Lorna Keane is Editorial Manager for GlobalWebIndex. Working as part of the marketing team, her aim is to bring the most relevant, helpful and useful content to the valued GWI audience. With several years of experience in editorial and content marketing, she wants to help every marketer in this increasingly complex landscape to uncover the secret to Marketing that Works.
What does it take to carve out a great marketing strategy? This is a question that begins with careful planning, along with some simple truths around your objectives and the ideas driving your message. Before you can begin to map out the practicalities of a campaign and allocate the right spend, certain questions must be taken into account - questions that will keep you from veering off track, and help steer your creative efforts in the right direction.
View full post
Social media has transformed the way consumers interact with brands. No longer a one-way relationship, people now expect a dialogue. Social media is where this conversation is often initiated, developed and sustained, but just as starting a conversation with a total stranger might invite a wary response, so too does your organization need a plan of action.View full post
The path to purchase may still revolve around some key stages, but the journey itself has changed dramatically. Consumers today are using multiple devices to learn, compare, share, consume and make purchasing decisions. Increasingly, the journey spans a number of touchpoints, from websites to review sites and social media, with every single experience impacting a consumer’s decision.View full post
Marketing that works starts with understanding your audience. In fact, the more you know about your consumer, the more accurate your targeting will be. For agency planners, this process starts with insights. Using the GlobalWebIndex platform to steer their marketing in the most audience-centric direction, creative communications agencies like Southpaw say their best work starts with painting a precise, detailed and holistic picture of their consumer. “The audience and consumer are a key focus for us” says Tom Primrose, Planner at Southpaw.
View full post
A number of questions surround the marketing game today, but regardless of industry, budget, company or campaign, one is asked more often than most: “How can I measure my marketing and offer quantifiable proof that my tactics are working?” With more focus on data and analytics than ever, marketing and revenue teams are working closer together as the pressure mounts to ensure a marketing Return on Investment (ROI).View full post
Strategic media planning is not what it once was. Not only is understanding consumer behaviors and attitudes now more of a challenge, the availability of data and the ability to apply complex analysis is transforming what’s possible.
View full post
Al Ries famously said, “marketing is not a battle of products, it’s a battle of perceptions.” Successfully shifting consumer perceptions in today’s media landscape is no easy feat, a challenge that begins and ends with a deep understanding of your audience. For the marketing and advertising world of 2017, fast-moving digital trends are urging marketers to be bolder in their approach, sparking more data-driven campaigns and more audience-centric storytelling. In 2016, we witnessed some of the most innovative examples of consumer-focused marketing at work, giving us a glimpse into the agencies and brands that are leading the way.View full post
“Brands get their value from how customers perceive them,” says David Reibstein, professor of marketing and branding expert at the University of Pennsylvania’s Wharton School. As we continue to witness the rise and fall of some of the world’s leading brands, it’s clear that these perceptions are becoming harder to predict. Today’s fragmented audiences are shaped by continuous change, and brands need to be every bit as agile in the way they communicate. Driving a successful ad campaign in this complex digital landscape has never been more of a challenge, with the rise of the ad-blocker adding more fuel to the fire.View full post
In 1994, the world’s first banner ad made its debut appearance on the web. Despite its lack of design and simple message, the ad earned an incredible 44% click-through rate for four months running. Twenty-two years on, the marketing and advertising landscape is almost unrecognisable. With conversations shifting dramatically from banner ads to content, communities, SEO and beyond, the digital marketing sphere has exploded in response to the growing power of the consumer, and the increasing demand for more.View full post
The job of a marketer isn’t quite as straight-forward as it once was. We’ve come a long way from the traditional process of finding your target market and promoting your product in the right place, for the right price. Now, the expertise of the digital marketer is expected to range from the technical depths of SEO and analytics to the creative realms of content creation and graphic design. And as fast-changing digital trends continue to shape the way we consume content and interact with brands, this skill-set is set to evolve even further.View full post