Paul Cook

About Paul Cook

Six tips for becoming a marketing-oriented technology company: part two

The question of how to define marketing, especially in a technology organisation, as opposed to sales, remains one of my favorite questions.

The best answer I’ve heard was from a former SVP Marketing as SPSS, “As a company goes in to battle, marketing is like the bombers whereas sales are the infantry. Marketing bombs ahead and provides the air support to sales”.

I love this analogy and to take it a step further I believe the sooner you expect an activity to pay back the less likely it is to be true marketing as opposed to selling. 

Being at the heart of two tech organisations I can now share six tips from my experience on how to become a marketing oriented technology company.  

I hope you’ve put the tips from part one into practice; this is part two with my three final tips.

Six tips for becoming a marketing-oriented technology company: part one

“What is Marketing?” Mark Ritson asked me when I took his course at London Business School ten years ago.

Ironically, marketing has an image problem and dispelling these myths is the enabler to great marketing decisions.

Being at the heart of two tech organisations I can now share six tips from my experience on how to become a marketing oriented technology company. This will come in two parts with these three tips now to start you off…

Assessing the impact of Google Secure Search (SSL)

When Google revealed last October it would be making Secure Search the default for logged-in users, online marketers were rightly concerned but perhaps not quite concerned enough.

Our figures show that SSL accounts for much more than the 10% of search traffic Google initially estimated.

Taking action on data privacy: tag management looks mandatory

The question on privacy is now not about what the law will require (we know what legislators want), it is what technical fixes can be made to comply.

New rules to prevent the digital industry from tracking user behaviour on the web without their explicit consent are pending both in the US and Europe and, as yet, we see little activity by advertisers to make ready.

10 essentials of e-commerce optimization & attribution: Part one

Online shoppers are a fickle lot and the competition for their attention and their spend in utterly fierce. Consequently, optimizing every aspect of your e-commerce program, and the tags that manage them, is absolutely essential.

Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can – and do – take to optimize online sales.

Social media and SEO massively undervalued: study

Now that TagMan has been tracking all the activity of some very big clients for a substantial period of time, we can provide some pretty definitive answers about how different campaigns appear in, and contribute to, the path to conversion.

From this data, we have proof that natural search and social media channels are vastly undervalued, while the effect of paid search is overstated… 

Before we take path-to-conversion reporting for granted…

One day, you might ask ‘what the hell have path-to-conversion reports ever done for us?’ These reports now exist, are a massive leap forward and are already driving some advertisers to better online marketing plans.

However, given the pace of change and the ease with which we take such advances in our stride, here’s a pre-emptive strike against us ever taking full path-to-conversion reporting for granted.

Optimise paths to conversion, not channels

Forget last click, first click or even our own ‘best click’, one of our favorite clients, Boden, has been talking brilliantly about how, now they can see all their customers’ paths to conversion,  their mission is to optimise these and not necessarily the individual channels that make them up.