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… Continue readingMeasuring the new ROI of marketing
Marketing Applications for AI – where to begin… As marketers seek practical applications of AI, they are encountering the first challenges. However, the biggest challenge of all is data. Almost all AIs require “training”. This… Continue readingThe biggest challenge of setting up an AI for marketing
Chief marketing officers (CMOs) who design and incorporate customer journey management in their marketing outperform all others by 54% (24.9% vs 16.2%). This is in annual improvement on ROMI (Return On Marketing Investment). According to… Continue readingThe commercial benefits of Buyer Journey Management
Buyer Journey Mapping is about understanding how we make decisions and then providing the content to support that process. A few weeks ago, I treated myself with a pair of Bose SoundSport Free wireless headphones.… Continue readingMapping the Buying Journey
You have 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… Continue readingYour role as marketer needs to change again!
To be fair, it is impossible to describe the ‘perfect’ content audit as different businesses will have different objectives and start-points. However, if you want your content audit to move beyond simple list generation to… Continue readingHow to carry out the perfect content audit
Effective content doesn’t happen by chance. It results from a strong centralised content strategy. When content is out of control, it might not appear on the surface that it is a problem or that it… Continue readingSigns that you are suffering from Content Chaos
Customer communications silos are commonplace within nearly every business. For large businesses, there is no getting away from the fact that the natural evolution of the various business structures and processes has led to different… Continue readingWhat is a communications silo?
How many content strategies do you have within your business? Indeed, how many content strategies do you have within your marketing function? Just the one? Fingers-crossed, that is the case, but can you place your… Continue readingContent Challenges: One audience, many content strategies
In a recent survey, 74% of marketers said that a cohesive omni-channel experience was important (34% said it was very important). We would all agree that there needs to be consistency in the brand experience… Continue readingCan you create an omni-channel experience?