strategy

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Digital leader Rosemary Lising on marketing strategy & brand leadership

One of the unique aspects of Econsultancy events is that they focus on having marketers speak to other marketers.

Whether its roundtable discussions, webinars, or more standard speaker/audience get-togethers, marketers get to hear from other people in their industry about the latest trends, best practices, and frustrations with the industry.

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Five key skills of the modern marketer

Great marketing is not hard to define:  great marketing matters. It is helpful and relevant. It is engaging. Great marketing is about recognizing customer need and increasing brand value, not company interests.

That maxim has never been more true in our digital era. Although most agree that a customer-centric mindset is the foundation for all modern marketing success, truly customer centric marketing remains elusive. Only one in five organizations (22%) even have a customer experience management strategy (Source: Econsultancy’s Customer Experience Management report).

omnichannel

Why are we still talking omni-bollocks?

Why are we still talking omni-bollocks, when we should be talking retail?

Why all the jargon?

Why all the omni-channel cliches and the multi-channel job titles? Why all the endless debates about whether digital is right for a brand or not, or digital versus in-store?

What is digital product management?

If ‘digital transformation’ could be defined by just one of its constituent parts, it might well be digital product management.

So, what is digital product management and how can it be implemented?

What makes a good (or bad) digital agency pitch?

I’m going to advance some of my personal opinions here, but I’m sure you have your own experiences of good and bad digital agency pitches.

Please confess all in the comments below, naming no names, of course.

Has ‘digital’ become an anachronism?

I was struck by the news that Adam & Eve/DDB has dropped ‘digital’ from its job titles.

Firstly, what a perfect piece of PR. But there’s more to it than that; the agency is an early mover in the next stage of an ideological regression that has been happening for a while now.

There’s a backlash against technology, against third-party solutions, corrupt ad models, poor creative and even content marketing.

Agencies want to get back to ‘the work’.

Sure, retailers changed their Black Friday strategies. But did the customers?

In US stores, sales and footfall were down 10%, according to ShopperTrak; in the UK, we saw footage of empty stores on the morning of Black Friday.

Yep, there seemed to be something different about Black Friday this year, with retailers increasingly embracing ecommerce.

change in retailer strategy was well documented. Longer sales, more considered discounts, more discounts available online (and earlier); all these changes herald the beginning of what is now a shopping season, not a one-off event before Christmas.

Let’s look at how have retailer strategy might have correlated with consumer transactions and traffic online.

Which retailer has the best Black Friday strategy?

2015 has seen retailers continue to evolve their Black Friday strategies, with many spreading sales across the period.

UK retailers, in particular, have learnt from last year’s bumper day (a breakthrough for the holiday in the UK) and either dropped out from the race or tried to spread demand.

Let’s have a look at the strategies being adopted by a number of major retailers.