Share of Search is marketing’s decisive new metric. Its fans say it should replace Share of Voice, which has long been a primary tool for setting budgets and predicting growth. However, digital media now makes it impossible to produce a credible Share-of-Voice calculation. Share of Search could be the superior tool.
Marketing has long been a lightweight player in too many old-school Boardrooms, dominated by people with finance and legal backgrounds. As it is not regarded as mission critical, Marketing’s Opex budget profile is typically the first to receive a haircut when challenging times are experienced as they are now. Growth Colony’s Shahin Hoda and I explore what Marketers should be doing to better engage, communicate the customer first imperative and earn commercial credibility in our robust podcast conversation.
Traditional IT (Information Technology) is over. Today’s conventional IT organisations spend far too much time in conflict with “the business”.…
Launched six years ago, Watermark Consulting’s annual Customer Experience ROI Study illustrates why, according to the firm’s founder Jon Picoult,…
Good summary of the state of marketing in 50 slides from marketing management software company Percolate: Here are my takeaways:…
Marketing Magazine’s industry advisory board chairman and Deakin University senior lecturer Michael Valos recently asked two good questions for an…
Analytical skills are not technical skills, they’re thinking skills that every competent manager should master, according to an excellent Kellogg…
More than a decade after the Internet hit prime time and stayed there, marketing and sales organisations are consistently missing…
Are you building and supporting concise, real-time, visual dashboards to better enable stakeholders to understand and respond to Marketing’s contribution?…
Senior executives do not regard marketing results as important when making key decisions, according to a recent Forrester Research report,…
