The Tech Marketer Blog

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…

An over-elevated idea, with a complex set of concepts and enablement steps can alienate the key participants and contributors you need to make it happen. At this point, your thought leadership could be causing more confusion than motion.  Check out the meme, 'Avoid notion without motion’. Have you experienced thought…

The cold, lingering feeling of realising you’ve not applied it properly can ashen the face of the most seasoned digital marketer.  Check out the meme, 'Ooops, forgot the spend cap!’. Is this a sudden realisation you’ve felt?The challenges represented by ‘Ooops, forgot the spend cap!’ relate to: Digital marketers running…

This fundamental consideration (albeit sometimes reduced to a gut feel or snapshot) is missing from too many programmes, where the signals should be decoded and actioned.  The savvy teams (and agencies) tackle these perceptions head-on, threading and devoting efforts towards success. But it starts with asking the questions, and understanding…

But with a poor partner strategy, structure and management it can feel more like an exercise in crowd control.  Check out the meme 'Herding cats’. Does channel and partner marketing feel like this sometimes?The challenges represented by ‘Herding cats’ relate to: Relationship marketers charged with leading the partner down the…

But this increase in data capture is rarely echoed with a commensurate increase in resources, tools and capabilities required to convert it into meaningful, actionable, timely insights. As an industry we’re getting there, but the delta between captured data and converted insights is not narrowing quickly enough.  Check out the…