-30T15:03:35+00:00

In the previous article, "Every journey starts with a single content step", we explored the need to define your customer’s buying journey from their perspective and then use this to create truly customer-centric content. This approach creates an end-to-end content journey, as content is the tool being used to facilitate your customer’s journeys. [...]

Understanding the role of content in your customer journeys 2017-11-30T15:03:35+00:00

The business benefits of customer journey mapping

2017-11-30T15:04:22+00:00

Customer Journey mapping is a term that is increasingly being used within the marketing industry, the but definition of what exactly it means is still very much in dispute. Many commentators refer to Customer Journey Mapping (CJM) in a way that is more user experience design (UX) such as what web layouts optimise [...]

The business benefits of customer journey mapping 2017-11-30T15:04:22+00:00

The spinning wheel of engagement

2017-11-30T15:05:11+00:00

PR and marketing has fallen into a trap. This trap is something we call the ‘spinning wheel of engagement’. PR and marketing teams have become very good at engaging their target audiences online and within social media. Like good little hamsters attracted by some food, the target audience are being drawn in and [...]

The spinning wheel of engagement 2017-11-30T15:05:11+00:00

Change how you measure your marketing ROI

2018-06-08T13:30:25+00:00

In the article The New ROI of Marketing we looked at how the accounting based calculations are made to understand our ROI and profitability. The conclusion being that becoming a customer-centric business will unlock a better engagement with customers that will have direct commercial return. As marketing leaders you will be on a spectrum which [...]

Change how you measure your marketing ROI 2018-06-08T13:30:25+00:00

Measuring the new ROI of marketing

2017-11-30T15:07:02+00:00

Before looking at what the new potential is for calculating the ROI of marketing, let us first look at the “old” ROI of marketing. What do you measure at the moment to determine success? In the majority of cases, this is not necessarily what you want to measure but what you can measure. These are things like [...]

Measuring the new ROI of marketing 2017-11-30T15:07:02+00:00

How being customer-centric drives business growth

2017-11-30T15:08:05+00:00

Do you work for a business that has prioritised the need to become customer-centric? If the answer is ‘no’ then it is a fair bet that over the next year or two it could very well become a ‘yes’. That is why everyone needs to get their heads around what it is and [...]

How being customer-centric drives business growth 2017-11-30T15:08:05+00:00

What do I need to do differently to be customer-centric?

2017-11-30T15:08:49+00:00

The world of customer-centricity can be split into three camps. Firstly there are those that have embraced the need to transform themselves into a customer-centric business. Then secondly there are those who realise that being customer-centric is more than a cultural and behavioural attitude. Finally there is the third camp which contains the [...]

What do I need to do differently to be customer-centric? 2017-11-30T15:08:49+00:00

The dawn of commercial marketing

2017-11-30T15:11:15+00:00

Times, they are a-Changin’ sang Bob Dylan. Marketers around the world should all be singing the refrain. Change is not new when it comes to marketing of course. In fact, change is a constant. But there is a new force of change in the air and few marketers have fully come to terms [...]

The dawn of commercial marketing 2017-11-30T15:11:15+00:00

Your role as marketer needs to change again!

2017-11-30T15:12:08+00:00

You have no doubt heard many times already that your role as a marketer needs to change. In fact, your role as a marketer has always been about change, so this is nothing new really. What you cannot ignore is that the customer world has changed dramatically in the last five years, and [...]

Your role as marketer needs to change again! 2017-11-30T15:12:08+00:00

Breaking down the silos to become customer-centric

2017-11-30T15:13:05+00:00

We have already identified the pervasive problem of over communication with customers due to the wide variety of internal silos all communicating at once. But being aware of the problem is one thing, doing something about it is quite another, especially considering the complex nature of organisations and often their ever increasing global [...]

Breaking down the silos to become customer-centric 2017-11-30T15:13:05+00:00
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