News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Tony Zambito / customer THINK / June 19, 2013
The CMO’s of today are facing the challenge of surviving in a new world. This new digital age has marketing in the throes of a buyer revolution. Like any revolution, organizations, and institutions are going to topple.
I was recently asked what I believed was the next “hot thing” in marketing. I have been thinking about this for a while now. Typically, when you hear a phrase like the “hot thing”, it is easy to think some form of technology (marketing automation for example), renaming of long standing practices to adapt to new dynamics (content marketing as an example), or someRead More
Melinda Krueger / ClickZ / June 12, 2013
I heard a great war story the other day. It is not a digital story, but it illustrates beautifully two important aspects critical to the success of mobile marketing.
My friend’s company is in the direct mail business and has a large customer who balked at paying for their address change service. This service ensures delivery by updating mailing addresses with the latest changes submitted daily to the Postal Service. The company explained to the client that not mailing to bad addresses saved hundreds of thousands of dollars in postage, not to mention print, production, and foregone revenue.Read More
BtoB / June 3, 2013
Palo Alto, Calif.—A new study by the Chief Marketing Officer Council found that 87% of b2b buyers said online content has either a major or moderate impact on vendor preference and selection.
The study, “Better Lead Yield in the Content Marketing Field,” was based on an online survey of more than 400 b2b buyers, conducted in April in partnership with NetLine Corp.
According to the study, the most valuable sources of online content cited by b2b buyers when researching products and services are professional associations and online communities (47%); industry organizations and groups
Baiju Shah and Brian Whipple / AdAge / May 8, 2013
As new channels and technologies provide customers with countless options to switch to new services and brands, today’s chief marketing officer is feeling tremendous pressure to find solutions that keep customers engaged and coming back.
How much pressure? A new study by Accenture Interactive, “Turbulence for the CMO,” reveals that 70 percent of the CMOs of some of the world’s largest enterprises think they have five years to fundamentally overhaul their companies’ corporate marketing operating model to achieve competitive success.
CMOs are increasinglyRead More
Francine Hardaway / Fast Company / April 28, 2013
Brands are promises that get delivered every day. What did you promise today?
CMOs have it tough. Not only do they have to account for every single dollar invested in marketing but they have to be part engineer, part marketer, and part financial guru.
Although most industries have been disintermediated by technology, the marketing industry worked backwards. More and more intermediaries now stand between the brand the publisher. It used to be only an agency. Now it’s many agencies and a plethora of tech vendors.
To complicate mattersRead More