How do you measure success in the new marketing paradigm? For 7 out of 10 CEOs, the #1 goal of marketing is revenue generation. And as a result, the only true measure of marketing success is customer conversion. Now more than ever, today’s marketers are adopting metrics that are tied directly to revenue-related business goals. […]
Tactical Tunnel Vision
Tactical tunnel vision: When all you have is a hammer, everything looks like a nail. Marketing managers today rely on teams of tactical agencies, each a specialist in a specific area of expertise. Content agencies. Digital agencies. PR firms. Creative boutiques. Direct marketers. Website designers. Social media experts. The list of hyper-specialized tactical agencies goes […]
CMOs want more strategic thinking from their agency partners. Why aren’t they getting it?
In a 2017 survey of CMOs conducted by the Data & Marketing Association (DMA), marketing managers revealed that one of their greatest concerns is “the inability of their agency partners to provide good, long-term strategic thinking”. They’re right to be concerned. A concurrent DMA study surveyed agencies nationwide and made a surprising discovery: Nearly one-third […]
Don’t Let Design Get in the Way of Your Message
We’ve all seen it. A TV spot that’s funny but you ultimately miss the product message and can’t recall the sponsor. The same is true of design. A great message can be masked by an overpowering design. This is one of the first mistakes a marketer makes: letting the design or clever idea overpower your […]
Is your website generating leads? Here’s how to fix it.
It seems a lot of time and money are wasted these days on digital marketing efforts when all clicks lead to the home page. Don’t get me wrong; I’m a big fan of home pages, but they end up being more informative and directional rather than the lead generation machines we want them to be. […]