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.
Rohit Bhargava / Marketing Profs / February 11, 2015
The goal of curation is taking individual items and examples and weaving them together into a narrative.
In other words, curation adds meaning to isolated beautiful things.
I am inspired by curators—and it is a relevant idea for marketing. The business world has been increasingly turning toward curation as a way to add meaning to marketing. I often describe it as the forgotten side of content marketing.
Amid all the discussion about creating great content, who will take on the valuable role of just helping us to find the great content that already exists on the Web or otherwise?
Curators canRead More
Reggie Wideman / MarketingProfs / February 5, 2015
When we really sit down and start to think about digital engagement, it probably feels like a complex and daunting exercise.
But when consumers are using more devices than ever before, across more channels than we could even fathom just a short 10 years ago, it’s critical that marketers pause and ask themselves and their teams one simple question: How can we better engage our customers?
There’s no magical solution to engagement, but you can take concrete steps to crafting a strategy that works.
Here are five actions that brands and companies can take to create an engagement strategyRead More
Verónica Maria Jarski / MarketingProfs / Oct 21, 2014
What are the most important skills that a marketer needs?
The following infographic by Formstack highlights seven skills that companies expect from their marketers.
The ability to understand data ranks high on the list. “Research predicts a shortfall of up to 1.5 million data-savvy managers by 2018,” Formstack states.
Technical skills, such as basic coding or video production, also make a job applicant more desirable. “Two of four new marketing hires will require technical skills,” according to Formstack.
Knowing how to get along with others (“soft skills”)Read More
Brian Anderson / Demand Gen Report / September 17, 2014
While the role of content continues to mature, many marketers are just beginning to discover its true value — primarily in the data they can obtain through prospects’ interactions with content and its ability to enhance engagement through multiple channels.
At Marketo’s Marketers First virtual event, roughly 20,000 marketing professionals attended sessions throughout the day, highlighting best practices for content marketing, data analytics and social media. A recurring theme was that content needs to build trust and should not be used primarily as a sales tool.
Kevin Akeroyd / Eloqua / July 16, 2014
The onus is on us. Piecing back together the now fragmented customer experience requires marketing leaders to ramp up their activities far beyond basic brand awareness and meaningfully engage with customers across all marketing channels.
The C-Suite expects marketers to be able to measurably contribute to the bottom line and deliver loyal customers who return time and time again. In order to meet the boss’ demands, CMOs must take ownership of the overall customer experience and create individual, meaningful digital dialogs with their customers.And while technology is supporting theRead More