Tag Archives: marketing

A New Golden Age for Marketing?

10 Mar

The modern field of marketing has had a nice long run — and steadily evolved along with technology and customer trends. So, has the marketing discipline peaked or are the best times still ahead?

According to McKinsey’s Jonathan Gordon and Jesko Perrey, we are entering “the dawn of marketing’s new golden age. Marketers are boosting their precision, broadening their scope, moving more quickly, and telling better stories.”

To summarize Gordon and Perrey:

“Science has permeated marketing for decades. Fans of the television drama Mad Men saw a fictionalized encounter when an IBM System/360 mainframe computer physically displaced the creative department of a late-1960s advertising agency. In reality, though, the 1960s through the early 1990s witnessed a happy marriage of advertising and technology as marketers mastered both the medium of television and the science of Nielsen ratings. These years gave birth to iconic advertising messages in categories ranging from sparkling beverages (‘I’d like to buy the world a Coke’) to credit cards (‘American Express. Don’t leave home without it’) to air travel (‘British Airways: the world’s favourite airline’).”

“Until recently, marketers could be forgiven for looking back wistfully at this golden age as new forces reshaped their world into something completely different. These new trends include a massive proliferation of television and online channels, the transformation of the home PC into a retail channel, the unrelenting rise of mobile social media and gaming, and—with all these trends—a constant battle for the consumer’s attention.”

“The resulting expansion of platforms has propelled consistent growth in marketing expenditures, which now total as much as $1 trillion globally. The efficacy of this spending is under deep scrutiny. For example, in a survey of CEOs, close to three out of four agreed with the following statement: marketers ‘are always asking for more money, but can rarely explain how much incremental business this money will generate.’ Chief marketing officers (CMOs), it appears, don’t disagree: in another recent survey, just over one-third said they had quantitatively proved the impact of their marketing outlays. Paradoxically, though, CEOs are looking to their CMOs more than ever, because they need top-line growth and view marketing as a critical lever to help them achieve it. Can marketers deliver amid ongoing performance pressures?”

Click the image to read a LOT more.
 

 

Marketing Budgets Report 2015

6 Mar

Marketing budgets in 2015 are expected to grow, in some cases, for the first time in years.

As Nicola Cooper reports for Responsys:

“The Econsultancy Marketing Budgets Report 2015, created in association with Oracle Marketing Cloud, delves into marketers’ expected spend for the coming year and is a great opportunity to see whether you are facing similar challenges to the rest of the industry and inform your priorities for the year.”

“Because a customer’s decision to buy now involves many interactions with a brand, delivering an orchestrated approach is essential for any brand to attract and retain customers. It’s clear that our industry is aware of this; this year’s report indicates that nearly three quarters (74%) of the companies surveyed believe they are working towards delivering unified customer experiences, rather than standalone campaigns or interactions. In addition, 71% of the companies surveyed say that they are focusing on ‘breaking down internal silos to better co-ordinate and integrate [their] marketing efforts’. Marketers are unifying marketing strategy as well as unifying the marketing teams delivering those campaigns.”

“More generally, the findings also indicate that marketers are more likely to be increasing overall budgets for the year ahead than at any time since the launch of our first Marketing Budgets Report in 2010, during the height of the economic crisis. Winning areas include marketing technologies and digital marketing, as a result of stronger boardroom support.”

Click the image to read more.
 

 

What Are the Best Ways to Influence People?

20 Jan

Persuasion is a key skill for marketers to master — not manipulation but honesty-based persuasion.

As Emma Snider writes for HubSpot:

“To sell something, you have to convince a buyer that they not only want your offering, they need it. To be clear, I’m not talking about fooling them into buying a piece of junk. Oftentimes, prospects stand to benefit considerably from purchasing a new product or service.”

“Most salespeople swear by personal persuasion tactics that ‘just work.’ But what does science have to say about it? After researching scientific studies on tactics that prompt people to act in a certain way, the folks at Everreach put together the infographic shown below. Instead of deciding which method of persuasion to use based on gut feel, salespeople can now consult the science before proceeding. So before your next meeting or call, think: Which of these six tactics would hold the most sway over this particular buyer? Adjust your approach accordingly and you’ll have them signing on the dotted line in no time. It’s not magic; it’s science.”

 

 

The Best Marketing Books of 2014

31 Dec

To end the year of 2014 on an inspiring note, here are several “best marketing books” lists. How many of these books have you read? Why not add a couple of them to your list of New Year’s resolutions.

ALL the best in 2015! :-)

 

Seven Videos on Marketing Careers

17 Dec

Here are a variety of videos for those considering a career in marketing. They cover a lot of bases for you to think about.
 

How to Start Your Marketing Career

 

A Realistic Job Preview: Jose, Multicultural Marketing Communications Director, Comcast

 

Product Marketing Opportunities at Amazon Web Services

 

A Career in Marketing…Ng Ee Chuan, Head of China Sales at Bloomberg

 

Market Director, Greg D. on Career Mobility – Exploring Careers at Chase

 

Product Management & Marketing Careers at Optum

 
What Do You Look for in an Employee? by Tracey Abbott, VP Strategic Planning at Footlocker

 
Several of these videos suggested by Ana Luiza Loures.
 

Best Jobs for Young People: Marketing Manager is Number One!

8 Oct

Would it surprise you to learn that — according to Glassdoor — the number one job for young adults is marketing manager? :-)

As reported by Aaron Taube and Skye Gould for Business Insider:

“As young people determine who they’re going to be, one of the top concerns on everybody’s mind is finding a job that will make them happy. That’s why Glassdoor set out to determine the 10 best jobs for people in their 20s. To compile the list, Glassdoor looked at job reviews left on its site by employees between the ages of 20 and 29 over the past three years. In each of the reviews, employees rated their job satisfaction on a scale of 1 to 5, with 1 being very dissatisfied and 5 being very satisfied.”

“Twenty-somethings gave marketing manager an average satisfaction rating of 4.0, making it the top job for young professionals. Glassdoor community expert Scott Dobroski says its appeal lies in the way it gives young people the best of both worlds: a clear, defined career path alongside the opportunity to be creative in a collaborative environment.”

Take a look at the infographic prepared by Business Insider.

 

 
Post suggested by Ana Luiza Loures

 

Thinking About a Career in Marketing?

5 Jul

In the slideshow below, learn about the vast range of job possibilities in marketing, the kinds of organizations that employ marketers, and annual compensation for many marketing-related jobs.
 
 

 

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