Marketing Capabilities
Top 10 Marketing Technology Trends in 2020
2019 is almost coming to an end, and we’ve compiled 10 Marketing Technology trends in advertising that marketers should look out for in 2020.
Read MoreFlockology: Tips for riding the technology wave
Your essential monthly guide to the latest insights and trends in the world of marketing. FLOCK. NEW. WEBSITE See what’s new from our services and tools to our Flock thinking and thought leadership! TAKE A LOOK AT OUR NEW FLOCK WEBSITE > 4 TECH REASONS WHY ADOPTING TRANSFORMATION IN BUSINESS IS THE ONLY WAY TO…
Read MoreThe greatest ad ever and how to be a leader in marketing
As the snow fell on Friday and I had abandoned my wife’s Fiat 500 at the bottom of our off-road drive my thoughts quickly turned to one of my hero’s Sir Ernest Shackleton or “The Boss” as he was affectionately known. His story is well known, but if you don’t know it there are plenty…
Read MoreIn-house agency trend or fad?
One of the big trends amongst advertisers at the moment is “in-housing” – the process of bringing in-house some functions or skills previously managed by out-sourced suppliers; predominantly agencies. The recent ANA report in the USA reported the following: In-house agency penetration has increased – 78 percent of ANA members have an in-house agency in 2018,…
Read MoreIn-house, Out-house, Bauhaus
4 steps to bring creative services inside your marketing team You most likely have an in-house studio in your organisation, even if you’re not aware of it. That might be one or two Mac Operators sitting in a quiet corner, sprucing up presentations and adding colour to press releases, or your own version of Saatchi…
Read MoreMarketing Capabilities? What’s That all About?
“What is it you do?” was the polite enquiry from a fellow member at my local sports club. “Marketing transformation” I replied and knowing this is never enough information, followed up with “specifically, marketing capability building”. A blank look was followed by a grin and “what does that mean?”, which to be fair is a…
Read MoreSix Characteristics of a Good Marketing Organisation Design
As a marketing employee you’ll be part of an organisation design with a reporting line from your boss to you and from you to your team members. This design is likely to change regularly, prompted by big and small changes in the business and marketing function, but how do you know if the design is…
Read MoreHow to Build Marketing Competence, Competently
In our Summer 2017 survey of global marketers, we discovered that CMOs and marketers in Capability, Procurement and Strategy & Operations roles are united in listing capabilities as one of the top two most important issues for them to address, in order to change the effectiveness of their marketing (alongside process and strategy). This echoes…
Read MoreWhy The CMO Is The CEO’s Super-Weapon
A recent article by Harvard Business Review stated, yet again, that 80% of CEOs don’t rate their CMO. Really? I’m struggling to believe that 80% of CMOs are rubbish. Could it be that some CEOs just don’t know what they’ve got? Let’s face facts. Some companies don’t even have a CMO, and those that do rarely give…
Read MoreChief Endangered Marketing Officer
I have written in the past that the CMO of today is really the Chief Advertising Officer, because many of the traditional CMO duties have been taken over by Chief Technology Officers, Chief Growth Officers, Chief Innovation Officers, Chief Revenue Officers and other members in the C-suite. I noted that of the four traditional P’s, only…
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