IDG (International Data Group)’s Post

I am looking forward to insightful conversations on the topic "Stop searching for the silver bullet & embrace a holistic approach to marketing effectiveness". Australian marketers are most upbeat on the potential of marketing to drive business growth and we look forward to accelerate their ambitions. We have Roger Dunn Rose Herceg Karen Kaufman and Justin Nel discuss best practice thinking at the AANA - Australian Association of National Advertisers CMO Connect event this Thursday September 19th. Gain Theory Claudia Sestini Krishanthe Keerthikumar John Geddes Marc Anton Smith #marketingeffectiveness #growth

I was honored to participate in the 5th Annual Marketing Leaders 2024 event, where I delivered a keynote presentation on the imperative of Diversity, Equity, and Inclusion (DEI) in modern marketing. Here's a summary of the insights shared: In today's marketing realm, the concept of brand promise has evolved beyond traditional notions of product functionality and pricing. As Philip Kotler aptly stated, "A brand is the company’s promise to deliver a specific benefit that addresses a particular need of its customers." However, in today's socio-cultural landscape, addressing those needs goes hand in hand with embracing DEI initiatives. Inclusive marketing isn't just about representation—it's about empowerment. By authentically representing diverse voices and experiences, we empower customers to become advocates for our brand. When customers see themselves reflected in our messaging, they feel seen, heard, and valued, driving word-of-mouth promotion and brand loyalty. As marketers, we have a unique platform and influence to drive positive change within our organizations and industries. By championing DEI initiatives, we not only align with the values of our customers but also set a precedent for others to follow. Leadership in DEI isn't just a moral imperative—it's a strategic advantage. In conclusion, the era of passive marketing is over. Today's consumers demand more than just products—they demand purpose. By integrating DEI principles into our marketing strategies, we not only shape brand promise but also drive positive change in the world. As marketers, let's embrace this responsibility and seize the opportunity to lead with authenticity, empathy, and inclusivity. I extend my sincere gratitude to the organizers at marcus evans Group, especially Gayathrie Deva Sana Pathy, for their efforts in bringing together such a valuable event. #MarketingLeaders2024 #DigitalMarketing #AIinMarketing #Sustainability #ConsumerInsights #CreativeMarketing #B2BMarketing #MarketingInnovation

💡 Prepare to be inspired by Harte Hanks' SVP of Sales and Marketing, Kelly Waller, as she takes the stage at the Connect CMO event in Las Vegas today! 🌟 Attendees will dive into the complexities of modern marketing as Kelly helps tackle the daunting task of standing out in a saturated market. With 40% of consumers struggling to differentiate between brands, it's time to rethink your brand strategy. Wishing Kelly luck on her enlightening session! ✨ #HarteHanks #ConnectCMO #CMOLeadership #BrandStrategy #BrandManagement #InnovativeMarketing #MarketingStrategy

It was fantastic to join the SXSW Sydney ADMA session, "Who are the Marketers of 2030?" alongside Andrea Martens, Kate Young - MAMI CPM, and Stuart Tucker. Key takeaways? Leaders today are looking for marketers who are curious, open-minded, and unafraid of change. Stuart made an excellent point: marketing leaders must be commercially savvy - if you can’t speak to the economics of your business, don’t expect a seat at the CEO’s table. I couldn’t agree more. As for me, I’m searching for critical thinkers - people who can hit pause and ask, "Why are we doing this?" or "Have we tried ...". With agents being able to take on many of the repetitive and mundane tasks we perform in marketing today, the future belongs to those who can ask the right questions, ensure the strategy is sound, and pivot to remain competitive. That's the next frontier for marketers. Huge thanks to Clear Hayes House and SXSW for hosting such an great event for our industry.

Lines between brand awareness and demand gen are blurring. So, what does this mean for your marketing team? 🧐 Traditionally, marketing strategies have been segmented into top-of-funnel (TOFU) and bottom-of-funnel (BOFU) activities, often treating brand awareness as a TOFU-only concern. Join TrustRadius for a live event as Millie Beetham, Sr. Director GTM Strategy & ZI Labs, and Sinehan Kerman, MBA, Director of Global Revenue Operations at TIS (Treasury Intelligence Solutions), discuss how 'brand gen' should be seamlessly integrated into every stage of the buying journey. No registration required — just click 'Attend' to save your seat: lnkd.in/gFuVV3-8

Most business leaders know that effective “brand messaging” leads to success in attracting new customers and retaining existing ones. Brand messaging refers to all the ways you communicate with your customers and prospects, including verbal and non-verbal communications in multiple channels. It encompasses all the marketing, sales, and social media interactions you have with your target audience. Ultimately, people do business with companies (translated: people) they trust. To build that trust, your brand messaging must be consistent, and must authentically express your company’s core values. For more on effective brand messaging read my article: https://lnkd.in/eNYXtN2j

We polled over 100 C-level executives with growth and marketing responsibilities at consumer and retail firms of all sizes in North America and Europe to investigate how the job of the CMO is changing. We asked them to evaluate how marketing fits into the expansion plans of their businesses. Additionally, we asked them to score the maturity of the organization in four important areas: marketing strategy, marketing performance, tech-enabled marketing, and marketing operating model. We also asked them to rate the significance of critical growth activities and skills.

Building brands that stand the test of time! At Regina PR and Media Company, we prioritize quality and consistency to elevate your brand's reputation. . #reginaprandmedia #pragency #brandconsistency #networking #brandstrategy #thoughtleadership #mediarelations #marketingstrategy #digitalpr

Why thought leadership matters By now, you’ve likely heard all about the new B2B buying committee. Rather than courting one person, marketers are now engaging and attracting 5-10 individuals. But the reality is many of the foundational aspects of the buying process haven’t changed. Buyers are still looking for the newest and most innovative ways to run their business more efficiently, and they are still collecting information on products that can help them do so. What has changed is the way B2B buyers predominantly self-educate, consuming 7-10 pieces of content from your brand until they’re ready to make a purchase decision. The low percentage of B2B customers in the market is well documented. The “95/5 rule” reminds us that 95% of B2B audiences aren’t actively in-market. The takeaways are two-fold: 1) the best marketers influence the 5% in the market at exactly the right time with the right message, and 2) brand building becomes even more crucial to influence the 95% not immediately in the market. While the entire buying journey is important, B2B brands simply can’t afford to overlook the first step that includes relationship building, influence and education.Even though your future customer might not be in-market today, a video from a credible thought leader is more memorable than a static ad stating your company’s value props. In fact, more than 75% of C-suite executives say that a piece of thought leadership had led them to research a product or service they were not previously considering.  Even more affirming is the Edelman 2024 B2B Thought Leadership Impact Report, which surveyed 3,500 professionals and found that 90% of decision makers are more receptive to sales or marketing outreach from a company that produces high-quality thought leadership: