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.
Ben Plomion / ClickZ / August 21, 2013
By now it should be obvious: content marketing is hot. In the age of social media, major brands need a steady stream of photos, videos, and articles to stay relevant and bring in new customers. But while some companies, such as Oreo and GE, are clearly excelling at the content game, it’s not always easy to quantify the value of a given piece of content.
What makes measuring the value of content so tricky? Much of the problem stems from the fact that content marketing tends to influence a buyer’s decision process during each stage of the sales funnel. And that means that to understand theRead More
Stephanie Miller / ClickZ / August 19, 2013
We live in an age where the Mad Men of advertising wrestle with the Math Men of marketing analytics. Is the creative the most important element? Is the data? I say, “Pooh” to anyone trying to have this debate. The fact is that data-driven marketing is only successful when both parts of our brain, our teams, and our attitudes are in play.
- Creatives benefit from improved insights, informed (and predictive) personas, better strategic direction, and lots of proof that their brilliance works!
- Quants benefit from real-time data inputs and messaging that engages and feeds the analytics
eMarketer / August 19, 2013
Marketing handles much of the purchase cycle that formerly went to sales
The internet has become a primary source of information, recommendations and reviews when business decision-makers contemplate potential purchases. This places significant responsibility on marketers, who must now guide and nurture these leads via digital through the majority of the buying cycle.
Relying on automated solutions to create and deploy lead nurture programs is not new, but business-to-business (B2B) marketers are eyeing them with a renewed focus, according to a new eMarketer report, “B2B MarketingRead More
Avinash Kaushik / Occam's Razor / August 12, 2013
There are few things more complicated in analytics (all analytics, big data and huge data!) than multi-channel attribution modeling.
We have fought valiant battles, paid expensive consultants, purchased a crazy amount of software, and achieved an implementation high that is quickly, followed by a ” gosh darn it where is my return on investment from all this?” low.
A lot of that is because of all the stuff we don’t know. There is lots of missing data. And as if that were not enough, there is lots of unknowable data. Neither of which has stopped Gurus and Masters and Agency HighRead More
Lisa Nirell / Fast Company / August 1, 2013
In my previous post, I outlined the biggest barriers that keep marketing leaders in the C-suite shark tank, and prevent them from building their boardroom gravitas. How can you overcome these barriers quickly and effectively? Here’s what my best clients do:
1. Parse your CEO-influencing strategy into smaller steps. The purpose of communicating a compelling message in the CEO’s language is to generate interest; interest generates a meeting; meetings create trusting relationships; and relationships drive conceptual agreement. You need a conceptual agreement to define objectives,Read More