There’s a danger in remaining overly confined within your own industry’s thought bubble. Reading and listening to peers too much can cloud your view of your job, as well as the industry as a whole. It pulls you in a direction that ultimately does more harm than good.
For example, much is being written at the moment about how the majority of marketing produced isn’t fit for purpose because it’s so bad. I see articles like this all the time, and I’m as guilty as anyone in writing them.
At a geopolitical level, there’s evidence to support the notion that democratically-governed countries produce higher levels of innovation than autocracies. But does that hold true when we’re talking about industries, businesses serving those industries, or departments within those businesses? I’m not so sure.
You can’t help falling over organizations of every size and persuasion boasting about the flatness of their corporate hierarchy. “We don’t have departments, we have teams. We encourage debate and discussion at all levels” and so on.
But based on the observations from my ‘fly-on-the-wall’ vantage point, dealing with businesses of every size and industry, the reality…
Most of my working day is spent talking with business owners or marketing managers.
Subjects can range anywhere from whether I think they should redesign their website to generate more traffic, to why their Facebook ads are underperforming.
But the single biggest inquiry we get as an agency is from owners of e-commerce sites. And, since it’s the most ubiquitous e-commerce platform around, that usually means Shopify.
Before we continue, a quick nod of appreciation to the other shopping platforms. Hi there BigCommerce, PrestaShop, Magento, plugins like WooCommerce, or site builders with e-commerce features such as SquareSpace. We love all…
In the old days, the role of marketing within an organization was more straightforward. Its confines were clearer too, especially against a backdrop of B2B sales. Today, truly effective marketing needs to expand into previously-restricted departments such as Sales, Support, IT, and even Finance. Marketing is no longer (just) about marketing.
Businesses continue to struggle to work out how and when to engage with customers in this new environment. Our personal, professional, and physical lives are overlapping in ways that no-one could have anticipated a few months ago. Companies, as well as entire industries, are having to transform their business…
None of us know what the next 12 months have in store in terms of social distancing, mask-wearing, or vaccines. Regardless of that, whatever you previously thought marketing was must now change.
Thirteen years ago, when we launched our agency, part of my time was spent convincing business owners of the importance of a marketing plan. At the time, many of them remained unconvinced. It wasn’t because they didn’t recognize its importance. They had decided it didn’t apply to themselves or their business.
Today, implementing marketing efforts as a systematic part of doing business is still — unfortunately — a…
It doesn’t matter whether you call it an RFP (Request For Proposal), RFQ (Request for Quotation), or RFI (Request For Information). Using a rigid, pre-determined checklist as the basis for selecting a marketing services provider is one of the worst things a business can do.
For many businesses, the process of selecting a supplier for a required product or service is determined by a formal selection process — an “RFP”.
Selecting a vendor by RFP would seem to make a lot of sense. You ensure each potential supplier answers the same questions. In return you get a clearer idea of…
Well, this is all pretty bonkers, isn’t it?
Like many people, the past weeks have seen my email inbox filled with heartfelt wishes for my continued good health and current working situation. Sometimes these wishes are extended to the immediate members of my family.
But these sentiments of concern and goodwill aren’t from friends, colleagues, or clients. They’re from companies. Companies that, in many cases, I don’t even know.
In the space of a few weeks, COVID-19 has turned the entire world upside down. As I write this, around 20% of the world’s population is under some kind of lockdown…
While social media continues to lose some of the sociability it once enjoyed, Google seems to be taking more and more search clicks away from businesses. What on earth is going on?
Back when social media channels started to gain traction with the general public (thereby putting them on the radar with marketers) their engagement promise was very different to the reality we have today.
For a business, social media channels seemed to offer a compelling proposition. A real time opportunity to spread ideas, promote interaction and conversation, increase visibility, raise customer service, and all the rest.
So what went…
One of the hardest things in business is to work out what price to charge for your product or service. This becomes even more of a headache if you’re selling a premium product.
Price your product too high and you risk losing sales to competitors offering something (at least in your customer’s eyes) seen as similar, but cheaper. On the other hand underpricing doesn’t just fix your product’s perceived value position at a lower level (making it nigh-on impossible to raise prices later). …
Recently I was discussing a potential marketing project with the CEO of an engineering company. He was looking for a marketing agency to help grow revenue for his business and develop a more scalable customer acquisition process for his company’s sales team.
I described our 4-stage process when onboarding any new client. Diagnosing the underlying issues, understanding the market space and competitive landscape, developing a strategy, then putting together a tactical plan to deliver on that strategy. Our process is nothing particularly revolutionary — most agencies follow a similar plan in order to deliver the expected sales results.