The Tech Marketer Blog

This is certainly a sign of success, but one that can cause frustration for internal project leads and their associate agencies. Navigating the approvals of legal, tone-of-voice and visual brand standards – against a backdrop of continually moving divisional or tech domain brand evolutions is difficult at the best of…

In response, we’ve a collective desire to reduce the messages to the minimum of what’s required. But sometimes the desire to keep the white paper to 4 pages, video to 2 mins or blog to X-hundred words just doesn’t work. Messages get over-clipped and new notions are strangled by restrictive…

Also, it’s often the case for the task to be deferred to multiple stakeholders – often taking longer to mobilise than the campaign itself. Check out the meme, 'Data deferral!’. Are you part of the cycle – or struggled to navigate it? The challenges represented by ‘Data deferral!’ relate to:…

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.…