CMO Council explores the remit of earned media – and strained relations between marketing and comms

The Covid-19 pandemic may have forced a change in some respects, but a new report from the CMO Council makes it clear: marketing and comms are still too adversarial, and more media cohesion is needed.

In its report 'Bridging the Gap for Comms and Marketing', the council, alongside Cision, surveyed more than 150 brand leaders, as well as conducting interviews with executives from Schneider Electric, IBM, Nokia, and more.

Ultimately, marketing and comms don't really...

Trends in influencer marketing: Instagram and TikTok key, brand collaboration promising

The influencer marketing industry continues to grow with Instagram and TikTok key channels - but as Covid-19 continues to rage, a new report has found promising areas of collaboration in uncertain times.

The report from Tribe Dynamics, which surveyed more than 60 brands and more than 250 influencers, found manpower and resources remain roadblocks to program success. 91% of influencer marketing teams were between one and five people in size. More than four in five (81%) said their...

Brandwatch: On ‘rethinking and rebuilding’ digital marketing amid Covid-19

The Covid-19 pandemic has made many businesses suffer - and for marketing teams and agencies, where proving value has almost always been a bunfight, the impact has been especially hard.

According to a study from performance marketing provider Uplers in June, polling CEOs and senior management in agencies, more than half (57%) believed the impact of Covid-19 would last more than six months. Two thirds (66%) had seen a decrease in overall revenue.

Digital consumer...

Personalisation for ABM campaigns: Tackling challenges and getting a progressive approach

Session Getting the right personalisation strategy, to ensure a great customer experience but avoiding any privacy pitfalls, is vital to virtually any digital marketing initiative. For account-based marketing (ABM), it is even more important.

As a Lead Forensics article puts it, "great ABM content that will help you win clients is content that is relevant, timely, and highly personal." This involves a lot of groundwork, but it can be worthwhile - indeed, the difference...

The thin line between real and online life is narrowing further with Covid-19 – and marketers need to react

The disruption and uncertainty of the Covid-19 pandemic has naturally seen consumer behaviour shift drastically. Remote working and eCommerce trends feel as though they have shifted inexorably, with work-life balance becoming re-evaluated in favour of the latter. The question is: which of these behaviours will stick, and form 'the new normal' longer-term?

Before their session at DMWF Virtual tomorrow (September 16), Naomi Morrice and Taylor Dickson, research analyst and research...

DOMO: On cloud-enabled customer journeys and ensuring marketers aren’t chasing their tails

It is always interesting to note the propositions of companies who specialise in software for marketers. For many of the executives leading from the front, it creates a strong narrative. Having been marketing leaders at their previous employer, they understand the problems their compatriots are going through - and, more importantly, how they can be solved.

Mark Green, EMEA marketing director at cloud-based business intelligence firm DOMO, is a case in point. Having spent half a...

Don’t just address compliance as part of your marketing strategy – embrace it

Session When it comes to marketing, trust is sometimes considered something of a dirty word. Pre-GDPR, it was almost laughable. Yes, you can trust us not to hawk your data to any Tom, Dick or Harry going. You can also trust us that our product does exactly what we say it does, and that you won't get a few bills down the line because you neglected to read the small print.

The wheels are in motion for those who blatantly transgress, though the cogs can take a while to whirr. For the...

Creating a unified brand strategy: Why problems ‘start small and multiply’

Creating a unified brand, across all stakeholders and touchpoints, is one of the most important goals a marketing team strives to achieve. Digital transformation has made this need more acute; the importance of social media means a plethora of new channels to get communications right.

As social has made the world more connected, it has also forced companies to make their workplaces more connected and collaborative. Yet many marketing departments struggle to even get that...

Getting to grips with social media intelligence – and how brands need more empathy post-Covid-19

DMWF Whether it is social media intelligence, social media monitoring, or social 2.0; call it what you will, the need for speed and clarity has never been greater to ensure your competition does not rush over the hills and far away.

Take McDonald's as an example. The company analysed five years' worth of social mentions and tallied up thousands of requests from customers who couldn't understand why pancakes were served for lunch. As product launches went, it was a...

How democratising data has been vital for healthcare brands during Covid-19

Session When the Covid-19 pandemic first hit globally, supporting organisations in healthcare took on a significance never seen before. Cloud-based software and infrastructure, helping to share information more easily between teams and keep resources afloat, became crucial.

Many of the world's biggest cloud companies - whose revenues admittedly go well into the billions each month - were able to help. Google Cloud helped provide several public Covid-19 datasets free to the Johns...