Marketing Transformation – Insights

Marketing transformation is often mistakenly termed digital transformation. While much of the transformation taking place this century is digital, the technology is simply the enabler of this transformation and not the transformer. The real opportunity is in applying the tech solutions available to support opportunities for improved marketing performance and productivity.

Our marketing transformation advisory looks to alignment of culture, strategy, structure, capability, and process with the technology solutions available, which you can explore in more detail here:

You can find more information on our marketing transformation practice here or explore more details and insights below.

Unintended messages in client-agency relationships

Unintended messages in client-agency relationships

With his third law, Isaac Newton told us that ‘for every action, there is an equal and opposite reaction’. Much ...
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How to make marketing change management more successful

How to make marketing change management more successful

There has been an incredible amount of change within marketing departments (and of course businesses overall) over the past 2 ...
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Seven watch-outs with AI-driven marketing mix modelling

Seven watch-outs with AI-driven marketing mix modelling

The call for greater accountability of marketing investment has never been louder. And as technology continues to revolutionise the way ...
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Have you thought through all aspects of your Martech strategy?

Have you thought through all aspects of your Martech strategy?

At first, it seems like such a simple question, but the more you delve into what’s possible and the ramifications ...
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How a new CMO can make themselves a champion in the first 90 days on the job

How a new CMO can make themselves a champion in the first 90 days on the job

Most people, in most jobs in this industry, want to make an impact in some shape or form. It’s not ...
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Why 96.5%* of marketers agree that market research needs to be treated with caution

Why 96.5%* of marketers agree that market research needs to be treated with caution

Market research in many ways is the industry ‘comfort blanket’ that underpins marketing plans and assumptions. If you can say ...
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The 90-day plan to deliver your revamped 2021 marketing approach?

The 90-day plan to deliver your revamped 2021 marketing approach?

Hopefully, you have arrived at this blog having already read the blog written last week that set up the help ...
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Why marketing restructures are rarely marketing transformations

Why marketing restructures are rarely marketing transformations

With so many organisations either looking or being forced to review their current marketing strategy due to the pandemic, it ...
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How to rebalance the origination versus adaption split in marketing today

How to rebalance the origination versus adaption split in marketing today

TrinityP3 recently had its planning conference in Sydney. With regional consultants from UK, Europe, Asia and Australia coming together for ...
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Has your CEO set up your marketing team to fail rather than succeed?

Has your CEO set up your marketing team to fail rather than succeed?

No matter the size of your company or organisation, from a micro-business of one or two to a multinational corporation ...
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The advertising industry is stuck in the 1960s - thinking ‘small’

The advertising industry is stuck in the 1960s – thinking ‘small’

Michael Farmer recently published this great thought-provoking article. He identified the issue of creative agencies taking on more and more ...
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Flushing money down the toilet

Stop flushing money down the toilet with your marketing technology investment

Clicking into Mumbrella, I read the headline: “Mark Lollback’s big regret as McDonald’s CMO: Flushing ‘$3m down the toilet’ on ...
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Artificial intelligence

Real life tips and learnings of applying artificial intelligence in marketing

Trends abound in Marketing. It’s an exciting part of the discipline’s continual evolution.  And the Artificial Intelligence (AI) space is ...
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Direct marketing

3 reasons why direct marketing isn’t dead in today’s digital era

Lester Wunderman (RIP) said, “I am absolutely convinced that the future of our industry lies with the large, highly competitive ...
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Drowning in data

How to stop drowning in a waterfall of data and extract more value

Marketers and agencies alike are drowning in a waterfall of data. This data comes from multiple sources and is used ...
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What comes first in advertising, channel or content?

What comes first in advertising, channel or content?

This is the next in a series of one-minute videos that address one of the many complex challenges facing marketing, media ...
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stakeholder engagement

The Importance of (good) stakeholder engagement in any marketing transformation project

Each year at TrinityP3 we work on many large strategic marketing projects. Ranging from marketing performance solutions to technology solutions ...
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marketing technology budget

Top 10 ways to make the most of your marketing technology budget – Infographic

MarTech and AdTech are significantly impacting the way marketers market today. But to invest in these technologies is a significant business ...
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Cut through the clutter in your marketing technology stack

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

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 ...
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Marketing transformation: a cautionary tale of two marketers and two very different outcomes

Marketing transformation: a cautionary tale of two marketers and two very different outcomes

No one can deny the innovations and changes that are driving transformation in marketing. Some call it a digital transformation, ...
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Golden Rule of Marketing

Time for marketers to follow P&G’s lead and apply the Golden Rule

Congratulations to Procter & Gamble CMO Marc Pritchard on an excellent example of how marketers need to apply the Golden ...
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Marketers misuse data

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 scepticism that still hinders its ...
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The 4 most common dead ends, watch outs and cautions when assessing data driven marketing

The 4 most common dead ends, watch outs and cautions when assessing data driven marketing

There’s never been a better time to be a marketer. (Sorry to borrow and modify a phrase from our esteemed ...
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It’s time to get back to Marketing ROI basics and that means starting with the budget

It’s time to get back to Marketing ROI basics and that means starting with the budget

How would you handle finding out your marketing spend had been misreported by millions of dollars? More importantly, how would ...
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10 key issues to consider when building your marketing technology stack

10 key issues to consider when building your marketing technology stack

And the winner of Chiefmartec’s 2nd ‘Stackies’ Award, for the best in class Marketing Tech Stack is… Datapipe - for ...
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What you may not know about the digital marketing landscape

What you may not know about the digital marketing landscape

"I don't know what I don't know" Have you heard this lately? Or have you found yourself saying this lately? ...
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How to align your digital marketing to marketing

How to align your digital marketing to marketing

This is the third post in the series of TrinityP3 Webinars. Welcome everybody this afternoon to this one hour Webinar ...
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7 best practice tips for Marketing Dashboards

7 best practice tips for Marketing Dashboards

They’re a beautiful thing aren’t they. The dashboards created for your marketing activity or business as a whole? “Which dashboards ...
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sliver bullet

A silver bullet for using data and digital agencies to drive better marketing performance?

It seems that every agency and technology provider is an expert. Yet why are so many ‘experts’ pulling marketers in ...
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