When times get tough, your marketing needs to get agile

     Uncertain times and changing conditions mean you probably need to scrap your old marketing plan. Great marketing weaves together an understanding of your customers’ needs and behaviours, a view on the opportunities that will positively impact our business, and an analysis of past trends to foresee future ones. In these times, however, that certainty and predictability is absent. Business rules are changing. Economic turbulence is looming. Our customers and behaving and working in brand new ways. You need to change the way you tackle the marketing puzzle and…

Think Beyond Traditional Marketing Approaches To Win More Customers

Photo: GETTY Today’s sales and marketing organizations place the majority of their efforts into driving leads and optimizing spend. Teams measure clicks, test different marketing creatives and negotiate ad agency contracts to maximize results and reach more customers — and I believe most companies would agree that these common practices are tried and true. For example, seasoned marketers know it’s best to use a diverse array of tactics and optimize each one to lower a company’s cost of acquisition and maximize lifetime value. In my experience, what differentiates the most successful…

Is Your Marketing Strategy Based on the Right Data?

We’ve made our coronavirus coverage free for all readers. To get all of HBR’s content delivered to your inbox, sign up for the Daily Alert newsletter. The events of spring 2020 have turned marketers’ worlds upside down. In light of an unprecedented health and economic crisis, teams scrambled to adjust their advertising messages, campaigns, and offers. They could no longer rely on previous assumptions about their customers, including what, why, and how they buy. In a matter of days, stores closed, e-commerce sales ramped up, and contact center interactions exploded. Meanwhile, media consumption changed as…

Three Questions To Ask When Assessing Your Marketing Technology Stack

Photo: GETTY There were more than 7,000 different marketing technology (martech) solutions on the market last year. With 80% of consumers reporting that they are more likely to complete a purchase from brands that offer personalized experiences, it’s no surprise that the number of martech solutions promising personalized customer experience has skyrocketed — and many marketers are struggling to keep up. As a marketer myself, I know that it can be a complicated process to connect these solutions into a martech stack that creates the personalized experience customers are expecting. With so many different options…

How COVID-19 Will Have A Lasting Impact On Marketing

Change isn’t coming; it’s here. COVID-19 has brought it at breakneck speed, and marketers are feeling it. When we leave our houses in the near future, consumerism won’t look the same.  Arguably, it shouldn’t. Our priorities have shifted, and marketing strategies should reflect that. Out-of-touch marketing or tone-deaf messaging is one of the fastest ways to alienate the very people we hope to impact. How, then, will marketers navigate the post-pandemic landscape? We don’t know all the answers, but a few things are clear. Here’s what marketers should expect in the post-pandemic world and how…

Become a Facebook Marketing Expert for Just $14

Facebook users click on an average of 11 ads per month. That may not seem like much, but when you consider that the platform has 2.41 billion active monthly users, that number suddenly seems a bit more significant. As an entrepreneur, a strong Facebook presence is absolutely essential to building your brand and generating ad revenue. However, developing a marketing strategy on Facebook isn’t simple. Many leaders will opt to hire experts to build their social media marketing arm. But if you’d rather save that money by taking matters into your…

Premium Products: Your WEEKLY Source Of The Hottest Items – And Ads That Sell!

What’s the secret of making high profits from your online business? Strictly speaking, there is no secret at all 🙂  Mostly, your success depends on 2 major things: Products you sell (are they hype, trendy, and demanded right now?) Ad campaigns you launch (are they catchy, high-converting, and well-targeted?) Of course, there are lots of smaller factors that also influence your business performance, but these two aspects are the key. They are the essential, game-changing components of your enterprise – and you absolutely need to bring them to perfection. But…

Best Practices for Marketing During and After COVID-19

A global crisis can either paralyze a marketing team or galvanize it to thrive. In the wake of the COVID-19 pandemic, that’s exactly what we’re seeing: some companies are cutting back on marketing (in some instances, laying off the entire marketing team), while others are being more agile and coming up with interesting ways of engaging their audience during these difficult times.  If you want to stay in business, you can’t stay idle for long. As a business owner myself, I understand why many entrepreneurs would want to cut down completely on marketing…

Making Video An Effective Part Of Your COVID-19 Marketing Strategy

  Leaning into digital should be the rallying cry for companies right now. Why? Studies show 80% of consumers have consumed more content since the coronavirus outbreak than they did before. What’s more, video is the type of content they want. It’s estimated that by 2022, 82% of all content creation will be video. By the end of 2020, the average person will watch 100 minutes of video content per day. Last week, I attended a multitude of online events and those that effectively used video immediately stood out. A couple of great examples for…

3 Ways to Build Credibility as a Freelancer

Table of Contents Begin (or Further) Your Traditional Education: For the Writer Obtain Licensing and Certification: For the Construction Contractor Showcase Your Work: For the Artist The variety of work you can complete as a freelancer is endless. From internet-based jobs to work involving manual labor, freelancing is a great way to earn income while being your own boss.   In some ways, it is very simple to become a freelance worker. For some types of freelance work, all you need is an internet connection and a creative mind to…