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...

How to ensure your marketing team’s BI dashboards are actually useful: A guide

No self-respecting marketing team would be without a business intelligence (BI) dashboard today. They’re immensely popular for good reason; a well-planned dashboard helps people to make sense of huge amounts of data in the blink of an eye, supports better business decision-making, and it looks good, too.

However, a poorly-designed dashboard can be worse than no dashboard at all. All too many companies are so eager to add dashboards to their business intelligence solutions that...

Ad execs still clinging to crumbling cookie methods as creatives look to the future – survey

The move by Google to end third-party cookies by 2022 has caused something of a difference of opinion in certain marketing sectors, according to a new study.

The report, from Mymyne, a provider of contextual audience optimisation, which polled 100 senior marketing professionals, found that while almost two in five (39%) respondents in creative roles felt as though the impact of Google’s move would be ‘highly positive’, only 13% of ad execs felt the same way.

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 to reach local audiences with your existing content strategy: Four in-depth methods

Consumer behaviour is trending toward on-the-go mobile shopping.

A 2018 study by Uberall revealed that 69% of smartphone users rely on their devices for shopping. Among those in that group, 82% had customised their searches to be “near me.” Data released in 2017 confirmed this trend: Four in five consumers want search results and ads to be customised to their local area, and half of smartphone shoppers visit a local store within a day of their...

Four key ways a brand can set up an army of employee advocates

It’s important for businesses to tap into the power of their people – and how they possess a deeper understanding of customer needs – as well as the type of digital comms they want to interact with.

Empowering staff can transform a firm’s online presence and ROI too, because customers often trust those they know over an organisation’s marketing messages. 

This is where an employee advocacy programme can effectively be rolled out....

Stop hurting yourself, SEO: Why the industry needs to get its house in order – quickly

Opinion Marketing is coming to terms with a new world order. Until last year, that looked like a gradual but fairly smooth transition. In 2019, two of its industries took a beating.

One was advertising. The other was SEO. While the advertising industry was being attacked, by and large, by aggressors outside its control – an increasingly fragmented media landscape, its own increasing fragmentation, budget and time pressures and a shift in the balance of power between client and...

How to build a truly integrated marketing campaign – in six simple steps

Marketers are faced with a world of conflicting information, and it’s often supplied without evidence or an agenda. So, who should industry professionals trust when it comes to knowing exactly how to deliver messaging that works?

Not every marketing department will be utilising the powers of a great email campaign, but even for those that don’t, simple principles still apply.

When defining what an integrated campaign is, it gives meaning and purpose when...

Instagram best practice for 2020: Focus on comments in a post-like landscape – and try ‘nano-influencers’

If you’re a brand, is it better to not be on Instagram at all, or doing Instagram badly?

Let’s face it: some people are simply better with words than they are with pictures. While some industries may not lend themselves immediately to certain media – this reporter is reminded of Sage, who at DMWF Global last year jokingly asked the audience to name influencers in the UK accounting space – a new report from social listening platform Mention argues that,...

Identifying the content marketing sweet spot – and how to find it

The PR and content marketing team at connective3 are drawn to campaigns that they see from other brands (not just our clients), and when looking at these campaigns one of the following thoughts pass our minds:

Awesome campaign all round, great results, wish I’d thought of it That campaign was super on-brand but not many very entertaining or inspiring That was a great campaign but I just don’t fully get the relevance to the brand That was a really great campaign, super...