The Spice Report - Insights & Perspective
The annual Gartner CMO Spend Survey has just been released.
And this year it’s all about results. Marketers are focusing more efforts on existing customers. They are also allocating 9.2% of their total marketing investment to analytics—the most of any of the 13 marketing capabilities in the survey.
Sixty-five percent of respondents reported that they expected an increase in budget from 2017 to 2018. Only 35% expected the same or lower levels. The biggest areas of investment growth remain digital advertising, websites and social marketing.
One of the fundamentals of strategic theory relates to thinking forward and reasoning backwards. The dollar auction is a great example.
So, how do you sell a dollar for more than a $1.00? Take a group of people and offer to auction off your dollar in five-cent bid increments. The high bidder wins, but the second highest bidder, the loser, has to give up their losing bid. You’ll almost always get more than $1.00 for your dollar—guaranteed.
According to Gallup, engaged workgroups are 18% more productive, 37% less prone to absenteeism, 2.6 times faster-growing and 16% more profitable! They’re happier too. Who doesn’t want that?
There are many components to increasing engagement. But what if you could identify one that could create a significant impact, and it’s easy to implement? There is such a solution—it’s giving your people opportunities to get involved in your community through an employee volunteering program.
When executed well, video delivers tremendous marketing advantages. Here are some fast facts that support the power of video:
Should you copyright your whitepaper? Can you get a trademark on your brand? Can you patent your unique system? What are the differences?
If you’ve ever wondered about how to protect your intellectual property (IP), here’s a quick overview along with helpful links for more information.
Ask a marketer about his or her top content marketing challenges, and most likely something like “producing new content on a consistent basis” will be in the top three responses. There are many solutions to this challenge, and one of them is to simply repurpose. To help our clients do that most effectively, we’ve created the Pepper Group Content Matrix.
Winston Churchill, after being called to task for having a preposition at the end of a sentence, declared “That's the sort of pedantry up with which I will not put!"
This perfect response wonderfully reinforces that sometimes it’s OK to stretch the rules. This is especially true for marketing or advertising copy. The important thing is that your writing communicates your message and gets results.
Besides having the confidence to stretch the rules, here are 10 more tips for marketers: