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.
CMO / March 9, 2015
What will the future of marketing and the role of the CMO look like in 2016? What marketing tools will be employed? How will marketing metrics be applied? Will data-driven marketing fulfill its potential?
With current turnover rates, the next two years will lead to a whole new generation of CMOs. As an exercise, OgilvyOne leaders looked into the future of marketing by examining “A Day in the Life of the CMO in 2016,” based on experiences with more than 3000 CMOs in the agency’s current client roster and insights into future trends in the industry.
First, they wanted to understand the mindsetRead More
Andrew Hanelly / McMurry / TMG / November 5, 2014
You’ve probably had this conversation with a cabbie: “Where ya headed?” You give a destination address. “Any preferred route?” Years ago, unless you were a local or a control freak, you’d usually just let the cab driver choose the route that would avoid traffic and get you there fastest. But technology has changed all of that. Thanks to apps such as Waze, which displays real-time traffic data and highlight the quickest route, the backseat driver has never been more empowered or opinionated — and the cabbies don’t like it. As it is with cabbies, so it is with marketers: Too oftenRead More
Craig Webb / ProSales / August 13, 2014
Think of your LBM life for the past seven years as like being in a triathlon.
The housing crash tossed you into the swimming part of the race, forcing you to focus on not drowning. When at last you stagger onto dry land, you can see blue skies, but you know the race isn’t over. For this leg, you climb onto a bicycle and continue the race in a new way. But unlike the swimming or running sections of the event, this leg won’t be decided solely based on how hard you work. It also will hinge on how good your bicycle is.
In the building material supply triathlon, data is that bicycle, and it’s already helpingRead More
Loni Stark / Content Marketing Institute / September 22, 2014
A core goal of content marketing is to build engaged audiences through the information and experiences they value. It goes beyond just optimizing a single click or purchase path, to generating loyalty. If you want to deliver relationship-building experiences with the right content delivered at the right moment to the right person, you need the right data. In this article, I explore how data can be used to create content that deepens customer relationships — rather than just optimizing a single transaction.
Look beyond IP address
If you’ve ever been on the hiring end of an organization,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.