In a year of Covid chaos, consistency and compatibility are the key watchwords for marketers

Session If you're reading this and not having a great day for whatever reason, then one surefire way to feel better is to look at 2020 prediction articles issued at the start of this year. MarketingTech's is a good example. To paraphrase Winston Churchill, never in the field of marketing predictions was so much gotten wrong by so many.

Okay, it is unfair to expect marketing executives to predict a global pandemic. In one way, of course, their forecasts were right around...

11 November 2020 | Campaigns

Q&A: Jake Athey, Widen: On common mistakes marketers make with DAM – and realigning content post-Covid

For marketing professionals today, a lot of the job depends on their ability to not let things get on top of them. Data and data sources are increasing, as are the number of tools at hand to deal with them. What companies need, therefore, is something to centralise processes and smooth out the rough edges.

Ahead of his session at DMWF Europe Virtual on 24-25 November, Jake Athey, VP marketing and customer experience at digital asset management (DAM) software provider Widen, spoke...

11 November 2020 | Content Marketing

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...

9 November 2020 | Automation

Infosys report explores CMO-CIO collaboration as key to post-Covid digital success

Almost half of top-tier companies believe a collaborative relationship between the chief marketing officer (CMO) and chief information officer (CIO) could boost profitability by at least 5%, according to a new report.

The study, from Indian IT services and consulting provider Infosys, conducted surveys with more than 750 CXOs from companies with more than $500 million in revenue, as well as 220 business leaders. The focus of the report was CMO-CIO collaboration and the concept of...

5 November 2020 | CMO

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...

14 October 2020 | Advertising

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...

12 October 2020 | Branding

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...

6 October 2020 | Advertising

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...

30 September 2020 | Automation

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...

15 September 2020 | Best Practice

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...

15 September 2020 | Customer Experience