Posts by Annmarie Hanlon
Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL within the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. Annmarie has written several SAGE textbooks including Digital Marketing, Digital Business and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing. Her textbooks are adopted in nearly 30 countries by over 100 universities and are the leading textbooks in SAGE’s digital topic collections.
McKinsey’s consumer decision journey model helps you identify the moment of purchase, while the RACE Framework helps you build a strategy to get there. Use these customer journey models to win more customers Based on empirical research, in 2009, McKinsey …..
Three essential steps to kickstart Digital Transformation Digital Transformation is a focus for many organizations right now and as you can see from the Google Trends search volumes, it’s increasing in popularity recently. As with any change within an organization, …..
Do you know your 4Cs from your 4Cs? Read more about these two marketing models, plus find practical examples to apply to your marketing strategy What is the 4Cs marketing model? Two groups of marketers have created the 4Cs marketing …..
The 5Is model from Forrester can help to structure your digital marketing Forrester is a well-established market research company focusing on business applications of digital technology and media and over the years, the team from Forrester have developed a number …..
An introduction to the what, why and how of digital transformation covering examples and 5 key challenges to overcome We’re working in an era where the development of technology exceeds companies’ capabilities to manage the challenges created by the technology. …..
Make sure you avoid these classic campaign planning mistakes We’ve all seen it. The #fail where a company that’s big enough to know better, completely messes up. The odd thing is that this continues to happen and I guess until …..
Semantic Web, Knowledge Graphs, Social Media and Memes As a PhD student, I’m keen to discover the latest academic research, which often happens at conferences. Although my main area of research is within marketing, my specialist area is social media. This …..
Digital marketing models to provide useful frameworks for digital audits, planning and strategy If you are a marketing manager needing to create a digital marketing plan or conduct an audit or review online communications, models provide a helpful flow as …..
Innovative First Car Quote project stalls just before launch You’ll know that Facebook is the largest social media network in the world with over 1.13 billion daily active users and 1.03 billion mobile daily active users. Advertising on Facebook has …..
How to use the 4Cs to refine your value proposition The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book ‘Foundations of Marketing’ (2009). Once …..
