Competing on Insight The Right Way
By Stephen Shaw Marketers have more customer data to work with than ever before —so why are they still struggling to convert numbers into meaningful insight? Getting answers that lead to breakthrough strategy starts with knowing the right questions to ask. A few years ago, one of this country’s leading …
Content That Matters: An Interview with Ann Handley, Chief Content Officer, MarketingProfs
Ann Handley is the Chief Content Officer of MarketingProfs and the best-selling author of two books on content marketing. By Stephen Shaw At a time of crisis brands usually prefer to play it safe. Which is why their expressions of solidarity rarely rise above the level of greeting card sentiment. …
Time to Rely on Marketing, Not Cut It
By Allen Davidov During an unprecedented period like we are experiencing during the COVID-19 pandemic, decisions about marketing could not be more front and centre. Instincts may suggest the prudent choice for many leaders is to act defensively, cutting expenses or scaling back areas that do not always have a …
Why Marketers Need PR
By Janine Allen The long-held view of marketing is that it includes the 5 “Ps” — product, place, price, promotion and people. The case can also be made for a 6th “P” — public relations. The interaction between public relations and marketing is a symbiotic and mutually beneficial relationship. As …