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.
Vince Giorgi / Hanley Wood Marketing / August 25, 2013
Take a minute and pull out your organization’s marketing plan and budget. Now scan down to the line item labelled marketing testing.What’s that? There is no line item for marketing testing?
That’s what I was afraid of.
With absolutely no data to back it up, I’m going to venture a guess that testing marketing might be today’s most underutilized tool for improving marketing.
I see and read quite a bit of research on what marketers are doing with their strategies and budgets. I can’t remember a time when I’ve read how active marketers are, or how much of their budgets they spend,Read 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
Duane Craig / TechRepublic / August 16, 2013
Follow these best practices about audience, purpose, video production, and channel optimization when using video on social media.
The sheer volume of video being created and released suggests that quality and purpose ought to be considerations for any enterprise embarking on a video journey to augment their social media efforts.
Identifying purpose and value
ReelSEO, an online video marketing guide, says to tell a story and make it about people rather than simply revealing a product. ReelSEO uses words such as “resonant, authentic, compelling, and memorable” to describeRead More
eMarketer / August 9, 2013
Kevin Quiring, managing director of sales and customer service in North America for Accenture, works with the business management and technology firm’s clients on multiple initiatives including performance management and customer data management. Quiring spoke with eMarketer’s Lauren Fisher for the B2B Perspective series about aligning customer relationship management (CRM) tools and marketing automation platforms and the inevitable integration of the two.
eMarketer: What are some of the trends you’ve seen in business-to-business (B2B) lead management among clients?Read More
Tom Rousseau / Hanley Wood Strategic Marketing Services / August 9, 2013
Wow! Wait until to you read this data point. According to a recent DemandGen Report, 90 percent of business buyers say that when they are ready to buy, they’ll find you.
What does that really mean? To me, it means your customers type your product name into a search browser and visit your website for three to five minutes in the “awareness stage.” Almost 90 percent of their buying journey, however, includes reviewing a ton of content from other separate third-party sources and locations to make a buying decision.
I keep preaching that marketers have completely lost control of how their customersRead More