84% of companies hire at least one agency for a marketing or advertising service.
Not only this, but companies are choosing to hire 2 if not 3 agencies across the multiple disciplines.
Clutch highlight that this is hardly surprising given the vast amount of disciplines and channels the average CMO is having to work across.
Given this, it makes sense that they are choosing to hire multiple agencies, as well as their own in-house teams to tackle the multi-channel campaigns targeting multiple audiences, sometimes across different sectors.
Data: Survey of 500 respondents who work in a marketing role at companies with at least 500 employees. About half come from companies with 1000+ employees. 88% are manager level or higher
Source: Clutch Enterprise Marketing Survey
Date: Aug 2016
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Mobile websites aren't just desktop sites on wheels. Plan your mobile strategy accordingly
In the latest in our series of videos with sticky marketing, Dave talks about mobile strategy and tactics. He goes over some the common mistakes marketers often make with mobile, so you can avoid them.
If you can't watch the video for whatever reason, we've got a transcript for you below!
Grant Leboff: Dave of course one of the biggest things that have happened in the last few years is the impact of mobile on marketing and how that's affecting the way people communicate and some of the things they have to consider when they're putting communications together. What for you are perhaps the biggest things that marketing managers, business owners have to start considering in a mobile age?
Dave Chaffey: Well, yeah, certainly a massive impact, and in particular we're looking at smartphone because I think…
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19 Aug 2016
How to go about transforming your business in a competitive market
We live in a time of digital Darwinism, an era when technology and its impact on business and society are constant with varying, but inevitable, degrees of both evolution and revolution. The effect of digital Darwinism is real and it’s enlivened though changes in people (your customers, employees and partners) and how markets are advancing as a result. To thrive in these times, many companies are investing in digital transformation to drive business evolution and modernization. In fact, all the big research firms and consultancies from Deloitte to Accenture to CapGemini and also my team at Altimeter Group are dedicating significant resources to study how companies are changing because of digital.
For all of its exposure (or over exposure), digital transformation is relatively young and still developing with much still to understand. For example, in my previous research, I found that…
Luke Bilton, Director of Digital at UBM, interviews Claire Hazle of Marie Curie
Claire Hazle, Head of Digital for Marie Curie, is taking the charity through a period of transformation… just don’t call it ‘digital’.
“Digital transformation is business transformation. A business strategy with digital at the heart of it.”
Claire Hazle, Head of Digital at Marie Curie
Speaking at a Digital Transformation conference earlier this month, Claire explained the transformation journey that the team have been through.
In 2012, Marie Curie commissioned a review of their digital capabilities and found they were 3 to 5 years behind charities of a similar size, with talent dispersed across the group with no strategic digital direction to bind them.
The independent report highlighted the charity would face significant limitations to future income if they did not improve the digital channels to make it easy to recruit and…
The 12 key areas you need to get right for a successful digital transformation project.
Transforming digitally is a complex process for companies to accomplish. They must look at how the digital age is impacting their business process and will have to make difficult decisions. The longer a company has been in operation the harder it can be to make the changes required. Newer companies can find the process of digital transformation a less daunting task as they have been created in a digital environment. They can be more attuned to the various factors that are affecting the modern business landscape. Many companies will be somewhere in the middle between these two outlying examples and have various parts of their business already digital but other parts that need more work. If you’re currently considering embarking on the digital transformation process, or if the process is already underway in your company, consider these 12…
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15 Aug 2016
Take the Opposite approach to Digital Transformation
“The one constant of change is that it’s always for someone else...except it's not.”
Today's customers demand to be recognized across every channel, whether online or offline. They don't care about which part of the company they are dealing with, to them, there's only one brand. Yet, companies continue to give customers a disconnected experience, with sales, service and marketing each working to engage the audience on their own, without coordinating their efforts. It makes customers frustrated, disengaged and disloyal. In a 2013 research study by Oracle, 89% of customers said they had switched brands due to a bad customer experience.
The convergence of technology and behavior is only accelerating and the butterfly effect it causes is transformative and disruptive. Markets are shifting to such extent that they open the door to innovation with new products, services and ways of doing business becoming the norm as…
Social media is massively disrupting the online news industry
The era of online publishers may be coming to its end. More and more statistics are showing that people receive news from sites such as Facebook rather than going to traditional media sources. Furthermore, once people read news from social outlets, they generally discuss the stories on their on Facebook and Twitter pages rather than on the sites where the pieces originated. This means, online publishers are losing traffic as a result of social media rather than experiencing further growth.
Since Facebook announced its new “Instant Articles” feature, which allows anyone to publish articles almost automatically, the threat is becoming even more real. After all, if anyone can produce content with automatic access to a built-in audience as well as conversational tools, why would anyone ever need authentic online news sources?
This is the dilemma the industry is currently facing--and the signs are…
A look at marketing through the lens of economics
I wouldn't call Mark Ritson a hero of mine, that'd be far too lame and I'm sure he'd laugh at me if he found out. But I think he makes some rather important points and I tend to sit up and listen whenever he has something to say.
Recently he has been bemoaning the 'tactification of marketing', which I think is an important enough issue to warrant making up the word 'tactification'. Marketers are increasingly distracted by the latest 'shiny object', and go chasing after it. This leaves them with less time, inclination and ability to sit down and think long and hard about the things which really make marketing campaigns successful; proper research, segmentation, positioning and strategy. The result is to dumb down the discipline and open the door to a whole host of people who are great communicators to call themselves…
With GDPR on hold because of Brexit, new UK legislation is set to come into force
With the UK's Brexit vote, the adoption and implementation of the proposed European General Data Protection Regulation (GDPR) is now seeming less likely. In this briefing, I will cover the latest announcements and explain about new legislation that UK marketers will need to be aware of that will influence future rules governing the use of consumer data.
Parliament has now approved the first reading of the Digital Economy Bill that will instruct the Information Commissioner to prepare a code of practice on direct marketing with a clear instruction that relevant parties from within the direct marketing industry must be consulted.
In addition, Minister of State at the Department of Business Energy and Industrial Strategy, Baroness Neville Rolfe, has called for contributions in shaping the future of regulation by declaring…
The Basics Of SEO Copywriting: How to write for search engines and get more traffic
Once upon a time, people were the only possible intended audience for a piece of writing. Sure, you could run it by your dog for a bit of creative input, but his opinion was rarely useful, and invariably involved the addition of ‘woofs’ at inappropriate points.
Now we write for machines as well as humans. Not as all-powerful overlords (well, maybe a little), but as gatekeepers determining what content is worthy to be seen by their fleshy counterparts.
Before you can get your content where it can do some good – in front of your customers' eyes - it must first be judged and assigned a ranking. This ranking shows how relevant the search engine thinks your web page is for the search term that has been entered. And it determines when your web page will be shown,…
