Managing Marketing: The concept of social media for sales in B2B relationships

Posted on July 21, 2017 by Darren Woolley
Share28
+18
Share7
Shares 113

Tom Skotidas is the Founder and General Manager of Skotidas Consulting Group, specialising in social and digital demand generation. Here he talks with Darren on the power of social media to generate sales and revenue as well as build business reputations and relationships. Continue reading →

Posted in customer relationship management, data & direct marketing, industry news & trends, social media & digital marketing | Comments Off on Managing Marketing: The concept of social media for sales in B2B relationships

What are the biggest challenges facing marketing today?

Posted on July 12, 2017 by Darren Woolley
Share47
+110
Share12
Shares 136

Back in February this year we had our twice yearly get together in Sydney will all the TrinityP3 consultants from around the world, including Michael Farmer, our new Executive Chairman and the author of the best selling book “Madison Avenue Manslaughter”. Every six months we get the gang together to review and discuss the business and plan the future. Last February this conversation led to the changes you see on the TrinityP3.com site today. It was started with a conversation with Michael around the trends and challenges facing CMOs and their organisations, which could be summed up in one word – GROWTH – or more specifically the lack of it. Continue reading →

Posted in agency remuneration / compensation, agency search & selection, data & direct marketing, Evalu8ing - Relationship Performance Monitoring, green marketing & sustainability, interesting observations, marketing process optimisation, marketing procurement, media planning & buying, mobile marketing, print production, social media & digital marketing, television & electronic production | Comments Off on What are the biggest challenges facing marketing today?

Managing Marketing: The importance of measuring performance in digital marketing

Posted on July 7, 2017 by Darren Woolley
Share55
+19
Share10
Shares 145

Luke Brown is CEO and co-founder of Affinity and here he discusses with Darren their approach to digital advertising and the importance in clearly defining business and marketing success upfront and developing a strategy and optimising the execution against that objective. Continue reading →

Posted in data & direct marketing, interesting observations, marketing process optimisation, media planning & buying, Podcasts, return on investment, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The importance of measuring performance in digital marketing

Marketing independence is under attack but does anyone care?

Posted on June 21, 2017 by Anton Buchner
Share42
+19
Share10
Shares 128

Surprise, surprise. When you meet with a technology vendor, the conversation invariably leads to “needing” their solution. Even though you discuss alternative business opportunities that require solving prior to any technology implementation. Surprise, surprise. You appoint one of the big consultancy firms, such as Deloitte or PWC, and you start down a pipeline of creative and digital discussions that can all be magically solved now under their banner. Continue reading →

Posted in agency solutions, data & direct marketing, industry news & trends, marketing process optimisation, media planning & buying, social media & digital marketing | Comments Off on Marketing independence is under attack but does anyone care?

The Low Road or the High Road for Ad Agencies compensation?

Posted on June 7, 2017 by Michael Farmer
Share66
+18
Share9
Shares 151

The industry road that ad agencies are wandering down is about to narrow. Sooner or later, agencies will find themselves at a fork that is less like a choice and more like an inevitably. The fork will not involve a 50-50 choice. Heads to the left; tails to the right? No; it’s not that kind of fork. The choice will be between the High Road, to the left, and the Low Road to the right. The choice is not about political choice during this Trumpian age. It’s not about Blue States to the left or Red States to the right. It’s not about brands-as-causes versus brands-as-brands. Continue reading →

Posted in agency remuneration / compensation, agency solutions, data & direct marketing, interesting observations, social media & digital marketing, strategic management | Comments Off on The Low Road or the High Road for Ad Agencies compensation?

Advertisers with Performance Problems Turn to Management Consultants

Posted on May 24, 2017 by Michael Farmer
Share244
+17
Share13
Shares 345

“Watch out! They are coming!” reported The Drum when Accenture and Deloitte appeared on the pitch list for Nissan-Renault’s global account review. They are “spreading their tentacles, seduced by marketing services!” Accenture sees it another way: “CMOs are seeking our talents, not the other way around.” Is consulting going to the mountain, or is the mountain coming to consulting? Continue reading →

Posted in data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, social media & digital marketing, strategic management | Comments Off on Advertisers with Performance Problems Turn to Management Consultants

5 questions to help charities drive a greater return on marketing investment

Posted on April 19, 2017 by Anton Buchner
Share54
+110
Share20
Shares 155

In the highly concentrated charity sector*, charities must evolve from making people feel sorry to give money, to being truly people centric in approaching their mission.
So with clutter being the constant, the world’s best charities and not-for-profit organisations are transforming their organisation and marketing strategies around actionable data insights. Aimed at helping them inform the direction and stories that people are interested in when it comes to a relevant mission. Continue reading →

Posted in data & direct marketing, interesting observations, marketing process optimisation, return on investment, social media & digital marketing, strategic management | Comments Off on 5 questions to help charities drive a greater return on marketing investment

Who’s to blame for the current digital media mess? We all are.

