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Every marketing team in every organisation is having to deal with a furious pace of change in all areas of business.
Customer behaviour, technology, media, data analysis, the way we connect and interact with one another and companies… All these trends are evolving exponentially, but not necessarily at the same speed or in the same way in every territory.
This creates many challenges for marketers with a global remit.
The gap between sales and marketing isn’t as huge an issue as it used to be.
Technology is certainly making things easier, with lead scoring and collaboration tools enabling sales to get involved with the marketing process.
Content marketing is currently one of the most important trends in digital, and it’s one that presents a huge challenge for Western brands hoping to expand into the Asia-Pacific region.
It’s tempting to view the region as one entity for marketing campaigns, but language and cultural barriers mean that really isn’t the case.
To find out more about how to approach content marketing in APAC, I spoke to Julia Tan from Mynewsdesk in Singapore.
Kate Dale is the head of brand and digital strategy at Sport England and was responsible for leading its phenomenally successful #ThisGirlCan campaign.
Today at our brand new Video Masterclass event, a conference brought to you by Econsultancy and Marketing Week, Kate Dale spoke about the campaign and how it achieved genuine engagement.
Does content marketing need to evolve so it doesn’t go the way of the humble pager?
We marketers talk about content and storytelling a lot, but we may have taken our eyes off the most important thing of all: what our customers think.
You know how content marketing is the saviour of digital marketing? I’m sure you’ve heard that once or twice before.
Especially now that display advertising is all but dead in the water and native advertising is ethically dubious at best.
A lot of attention has been paid to the effects of Google’s latest updates to its search algorithm.
And rightly so, as the latest changes give long overdue improved ranking to sites that have been optimised for mobile.
Looking to create interesting, popular content?
Use data to determine the questions your audience are asking, then add your expertise to provide engaging answers to hold your readers attention.
As online grocery shopping becomes increasingly popular retailers need to find ways of generating traffic and attracting new customers.
Content marketing is one way of achieving this, though competition is fierce in the world of online food and recipe ideas.
Content marketing is the axiom we all live and die by in the current digital marketing world, if you’re not producing content and marketing it successfully, then "the present is no place for you, Grandad".
Many popular brands are using activations to build popularity and give the consumer an experience that will make them feel a real personal connection to the company.
Fender and Gibson are the two most iconic guitar brands in the world.
Last week I took a look at Gibson’s excellent content marketing strategy and today, you guessed it, I’m going to do the same for Fender.