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.
Anjelica Sloan / Eloqua Marketing Blog / March 12, 2015
Marketers today know that they need relevant and interesting content in order to attract and continue to engage with their customers across channels, as well as to stay relevant in a competitive landscape. Marketers have access to technology and tools that help organize and distribute this content, but identifying, developing and planning the most appropriate assets intended for customer consumption can be daunting if there is no solid content marketing strategy in place.
All too often we see marketers focusing on creating new content for individual campaigns or channels rather than developingRead More
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
Lisa Nirell / Forbes / February 19, 2015
As journalists struggle to find their place and redefine their value in the digital age, so does marketing. What can these sudden, consecutive moments in journalistic history teach marketing leaders? So fervent is my love for journalism that I must share some insights.
First, let’s be clear. These insights took me nearly three decades to develop. When I started my career in marketing in 1991 at BMC Software, I barely understood the direct correlation between true journalism and marketing. I was sometimes tempted to “round up” the feeds and speeds and look like a hero, because, as a youngRead More
Michelle Linn / Content Marketing Institute / November 14, 2014
We all know content marketers are working on too much, but some of our latest research puts this challenge into perspective.
When presented with a list of 28 initiatives, B2C marketers indicated they are working on an average of 13 initiatives now, and they’ll be working on an additional nine initiatives on average in the next 12 months. And, these initiatives aren’t easily achieved (i.e., better converting website visitors, creating higher-quality content, developing a better mobile strategy).
While there is validity in every single one of these initiatives, is tackling so muchRead More
Per Pettersen / MarketingProfs / October 17, 2014
Affiliate marketing may be decades old, but it is still a challenge—even for the savviest e-commerce leaders.
Marketers struggle to decipher affiliate performance. Maximizing campaigns to boost an organization’s bottom line can seem like a pipe dream to a marketer.
Moreover, identifying and securing high-performing affiliate relationships often prove to be labor-intensive. Analyzing campaign effectiveness is an even more daunting beast.
Until recently, brands have had only one option for affiliate marketing: partner with a network and hand over big cash for the privilege.Read More