Posted on April 7, 2017 by David Angell
Share70
+110
Share22
Shares 179

Commentary regarding the various issues facing the digital advertising industry continues to grow. Dishonesty, corruption, complexity, lack of knowledge, inadequate marketing, inadequate agencies, inadequate measurement…the list goes on. Based on the work we do with our clients, these issues are certainly becoming more recognised – even if many advertisers are still extremely challenged in their understanding of who, or what, they need to look at. The trouble is, so much of the commentary lacks objectivity. Continue reading →

Posted in agency remuneration / compensation, agency solutions, data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, social media & digital marketing | Comments Off on Who’s to blame for the current digital media mess? We all are.

Cut through the clutter in your marketing technology stack

Posted on March 10, 2017 by Kylie Ridler-Dutton
Share47
+110
Share15
Shares 155

The technology transformation era has caused businesses to sit up and take note that in order to sustain your brand for future growth and profit you need to invest in the latest technology to keep up with….what exactly? This question, and often panic, has led to businesses investing in multiple technology solutions and internal marketing departments facing restructure to manage the investment, which ultimately leads to more (poor) investment. Sometimes businesses get it right investing in technology and sometimes it can lead to dormant software and marketing divisions not really achieving results. Which leads to the big question that often cannot be answered, or in most cases is not even being asked ‘What has the ROI been on that investment?’ Continue reading →

Posted in data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, marketing procurement, return on investment, social media & digital marketing, strategic management | Comments Off on Cut through the clutter in your marketing technology stack

Managing Marketing: The transformation of Higher Education marketing

Posted on March 3, 2017 by Darren Woolley
Share74
+111
Share17
Shares 173

Chief Marketing Officer, John Chatterton talks with Darren about the challenges facing marketers, particularly in the Higher Education category, which is undergoing significant transformation due to the changing expectations of students and industry. He shares some of the opportunities for marketers in the category to help manage this transformation leveraging strong brands with agile customer experience management. Continue reading →

Posted in customer relationship management, data & direct marketing, industry news & trends, Podcasts, public sector, return on investment, social media & digital marketing, strategic management | Comments Off on Managing Marketing: The transformation of Higher Education marketing

The problem with digital transformation

Posted on March 1, 2017 by Erik Ingvoldstad
Share154
+115
Share35
Shares 317

Digital Transformation is on everyone’s lips these days, from cool new start-ups, to the mastodons of the corporate world. The business models of yesterday are changing, and disruption is happening in all industries, across all markets. The disruption is driven by new competitors, new ideas, new technology, new mind-sets and new cultural shifts that are making it more and more challenging for companies to stay connected with their customers and to just keep the business running as usual. ”Usual” doesn’t exist anymore. Almost every tech company, every consultancy firm and every digital agency talks the talk on Digital Transformation. But very few companies actually manage to walk the walk. So, what is the problem? Why is Digital Transformation taking so long? Continue reading →

Posted in data & direct marketing, industry news & trends, marketing process optimisation, social media & digital marketing, strategic management | Comments Off on The problem with digital transformation

What Kind of CMO Leadership Do Advertisers Need Today?

Posted on February 27, 2017 by Michael Farmer
Share74
+112
Share21
Shares 174

CMOs are getting a lot of attention from the trade press these days, where writers drag in the usual suspects — Big Data, analytical skills, experiential marketing, Instagram, programmatic buying, Facebook, mobile platforms, Millennials, AI, Virtual Reality, etc. All to demonstrate how CMOs need to become superhuman masters of everything new and challenging, pushing themselves and their marketing organisations to achieve higher levels of marketing and technological sophistication. Continue reading →

Posted in agency remuneration / compensation, agency solutions, data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, marketing procurement, return on investment, strategic management | Comments Off on What Kind of CMO Leadership Do Advertisers Need Today?

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

Posted on February 22, 2017 by Zena Churchill
Share74
+112
Share22
Shares 175

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 →

Posted in data & direct marketing, interesting observations, social media & digital marketing | Comments Off on The real problem with data is marketers don’t know how (or when) to use it

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

Posted on February 8, 2017 by Mike Morgan
Share83
+118
Share26
Shares 267

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 →

Posted in data & direct marketing, interesting observations, social media & digital marketing, strategic management | Comments Off on How TrinityP3 achieved 200,000 website visitors (and how you can too)

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

Posted on January 27, 2017 by Darren Woolley
Share55
+114
Share12
Shares 150

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 →

Posted in data & direct marketing, industry news & trends, marketing procurement, media planning & buying, social media & digital marketing, television & electronic production | Comments Off on Is the Year of the Rooster an opportunity to address a few major issues for advertisers?