Beyond Marketing
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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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Why Marketers Need a Revenue Growth Theory

For the past several years, marketers have faced growing pressures to prove the value of their activities and programs. In a 2011 survey of CMO's by IBM, nearly two-thirds of respondents said that return on investment will be the primary measure of the marketing function's effectiveness by 2015.

Denis Failly's insight:

A study conducted earlier this year by ITSMA, VisionEdge Marketing, and Forrester revealed that only 9% of CEO's and 6% of CFO's use marketing data, metrics, and analyses to make business decisions. In a study last year by The Fournaise Marketing Group, 80% of CEO's said they do not really trust marketers. According to Fournaise, most CEO's believe that marketers are disconnected from the financial realities of their companies.

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Branding Strategy Insider | Superior Marketers And Their Brain

Branding Strategy Insider | Superior Marketers And Their Brain | Beyond Marketing | Scoop.it
The best marketers use both sides of their brain in building brands and possess these skills.
Denis Failly's insight:

A highly skilled marketer should possess each of these skill sets:

Psychology – understanding human motivations in a deep way, knowing what makes people “tick”Selling – intuitively knowing what words, phrases and approaches connect with customers and cause them to want to buy what you are sellingCommunication – outstanding and persuasive written and oral communication skillsInterpersonal skills – good listening skills, personal charisma, being likable, connecting with others easilyAnalytical skills – understanding budgets, financial statements, marketing research design, data analysis and statisticsBroad cultural knowledge – knowing what your customers are exposed to and what is informing their fears and desiresBroad exposure and experience across multiple disciplines – to stimulate creative connections between seemingly unrelated things
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How to use social media to introduce trust back into marketing | SmartBlogs

The world has a trust problem, and according to Nielsen, we marketers are a big part of it.
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For The Modern Marketer, Hearing (Market) Voices Is A Good Thing

For The Modern Marketer, Hearing (Market) Voices Is A Good Thing | Beyond Marketing | Scoop.it
CMOs make a strong case that marketing should represent the “voice of the customer” for their companies but, in my opinion, that doesn’t go far enough. We
Denis Failly's insight:

"Today, companies must also capture the strategies and viewpoints of everyone who is not a customer: prospects, business partners, competitors, economists, trendsetters, and anyone else who may influence their business or industry. Representing this aggregated voice of the market is one of five key responsibilitiesthat we as CMOs must embrace to be successful."

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The Hybrids are Coming: Evolution of the Prototype Marketer

The successful marketer is no longer always a specialist. Hiring well-rounded professionals can make your business more efficient. Are you ready for the rise of the hybrid?
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5 Major Challenges Marketers Face (And How to Solve Them)

Every marketer faces different challenges. Although we typically share similar goals, some marketers are stuck on lead generation, while others are having trouble converting leads into customers, and some just aren’t generating the traffic to their site they need in the first place.

Not to mention all the individual parts of a solid marketing strategy where you might be falling short -- maybe it’s content creation, search engine optimization, or finally figuring out how to actually attract customers from Facebook.

Whatever it is, there’s always at least one area that any marketer can stand to improve. And hey -- that’s great! Why? Well, it means there’s always room to optimize the various components of your strategy and turn your marketing into an even more effective revenue generator.

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