How to build your content marketing strategy? When the Content Marketing Institute (CMI) recently surveyed businesses about the state of their content marketing strategies, the findings were revealing – nearly two-thirds reported that their organisations did not have a documented strategy. However, for those working in the industry, this statistic wasn’t a great shock. ‘I…
Web users are becoming paralysed by the psychology of indecision as a result of being faced with too many options to choose from I believe digital marketers are offering too many choices to their website visitors. Visit almost any web page these days and you will be faced with a myriad of choices. You can…
Reviewing marketing team structures as part of Digital transformation Digital transformation doesn’t occur overnight. There are a series of steps to go through to get there and the critical factor is the staff. Imagine a world where your Digital Working Party, Digital Group or Digital Collective is in place, they’ve had several meetings and agreed an…
When brands think of digital or social as “media” they err when they approach consumers as they do with other types of media. This is the wrong point of departure. Digital is an integral component of how we experience life, not a ‘media’. And when brands connect with consumers in a way that creates resonance…
Founders of startup companies often focus on their product/offering and their business/distribution structure. Both though are expressions of the question that every startup should really be asking itself first: “What will we be valued for?” In a very useful article on how to develop and articulate a value proposition, Thomson Dawson makes this point, “Those…