Marketing Strategies Column

Déjà vu! CMOs are bringing back always-on marketing

Inertia. Momentum. Mojo. We try to build and capitalize on these powerful forces every day to change and accelerate the initiatives that matter. Individuals thrive on it, teams crave it, markets rely on it, businesses require it, and CMOs are demanding it…again. B2B marketing has been notorious for having a stop-start-stop-start mentality. For the last …

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How connected are you to your brand’s customer service?

My last post here generated some great conversations with readers, especially among people who wanted to go deeper into the concept of marketing-as-service and how to make that happen even while you’re dealing with the realities of business life. This recurring conversation centered on one key point: Service is something we marketers have to have …

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Here’s how you build creative video experiences for a multi-screen world

Creative has changed. Gone are the days when a brand could sink all of its heart, soul and budget into a single creative experience – say, a television ad. It’s 2019; you can’t be so singularly focused. Your audience sure isn’t. You still need big ideas, like Dos Equis’ “Most Interesting Man in the World,” …

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How National Public Radio reinvented itself for an on-demand audience

Meg Goldthwaite, Chief Marketing Officer at National Public Radio, took the stage at MarTech in San Jose on April 4 and offered a lively exposition of NPR’s approach to content programming in an era where sound-oriented media are increasingly consumed through voice-enabled devices such as Alexa, Google Home and smartphones equipped with voice assistants like …

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Content alone is not going to win the streaming war. Here’s why

Netflix will announce its Q1 ’19 earnings on Tuesday – when we’ll know for sure if its subscription price hike was a good business move in the short term. Meanwhile, Disney announced Disney+, its new streaming service platform, will only cost $6.99/month and its stock shot up over 11 percent overnight. This further complicates the …

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Unstoppable trends every B2B marketer must embrace to drive growth

Global economic uncertainty is lurking in the shadows and it’s coming for all of us. This ghost lingers, but it’s not deterring B2B teams – growth is the clear charter. In boardrooms and conference rooms, teams are looking for growth levers that unlock revenue, market share and profit. Right on cue with this mindset, I’ve …

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