The four pillars of good spend management – a key skill amid the Covid-19 downturn

Spend management is hardly the most glamorous component of marketing, but its impact can be game changing. That fact is particularly important as businesses react to the downturn ushered in by the Covid-19 pandemic.

Done well, spend management can free up marketing budget and serve both as a foundation to weather a storm and a catalyst for future growth. Effective spend management enables agile decision making within days (or even hours), allowing marketers to rapidly re-deploy...

Salesforce State of Marketing report promotes empathy, AI, and more focused KPIs

Salesforce has published its latest global State of Marketing Report, which has explored the rate of transformation within marketing and the data and organisational goals needed to achieve it.

The report, which collected data from almost 7,000 marketing leaders globally, had three overarching findings:

Marketing transformation is taking on new urgencyMore empathetic marketing is being achieved due to greater data and personalisationMarketers are doubling down turning...

Five key digital marketing strategies during Covid-19: Redefining and redeployment

While nobody can predict  what a post-coronavirus reality would look  like,  one thing is certain for marketers: digital channels are more important than ever. Online channels now play an increasingly crucial role, as people continue to self-isolate and spend more time online. In Italy, for instance, once the government introduced country-wide quarantines in mid-March, online traffic spiked 30%.

Today, we are seeing similar trends occur globally. In  these sensitive...

Anna Griffin, CMO, Smartsheet: Why curiosity, problem solving and knitting makes a great marketer

Anna Griffin, chief marketing officer (CMO) at Smartsheet, has a saying of which she is fond: you can’t have a new tool and push it in an old way of working. “It would be like having Netflix playing on a rotary phone,” she tells MarketingTech.

The launch of the iPhone more than a decade ago is a classic case in point. Industry analysts, for whom no term is too dull, called it the ‘consumerisation of IT.’ In other words, companies realised their employees wanted to work...

The CMO’s viewpoint: Marketing during a pandemic is not business as usual

Organisations are struggling to adjust to the new reality of the Covid-19 pandemic. Revenue is being impacted in retail, travel and hospitality industries among others. Companies are figuring out how to keep the business moving while employees are adjusting to working from home. And cyber criminals are having a field day feasting on all of the disruption and uncertainty.

So, what does that mean for marketers? Do we simply carry on with our 2020 game plan? I believe that would not...

Gillette, Unilever, TOMS Footwear: Three strong examples of purpose-led marketing

DTC brands are eating CPG companies' proverbial lunch and upending conventional retail models. The secret to success is rooted in their go-to-market strategy, which is based on espousing values shared by their consumer base. These shared values in turn fuel purpose; publicly standing for something emasses legions of fierce brand loyalists who share the same beliefs. These consumers, many of whom are the all-desirable younger generations, act as a catalyst for growth through vigorous...

Analysis: The four key methods for marketing measurement to maximise impact

When looking at organisations today, market research and marketing analytics now absorb around 13-16% of marketing operations budgets. However, evidence from Gartner’s Marketing Data and Analytics Survey (client access required) indicates that these investments are mismatched with their output and this presents a significant risk to the ongoing investment.

So, what does one do to find what works and what does not – which marketing activities should be doubled down on and which...

Four key tips to move up the digital marketing career ladder

For many, a good career involves opportunities to progress however it can be challenging to understand how to get to the top. Although there are different methods of progressing, and people have different suggestions, in my experience it’s often the less traditional routes which yield the best results.

Education isn’t everything

It might come as a surprise but I don’t think it’s crucial to invest in higher education for a successful career in marketing. While there are...

Isolation doesn’t have to be isolating: How brands can use their time wisely in the time of Covid-19

Nobody has to be reminded that the coronavirus pandemic, which continues to sweep across the world, represents a challenge for everyone. In the UK, for instance, the Prime Minister has asked the population to avoid offices and travelling - more than and many business leaders have asked their teams to ‘self-isolate’ and work from home. There’s a real siege mentality, and often in this kind of situation you feel like battening down the hatches, cost-cutting, withdrawing, and...

How Sophola is looking to raise Japan’s digital marketing expertise to the world level

The digital marketing landscape in Asia right now is a fascinating one. While there may still be a degree of nascency compared to Western markets, trends and strategies are developing quickly. According to a study from eConsultancy in April – ‘The Omnichannel Imperative’ – enterprises in Southeast Asia saw real-time marketing as their highest priority, alongside omnichannel delivery and engagement.

For certain Asian countries, such as India and China, the...