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.
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
Derek Edmond / Content Marketing Institute / April 30, 2014Read More
David Davila / Market What's Meaningful Blog / April 24, 2014
When the term “integrated marketing” first came on the scene, companies focused on the same look and feel and messaging, so that everything looked the same to the customer. But now, with the confluence of digital marketing with PR and social media, integration takes on a whole new meaning—and it can connect your business to leads and prospects with much greater conversion potential. How? It’s all about the digital search strategy.
Now, when taking on an integrated project, the first place to start is with the customer. What journeys do they take throughout the buying cycle? What areRead More