Why return on investment is a marketing necessity

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I remember during my early days of marketing (many moons ago!) joining my senior colleagues at agency meetings in trendy offices filled with bright colours, abstract art and young, happy people.  We would sit over a cappuccino merrily discussing the artwork for a new logo, brochure or direct mailer and then head off for lunch together.  A career in marketing was for me, I wanted to part of this cool crowd who create art for a living and love coming to work.

I quickly realised, however, that this was not a true representation of marketing!  My responsibilities were far removed from the world of the agency and considerably more mundane!  For me marketing life revolved around manually monitoring Press coverage, segmenting data, issuing campaigns and measuring results.  I was frequently involved in heated meetings with the sales team, chasing them for feedback on leads, justifying my reasons for campaigns and updating them on success rates.  In short I was justifying my very existence.


Social Media Management

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I don’t know about you but I find that managing social media is one of my greatest marketing challenges these days. It’s almost a full-time task to keep on top of your tweets, groups, pages and messages and that’s before you’ve even started to use the various platforms proactively. The time versus reward debate is a growing trend in the social media space too. How much time should you spend on your social media activity and is it worth the effort? In my opinion social media is a vital part of any marketing strategy and it does justify dedicating serious resource to it.

However, you also have to get the balance right. I doubt any of us can justify spending all day on Twitter or LinkedIn (and if you are then you shouldn’t be!) so we have to find a way of utilising this brilliant business resource effectively and without allowing it to dominate our daily working lives.


Marketing lessons from the US

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When it comes to marketing, UK based businesses could learn a lot from the US.

Recently I’ve been promoting my company to the US and as part of my marketing efforts I joined The British American Business Council (BABC) which is a network that links UK and US businesses. As a result I have been connected to a number of major American companies and senior contacts within them. Without exception, each individual has taken the time to speak with me, link me to their network and offer me valuable advice. Yet when I tried the same approach with UK companies generally speaking the individuals concerned didn’t even bother to respond to me and those who did were far from receptive.


Protecting your Marketing Footprint

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All of the activities that you and your company conducts in terms of marketing generates a footprint, a trail of communication, a history that is directly linked back to you and your company.  As a result your marketing communications can have consequences, good or bad and this is most especially true when it comes to digital marketing.

Every single time that you tweet, post a note on Facebook or make a comment in your blog means that you are leaving a marketing footprint for others to see. Of course from a marketing perspective this is a good thing, you want your communications to be read and acted on but managed incorrectly this footprint can result in serious ramifications.


The Real Life of a Marketer

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The perception of marketing as a career and the actual reality in my experience are two entirely different things.

Marketing is the process of raising awareness of a company and its products/services by communicating with its target audience.  The job of the marketing team is initially to establish exactly who said identified audience are and then develop a thorough understanding of their needs, attitudes, behaviours and buying patterns.


10 Steps to Kick Start your Marketing

Here’s our latest free marketing guide.  This 10 Steps to Kick Start your Marketing’ leaflet takes you through some simple actions that you can take right away to give your marketing a vital boost.  It’s ideal for anyone embarking on developing a marketing strategy for the first time or needing to inject some new energy into their existing activity.

To access this free guide, simply click here.


What is marketing?

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You might think that this is an obvious question and it’s simple to answer. Just take a second though, are you confident that you know precisely what marketing is? I frequently put this to test asking people to define marketing and I tend to be given a different answer each time I ask the question.

I think that the reason that people answer differently is that they often get the vast array of different marketing methods confused with the strategic viewpoint that actually defines what marketing is. Marketing is not defined as, for example, social media, advertising or direct mail. Yes they are marketing methods but they actually only form a small part of marketing and they certainly don’t adequately answer the question ‘what is marketing?’.


What does creativity in business really mean?

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Recently I was asked by someone who was considering setting up her own business if I wouldn’t mind answering 5 questions about creativity in business for a project that she was working on. At the time of answering I actually found myself doing some quite serious soul searching! Here are her questions and my answers:


How to market yourself – guest blog from Mark Rainsbury

Mark Rainsbury is a guy who knows an awful lot about marketing yourself.  He has over 25 years’ experience in recruitment and careers coaching working for a variety of leading organisations and now runs his own company Rainsbury Recruitment.  So we’ve invited Mark to write a guest blog on the subject of marketing yourself, enjoy.


Break out of your comfort zone, try something different

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Marketing can become fairly monotonous, it’s very easy to slip into a routine that simply involves repeating the same campaigns, sending out the same materials and using the same methods time and again.  We all do it because with so many other tasks to tick off our ‘To Do’ list each week it’s quicker than taking a step back, reviewing and coming up with something new whilst also enabling us to tick marketing off that ‘To Do’ list.  It is, however, far from ideal and here’s why.