5 Tips for a Great Introduction to Marketing Operations (or Marketing Resource Management)
Introducing a marketing operations (or marketing resource management, aka 'MRM') system to your organisation takes a bit of planning. This is because there are usually many stakeholders, both from...
5 Steps to Visibility: the Holy Grail of Marketing
“The power of visibility can never be underestimated.” Comedian Margaret Cho may have been talking about bigger life issues when she said those words, but the same holds true when it comes to...
5 Steps to Designing an Effective Marketing Operations Implementation
The effective management of marketing resources is an omnipresent challenge in corporations, according to Kerry-Ann Benton, who has been involved with marketing resource management in many guises...
Why AI is Too Important to Leave to Data Scientists
Marketers cannot leave data scientists to apply artificial intelligence to marketing data without themselves understanding how the technology works, or they risk misunderstanding their markets,...
The Key to Managing Operational Change in Marketing
“Most people don’t like change,” according to leadership guru John Maxwell. “They revolt against it unless they can clearly see the advantage it brings. “For that reason, when good leaders prepare to...
4 Things We’ve Learned from Ongoing Global Financial Scandals
In 2019 there are some massive global issues for financial services marketers that will not go away. Every major market, from Europe to the US to Australia, seems to be affected.
Managing brand personality across channels crucial to trust: RMIT
Media disruption is impacting the habits of some audiences as often as every three months, with students reacting to trends and changing the way they use or consume social media as often as once a...
5 Signs Your Marketing Planning Process Needs an Update
“Planning is bringing the future into the present so that you can do something about it now.” That’s the claim of time management guru Alan Lakein. So why don’t more marketers look forward to...
5 Reasons to Restructure Marketing into Cross-Functional Teams This Year
Is your marketing department organised in cross-functional teams focused on customer segments and journeys? Or do your marketers work in functional silos with all the digital marketers together,...
4 Ways AI Will Make Creative Briefs Better
Ad man David Ogilvy once famously said: “Give me the freedom of a tight brief.” A tight creative brief to agency creative teams eliminates time-wasters and tangential information, making it faster...
