The Tech Marketer Blog

And with campaign analytics available across so many touchpoints through the digital journey, it’s not surprising that the ‘pixel’ ball is dropped occasionally. Just make sure it’s not a critical indicator. Check out the meme, 'Arghnalytics!’. Have you seen or done ‘the scream’? The challenges represented by ‘Arghnalytics!’ relate to:…

Especially for tech business who are in the early days of creating sustainable revenue and whose funding needs to stretch a long way. But the skill-set and decision-making logic should be questioned when the client decides to use the internal web team to produce the creative, assets, and collateral for…

The challenge comes with making it happen, at-scale, on-budget, and with full control. For many, they will under-estimate the effort, resource, budget and leadership skills required to concept, build and grow that channel. Check out the meme, 'Hidden burden of partners’. Have you seen or felt the overload?  The challenges…

For others, it has throttled growth because of supply chain and budget disruption. It’s a similar story for their business clients too. So, recognising the impact of COVID-19 is key – but we need to be wary about how much pandemic narrative we add if we are to protect the…

Getting the campaign model, marketing and messaging is crucial to achieve orbit and protecting reputation. Check out the meme, 'Epic launch fail’. Have you seen or experienced the rocket? The challenges represented by ‘Epic launch fail’ relate to: Campaign and programme owners charged with laucnhing new products or services  Heads…

While not exclusive to the marketing business, there’s often pressure on the agency to provide extra-speculative investments to ensure project success – with the promise of ‘riches tomorrow’. The cynical agency view is that team restructures, changing priorities and budget evaporation thwart  the majority of efforts. Check out the meme,…

Expectations have been heightened in recent years with developments in intent-signalling, progressive profiling, nurturing and precision targeting. But achieving it comes at a cost – profiling, platform investment, brand building, pre-marketing, achieving buyer preference at a distance... to highlight a few considerations. If you want ready-to-buy, you can’t cut corners.…

Sometimes their territorial and ‘creative protectionist’ instincts can cause interesting dynamics for client relationships. Often with overlapping capabilities, and with an eye on wallet-share, encouraging agencies to work together can sometimes feel like trying mix oil and water. But it’s time to grow up guys! Check out the meme, 'Agency…

Being precious and (sometimes over-) protective goes with being innovative and creative. But going anywhere near the territory of Microsoft Word or Powerpoint should be at your own peril! Requests for drafts of websites, videos, ad campaigns, event stands and brochures to be shared in Powerpoint are received with derision…

Despite all your research, preparation and considered editing about what/what not say, you’re still very conscious about how well it’s going to be received. Your reviewers are often an array of critics with varying degrees of comment value; relevant and irrelevant, structured and random, useful and useless.  It’s when you…