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Posts tagged with Marketing

Example of Focus on Experience not Features

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.


Multilingual e-commerce: US and UK trends

US internet retailers are more likely than their UK counterparts to target Brazilian and Chinese markets in the next year.

However, all agree that use of social media networks and website translations are fundamentally important tools for making progress into international e-commerce markets.

After attending two events, most recently the IRCE in Chicago, USA and the IRX in Birmingham, UK back in March, I found several crucial differences in the way that companies in the US and UK were approaching the various international retail markets.

Marketing Oriented Technology Organisation

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...


Demand for digital marketing freelancers soars: trends

Hiring online freelancers for marketing roles and projects is a trend that has experienced significant growth over the last year.

We’ve seen a 106% increase in digital marketing jobs posted on Elance for the 12 months leading up to March 2012. And, the increase from UK businesses was even greater (124%).

There has also been a 215% increase in marketing jobs completed and a 188% increase in client spend.

In the first of a series of monthly posts, I'll look at more trends in digital marketing jobs...


Cross-pollination: Digital Electioneering is much like digital marketing

Many of the challenges being discussed at the Campaign Tech 2012 conference today in Washington DC will be familiar to Econsultancy readers in the brand world.

How do you reach influencers? What can you do with “big data?” What’s going on with mobile? Where are viewers headed?

And above all else, how do you get your message in front of them?


Digital marketing to Hispanics in the US

The 2010 US Census reported over 50 million Hispanics living in the US, accounting for 15.2 million of the total US population growth.

With the explosive growth of the US Hispanic population, it is baffling to see that many businesses are still not marketing directly to this segment. This may be due to a lack of understanding about the audience and why marketing to them directly makes sense. Also, there is the question of where to find them and how to reach them.

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Social media and the law: forecasted developments in 2012

The article covers Social Media and the Law, two areas that are becoming an increasingly hot topic.

Based on the law suits involving social media in 2011, 2012 will see further developments and changes to many of the platforms that we have become so accustomed to.


Email census: only 3% of companies optimise for priority inbox

Econsultancy’s Email Marketing Industry Census, sponsored by Adestra, has for the past five years been assessing how companies and agencies are adapting to meet the challenges and opportunities present in the email marketing channel.

With email being rated very highly as a channel for return on investment (second only to SEO), but the effectiveness of ‘batch and blast’ techniques decreasing, it is important that marketers stay ahead of the game to maintain its effectiveness.


Email Census shows link between email best practice and strong ROI

The results of our sixth annual Email Marketing Industry Census 2012, published today in association with Adestra, has shown that companies consider the ROI from email marketing to be higher than for most other digital channels including social media marketing.

In fact, in terms of the company respondents who said that email marketing was “excellent” or “good” for return on investment, email was higher than any other channel except SEO.

This year's study has also found that companies adopting best practice and using ESP platform functionality (beyond basic 'batch and blast'), are significantly more likely to see a strong financial return from their email campaigns. 


Love is in the air… but not always in the inbox

Valentine’s Day is a difficult one for single people, and a great many of the UK’s 15m singles turn to online dating sites to find a special someone with whom to spend the evening.

Research suggests that there are 24m first dates in the UK each year,  of which 69% are arranged through online dating.

As a result, online dating is an enormously competitive market, and sites must send relevant, engaging email that perfectly matches their subscribers’ wants and needs.


What are the digital marketing opportunities Down Under?

The shifting digital economy is something I've written about in depth previously, with the main focus of my thoughts being the BRIC countries and other parts of Asia.

Recently, though, I'm seeing growing evidence pointing towards the fact that Australia should probably be given an equal amount of due care and attention as these other countries in the coming few years, by marketers both inside and outside the country.

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How will you invest your 2012 marketing budget?

Econsultancy has launched its annual research aimed at uncovering where companies will be investing their marketing budgets in 2012. As usual, those taking the survey, sponsored by Experian Marketing Services, will get a free copy of the report when it is published early next year.  

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