The need for mindful marketing in 2021: Take a step back to enable a giant leap forward

An interesting timeline has been unfolding this year, the likes of which we have never seen before. In the space of about 10 months, the global mood has swung from the depths of fear and uncertainty (as the pandemic took hold) to elation (as we started coming out of our respective lockdowns) and back to restrictions and anxiety for our health, our financial well being and our future (as the second wave spreads worldwide).

The dawning realisation is that even with a vaccine on the...

As eCommerce becomes more vital, the right content strategy is required – whatever your industry

The Covid-19 pandemic has forced marketers' hands in a variety of areas. One of the most evident is around the near-exclusivity of eCommerce - or, anything which isn't bricks and mortar.

Writing for this publication in July, Joel Davis, co-founder and CEO of Mighty Social, noted the need for change in messaging. "Take into account that during the crisis many consumers closely re-evaluated their consumption habits, what they define as essential products, as well as how to live...

Getting marketing automation right: Conversion and segmentation – and the workflows required

Session The case for marketing automation continues to prosper. Capturing leads and organising prospects in the back end, not to mention enhancing the front-facing customer journey, is important: according to Invesp, automation can drive up to a 14.5% increase in sales productivity and a 12.2% reduction in marketing overheads.

Marketing automation workflows can work in three primary ways; to build relationships, improve engagement, and increase revenue. An automated workflow will...

Why agility has been the number one marketing skill of 2020

If you look at any job spec for a marketer, the attribute of ‘agility’ will be fairly low down the list of requirements, if on the list at all.

The events of 2020 have changed that – the ability for businesses and their marketing teams to demonstrate agility has been crucial in the face of extreme market pressures that have disrupted strategies across multiple sectors.

Firms operating in the retail sector have been among the hardest hit by the pandemic. In the UK,...

Why now is the time for truly customer-first marketing

There’s no shying away from the fact that 2020 will be a year to remember. For the digital marketing industry, now is a time to evaluate how best to approach and engage with a whole new set of customer needs and expectations.. The challenge now, for marketers, is understanding the fundamental changes that are needed in order to adapt to new consumer priorities.

Before the pandemic, marketers were battling for the attention of consumers characterised by equal amounts of...

How to acquire and retain the attention of 200 million ‘ad aware’ users

Adjusting to any new environment is hard at the best of times, but back in March many of us had to come to grips with a new type of office: our homes. The kids screaming in the background during a video call, the moment of panic when the internet connection dropped, the constant snacking every hour of the day…and that’s not including the noise of everyone else working remotely with you and their phones going off constantly.

For the first few days and weeks in a new work...

How do you create a compelling digital proposition for 2021 after such an uncertain 2020?

If 2020 has taught us anything, it’s that things change quickly. And when things change quickly, a business needs to adapt and respond even quicker.

The impact of the Covid-19 pandemic over the last 6 months has seen changes that no one could have ever predicted: the global tourism industry facing the loss of 120 million jobs, the permanent closure of approximately 14,000 shops in the UK, and nearly half of people in employment in the UK working from home at some point this...

Perspectives: Digital Transformation Through the Lens of Strategic Marketing extract: Exploring CMO/CIO synergies

Editor's note: This is an exclusive extract from Lynn Scheurell's new eBook, Perspectives: Digital Transformation Through the Lens of Strategic Marketing. This extract, from chapter five, 'Woke Leadership', explores CMO and CIO alignment, as well as questions which need to be asked to drive digital transformation.

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CMOs are masters of alignment in terms of making connections between people, issues, and solutions, empowering both clarity and action, persuading...

Understanding the eight metrics YouTube’s algorithm uses to rank videos

YouTube can be commended for making efforts to keep the marketing community updated about its latest developments in algorithms and analytics. This article looks at some of the metrics that YouTube’s algorithm uses to recommend videos to viewers on their Home and Watch Next screens.

Click-through rate (CTR)

On the home screen, YouTube shows the most relevant videos to viewers based on how many times other users clicked on the same videos and found them useful. The same CTR...

Four steps to optimise your Salesforce instance strategy after a merger or acquisition

If you’re one of hundreds of thousands of companies that use Salesforce, you know how vital it is to your sales and marketing engine. But the financial advantages of a merger or acquisition can be limited if you don't find a way to combine existing Salesforce orgs (also referred to as Salesforce instances) while keeping efficiency at the centre.

Here are four steps companies should take to optimise their Salesforce orgs after M&A activity to ensure that their CRM investment...