Marketing Capabilities
Working vs. Non-Working Budgets: Please Work Them Out of Your Vocabulary
A long time ago, in a galaxy far, far away there existed a simple marketing world. Creative agencies created advertising, the media department and the media agency devised a media plan (read; TV plan with some ornamental other media), consumers saw said TV campaign and flocked to stores and bought the brand or service. If…
Read MoreStorytelling and research: fumbling around in the dark
Overused “storytelling” needs some serious data upgrades to make it a real marketing tool. How often does the word “story telling” feature on MediaPost? I think it is pretty much almost daily. The Instagram Stories feed at the top of your Instagram app is one place where story telling content can be found, as well…
Read MoreA.I. Is Here To Kill Your Job (2017 Edition)
Loyal readers know that I have frequently written about “the dawn of the robots” (which is the title of a Science Fiction book by famed author Isaac Asimov). A recent flurry of articles on the subject of our automated future has more than strengthened my belief that it will be A.I. 1 – Humanity 0…
Read MoreMarketing AI: How Not To Make An A.R.S.E. Of It
There isn’t a single marketer, agency or tech company out there who isn’t talking about the opportunities, threats and challenges we face with the growth of artificial intelligence in our lives and in our industry. The whole of CES was buzzing with AI promises, debates, and showcases. The only thing is, I don’t think we…
Read MoreHow to Make the Most of Your DMP
We frequently speak to Media Directors who have moved significant budget into programmatic buying. The question we get asked most is usually along the lines of “how can I truly benefit from the power of the data and bring the rest of the marketing and IT teams with me to fully benefit from a DMP?”…
Read MoreIs your marketing capability agenda set up for the future?
We all know that Marketing is undergoing a revolution. But what is important is how you respond to the demands that your consumers and customers are placing on your brand. Here at Flock, we have identified six simple steps to defining and future proofing your Marketing Capability agenda, so that you can set yourself up…
Read MoreOutsourcing versus in-house: The marketing Hokey Cokey
In or out? No, we aren’t talking about Brexit but another hot topic for CMOs. As a marketing leader, what marketing activity should you outsource and what should you bring in-house? Do you do a ‘Specsavers,’ appoint a CD in-house and develop all your marketing assets with an internal team, or do you follow the…
Read MoreCapability development in a Millennial world
How companies need to adapt their capability development approach to suit a Millennial workforce. We are all familiar with the mantra ‘our people are our most powerful asset’, but with employee retention levels on the rise, it seems not all companies are expert at hanging on to these powerful assets. Retention is particularly challenging for…
Read MoreMarketing Capabilities – 7 key steps to success
In a recent Marketing Capabilities study conducted for the World Federation of Advertisers by our own Maarten Albarda: 71% of leading global companies said that marketing was key to their growth However only 54% thought that they were World Class marketers Only 48% of CMO’s were responsible for developing marketing capability plans Only 39% of…
Read MoreWhy and when to hire a marketing project manager?
Marketing projects like product launches, major new campaigns (especially global or international campaigns) or brand repositioning are now highly complicated enterprises. Often they require the seamless management and integration of lots of internal stakeholders, multiple departments, markets and, of course, lots of agencies. Often, the success of the marketing project in these major marketing campaigns…
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