Whether you are a seasoned marketer or a senior executive, trying to get a handle on the best marketing opportunities can be challenging. With new technology, preferences and buying patterns how do you determine the smart ways to invest in marketing in 2019? Many of the basic principles for successful marketing haven’t changed but how you get there and the tools to help figure it out are continuously evolving....
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Share of Voice (SOV) is traditionally a term involved in determining the advertising volume as compared to your competitors. This definition has extended to online visibility to measure your brand’s online share of voice across organic search, PPC (Pay Per Click), social media, blogs and articles generated through Public Relations.Social media is the only platform that publishes ‘UGC’ (User Generated Content) to produce and measure ‘share of voice’, whereas PPC and organic search, their metrics...
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In order to optimize your marketing spend and stay competitive it is important to understand how to increase your share of voice for your brand. As marketers and advertisers you need to know your advertisements and brands resonate in the minds of your target audience. Using the right metrics to quantify and understand how well your advertisement has performed right from the early stages of your campaign can ensure your invested dollars are rightly spent....
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What the CMO of TD Bank Group told Me Recently I attended the DX3 Canada Event where Theresa McLaughlin, EVP and Global Chief Marketing Officer of TD Bank Group spoke on How to Develop a Best-in-Class Marketing Team, claiming if you haven’t updated your marketing skills in the last 5 years your marketing is obsolete.Knowing where marketing is today, how to build a successful team and define the best leaders and partners, are critical to successful...
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Many of us veterans of direct marketing look at the brave new world of modern marketing and find ourselves overwhelmed by digital speak, technology, quantitative methods, and artificial intelligence— much less how to measure ROI. In a recent interview with global management consulting giant McKinsey & Company, Libby Chambers, Chief Strategy, Product and Marketing Officer at Western Union, says:“I’ve spent most of my career in direct marketing, so for me, some of the science has just been...
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Many businesses selling products and services to other businesses are losing out because they focus on pushing products rather than providing solutions. A content strategy is designed to inform, engage and entertain and most of all, tell a compelling story on how your products and services can solve their business challenges. Key reasons why businesses need a content strategyNot uncovering enough sales opportunities before the RFP stage Specs are written for another solution making it...
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The Importance of a Marketing Strategy? How to develop a marketing strategy starts with time and effort in understanding the internal and external influencing factors. Also what is needed is the expertise and experience to identify and quantify the profitability of the marketing opportunities.In summary, the marketing strategy will represent the dynamics of the organization and the marketplace and drive a consensus as to what direction the company should take. What the Marketing Strategy Includes In building a...
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