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With the ever-rising importance of social media and online PR, marketers are rapidly adapting their methods of budgeting, reporting, and investing in paid owned and earned media to reach and engage their customers

Investment in media is frequently grouped into the 3 media 'buckets' of earned, shared and paid which each give opportunities to influence customers. None of these media types are new, but what is new is the increasing prominence given to owned and earned media while paid media has always dominated in the past. It’s a positive move since it poses questions about how best to measure the returns from social media and set the investment at the right level. [si_cta_banner id=151860] In some sectors, there may be a tendency to focus more on the typically higher-cost paid media or lower-cost earned and owned media, but we recommend a balanced approach will often work best for "always-on" media activities,…

Today, tech marketers and managers advocate for IT and high tech both internally in their businesses and externally to their target markets. We've got the marketing tools and training you need.

Looking to strengthen your technology company's marketing strategy? As marketers, we are all striving to apply data and customer insights to our marketing activities. But in the IT and high tech sector, with competition at an all-time high, this approach is absolutely critical. Our tried and tested tech marketing solutions support IT and high tech marketing professionals to plan, manage, and optimize their marketing strategy, and win more customers.

Why invest in strategic marketing for your tech company?

If you haven't already got an omnichannel marketing strategy in place, now is the time to develop your marketing to compete in the competitive, growing, IT and high tech marketplace. As McKinsey found in their UK B2B COVID-19 survey, the technology, media…

Planning how companies communicate with customers has always been an important aspect of marketing strategy. But the introduction of new omnichannel marketing technologies in the era of digital disruption makes it even more crucial today

The pace of innovation continues to drive new options for reaching customers across a number of key channels. Savvy business leaders know that to thrive in this market, they must be ready to adapt and develop their strategies. For example, Omnichannel marketing is now recognized as an essential approach for all businesses with an online presence. But how does omnichannel relate back to your customer? Twenty years ago, when digital channels didn’t have the diversity and importance they do now, the choice of which channel to use and how best to connect with customers didn’t influence customer service outcomes so heavily. Today, however, customers have an astounding number of options for communicating with companies — and businesses…

As digital transformation continues to shape the new relationship between healthcare providers and their customers, upskill your pharma marketing team with the key digital skills and tools to improve performance

The question of the key digital skills and tools in the pharma industry is an ongoing challenge. Pharma marketing generalists plan and optimize marketing strategies, campaigns and product launches, requiring a T-shaped digital skillset and continuous professional development to oversee all marketing activity. Pharma digital specialists manage day-to-day optimization of key digital channels, the new front-line of customer engagement. Investment in tools and training for these staff is crucial for your company's growth. Of course, the breakdown of these channels will depend on your pharma company's positioning and target markets, which we will visit further on in the article.

Why invest in digital marketing for pharma?

Improved distribution of, and accessibility to, pharmaceutical data and information is accelerating customer-centric disruption…

This tube map is a great way to summarise online marketing options to non-digital specialists or to check your digital media knowledge for skills gaps

You will know from our digital media infographics and success maps that we're big fans of using visuals to help simplify the understanding of the many opportunities in digital media. Here's a visual representation of online media options we wish we had thought of! It's from our friends over at agency Hallam Internet and needs no further explanation.

The 2020 digital marketing map

You can get a higher resolution version of the visual from Hallam Internet.

The 2013 digital marketing map

I originally shared this infographic back in 2013 and since then a lot has happened as digital platforms have developed. I'm prompted to update it since Susan Hallam…