Cut through the clutter in your marketing technology stack

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

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Managing Marketing: The transformation of Higher Education marketing

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

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The problem with digital transformation

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

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What Kind of CMO Leadership Do Advertisers Need Today?

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

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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