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The strategic marketing process (Part 2): Planning

This post is the Part 2 of a three-post series to help marketing managers plan, implement and manage a strategic marketing process within their company.

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Topics: Marketing, Strategy

Using Email Marketing for SEO – What Marketers Need to Know

If you are among the 90% of marketing managers who feel your lead generation campaigns are underperforming, it’s time to consider email marketing for SEO.

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Topics: Marketing, Content Marketing, Email Marketing

The strategic marketing process (Part 1): Strategy & Tools

Strategic marketing is a planning process that marketing managers need in order to establish purpose and direction in order to match and exceed their KPIs for each of their brand’s marketing efforts.

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Topics: Marketing, Strategy

What are native ads and how do they apply to your strategy?

Listen up marketers: display advertising’s days are numbered. In fact, I’d even go so far as to say that 98% of paid advertising is a waste of money.  This is especially concerning when eMarketer predicts that the total media spending in Australia will total $10.04 billion in 2016 - up 3.1% from 2015.

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Topics: Lead Generation

The B2B Marketer’s Biggest Social Media Challenges for 2017

Marketing Managers are already beginning to take note of how 2016’s social media data will shape their strategy for 2017. Social media challenges faced in 2016 were more extrinsic, with things like reaching out to influencers (cold) and hosting live Q&A sessions, ranking high for many marketers.

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Topics: Strategy, Social Media

How to get your emails opened, read and clicked

When it comes to getting your emails opened, there are elements of art and science involved. Email is a crucial tool for business. It’s impossible to overstate its importance.

Yet there are two sides to every story and for every piece of published advice that says, “Maximise your marketing with email” there is another piece of advice warning against overuse.

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Topics: Strategy, Content Marketing

Marketing Customer Experiences in 2016: The Good, The Bad & The Ugly

According to Gartner, by 2017, 89% of marketers expect customer experience to be their primary differentiator. This blog post will review marketing customer experiences, both good and bad, and explore how inbound marketing methods can lead you to better customer relations, online and offline.

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Topics: Strategy, Inbound Marketing

What makes a winning marketing technology stack?

How does your marketing technology stack up?

Marketing technology is the tool set used to plan, execute, track and measure each and every digital interaction with consumers.

Yet many of us struggle to use the powerful insights hidden deep within the stack.

The rapid introduction of digital marketing channels over the last three decades has transformed the marketing space into a technology-driven discipline.

As marketers we championed the collection of data as websites, search engines, online advertising, social media channels and email were introduced.

We understood that the digital traces created by users were evidence of their intent: the intent to explore, to compare, to enquire and eventually to buy.

How these digital traces are being stored, managed and analysed may well define competitive business development for the next three decades.

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Topics: Marketing, Marketing Automation

Attending Conferences as a marketer: Networking for Leads

Too many articles exist that tell marketers to “work the room”, or “follow up with potential leads”, but there’s nothing really substantial that you don’t already know being shared. What about the practical things a marketer needs in order to create the most effortless conference experience; one where people seek you and where your services are followed up by potential clients? As monotonous as industry conferences can sometimes be, they are a must for marketers who want to show their genuine beliefs that they can serve potential leads better than any other company.

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Topics: Marketing, Driving Market Leaders, Networking

Introducing the Chief Marketing Technologist


If you are in marketing, you’d better understand what the new role, of Chief Marketing Technologist, is all about.

The Havard Business Review summed up the CMT as “a new type of executive responsible for bringing marketing and technology together”[1].

Simply put, the CMT is the bridge between a CMO and CIO: her task to wisely direct the growing marketing spend on technology whilst translating marketing requirements for IT.

The more marketing invests in systems, software and services that can augment other business functions; the greater the need for someone with broad insight into the deployment, integration and analysis of such technology.

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Topics: Marketing, In The Agency