How you can use efficiency control to better achieve marketing objectives

Consumer insight and analysis of various elements of the marketing mix will let the marketing controller optimise the resources (people and investment) and deliver impactful innovations. Using the marketing profitability analysis I wrote about the earlier article, the company will find out which products, regions, and markets are earning poor profits. […]

How To Approach New AI-Based Marketing Technologies: 6 Questions To Ask

The new Amazon.com Inc. Echo Spot, from left, Echo, Echo Plus, and Fire TV devices sit on display during the company’s product reveal launch event in downtown Seattle, Washington, U.S., on Wednesday, Sept. 27, 2017. Amazon unveiled a smaller, cheaper version of its popular Alexa-powered Echo speaker that the e-commerce […]

Five Reasons Project-Based Marketing Won’t Help Your Company Reach Its Full Potential

Pexels If you’re looking to grow your business you may consider hiring an agency. Whether you need a new website, want to rank higher in Google or need content to guide your users through the sales funnel, you’ll be faced with the question: Do I hire a project-based agency or […]

How to build a better marketing strategy using new technologies available today

There was a lot of talk about AI-driven marketing in 2017. But it’s no longer a new phenomenon. And as AI will be deeply integrated into every aspect of marketing going forward, the future belongs to marketers who can adapt to the technological advances — both to deliver instant gratification […]

Marketing Function Grows in Importance, Creating High Paying Jobs

In this guest column, Dr Foula Kopanidis (pictured below), the program director of postgraduate marketing programs at RMIT University, says demand for marketers will remain strong but its the ones with the skills on their resumes who’ll take home the fattest pay cheques… Increasing demand for digital marketing skills and the […]

‘Tis The Season: 11 Innovative Holiday Marketing Strategies

In the business-to-consumer world, holiday marketing campaigns are in the works as retailers push their Black Friday and Cyber Monday sales. In the B2B space, however, it may be more difficult to incorporate holiday themes into your marketing efforts. It can often feel forced, especially when your clients are already overwhelmed with holiday-related ads from every […]