The real problem with data is marketers don’t know how (or when) to use it

In a recent TrinityP3 post, Darren wrote about the growing problem marketers appear to be having with data, posing the hypothesis that the problem with data (and its effective use in marketing) is due to the fact many marketers misuse it in its application. At the end of the post Darren asks what is stopping marketers from coexisting with and embracing data and analytics in their roles and questions whether this lack of data trust stems from a lack of understanding. Continue reading

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How TrinityP3 achieved 200,000 website visitors (and how you can too)

2016 was a big year for TrinityP3. And this was reflected in Google Analytics results. For the first time in 2016 we had more than 200,000 visitors to the TrinityP3 website. And this is a remarkable achievement for a business and website that focuses on topics that most people outside of the advertising and marketing industry are not aware of. Who would be aware that there is a very necessary role in managing the relationships, remuneration, alignment, processes, rosters and structures of major businesses and organisations and their advertising agencies? Continue reading

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Is the Year of the Rooster an opportunity to address a few major issues for advertisers?

The Chinese Year of the Fire Rooster starts tomorrow on January 28, 2017 and lasts until 15th February 2018. Astrologically we are coming out of a pretty confusing period of time and entering a rational and constructive period. The Rooster gives the year that just begins some of the characteristics of the bird it has as a symbol: ambition, pride, the desire to be admired, punctuality and courage. Most importantly the relationships between people will be under the sign of great honesty. Continue reading

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Is the problem with data the fact that many marketers misuse it?

A recent interview with Professor Gary Lilien in Marketing Magazine on marketing analytics and the skepticism that still hinders its universal adoption got my attention. Not because of the issue, but because I have been longing to get to the bottom of why marketers are so sceptical. (I have my own hypothesis, which I will share below). He believes it is due to insecurity due to a lack of understanding of how marketing analytics works. I have joked a couple of times here that “72% of people are fooled by statistics” yet data and therefore statistics is an important foundation for marketing and understanding the market place. Time and again I hear about marketers struggling with or even rejecting data because it is often too confusing and therefore offers them no value or that the insights derived from the data conflict with their beliefs and so they reject its validity. Continue reading

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9 incredible ideas that became a reality in 2016

There is incredible innovation happening all around the globe. Science fiction is turning real in almost every industry sector. From augmented reality and artificial intelligence applications, to interoperability in healthcare, light bulbs that kill bacteria and much much more. It’s opening marketers’ eyes at a rate of knots. There’s even a $10M contest to develop the Star Trek Tricoder (a multifunction, hand-held device used for sensor scanning, data analysis and recording data) – to be used in healthcare and not in space. Continue reading

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Marketing management predictions for 2017 by the TrinityP3 consultants

Each year the TrinityP3 consultants work with marketers, advertisers and procurement professionals to improve the marketing outcomes for those organisations. We do this across a wide range of categories and marketing channels and disciplines. Each TrinityP3 consultant is an industry subject matter expert and their exposure to the range of issues and challenges facing these marketers provides incredible insight into the emerging trends facing the industry. Continue reading

Posted in agency remuneration / compensation, customer relationship management, data & direct marketing, green marketing & sustainability, industry news & trends, marketing procurement, media planning & buying, mobile marketing, social media & digital marketing, television & electronic production | Comments Off on Marketing management predictions for 2017 by the TrinityP3 consultants

SEO predictions – what to expect from search and content marketing in 2017

Contrary to the myriad of articles announcing the death of SEO every time Google makes a major change, SEO (search engine optimisation) will become an even more important skill to have in your organisation or via your agencies in the coming year.The speed of change alone means that someone with a high level of experience and expertise needs to be measuring, analysing and adjusting to keep web properties healthy and compliant with changing requirements. Any content marketing strategy must be aligned with the SEO strategy so each of the following will have a substantial impact in both areas. Continue reading

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Managing Marketing: The role of digital, content and social media in marketing

Jeff Bullas is the CEO at jeffbullas.com and a entrepreneur, blogger, author and marketers, who talks with Darren on the importance of strategy and a focus on return on investment when using digital, content and social media marketing techniques to ensure effectiveness and to focus you on performance in the face of increasing opportunities and options. Continue reading

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What 2016 in marketing, media and advertising can tell us about 2017

Yes, it’s that time of year again when everyone feels compelled to compile their list of predictions for the coming year. Thank Heavens that unless you’re a major news provider, current or former world or business leader, Stephen Hawkins or have appeared on Strictly Come Dancing, your predictions won’t get embarrassingly reviewed at the end of next year. So therefore, from the safety of relative obscurity, but a reasonably well-informed position – here are mine – primarily in the broader world context – and then where and how they seem to fit in the world of marketing. Continue reading

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Is your programmatic media function right for you – and what are your options?

Programmatic media. For a while, the word ‘programmatic’ was an industry buzzword, a sign of things to come. More recently, programmatic trading of digital media has of course gained huge traction. For many advertisers, the programmatic function is completely or partly run by a programmatic trading team (or ‘Agency Trading Desk’) operating as part of an overall media agency arrangement. Various data sources forecast continued double digit year on year growth of digital media expenditure, with programmatically traded media accounting for at least 40-50% of those dollars. Continue reading

Posted in agency search & selection, agency solutions, data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, media planning & buying, social media & digital marketing | Comments Off on Is your programmatic media function right for you – and what are your options?