It’s fair to say that marketing terms are often misunderstood. Just to be clear, PR is a subset of marketing. It is not a different discipline.
However, it is a bespoke skill that requires specific expertise, just like any specific marketing medium. PR covers a wide range of activities, including media relations, crisis management and corporate communications – all of which are very important commercial considerations.
But, and we cannot emphasise this enough, it is not a standalone activity. It only ever sits within your overall strategic marketing plan, and this also ensures that all brand experiences by every single stakeholder remain consistent and coherent.
Some digital marketing agencies will tell you that SEO planning is primarily a technical activity, inferring that clients are unable to provide any meaningful input into their search engine optimisation strategy.
Whilst it is undeniably true that SEO is a technical process to some degree, it’s not all as technical as it used to be. The only way to rank in today’s search engines is to create a digital strategy that is supported by search engine algorithms.
And that’s not to say the technical performance of your website is not important. It is. A website has to load quickly, be intuitive to navigate, be responsive across all devices, and provide a great user experience (aka ‘UX’).
Data is useless without insight. There, we said it. As blunt as that. But we know it, and deep down you know it too. It’s one of the most significant pain points we face as marketers. Collecting so much data that we can’t actually tell if it’s even useful. Or indeed, if we’re using it in the most effective way to achieve and support overall business objectives and achieve (or in some cases prove) that all-important ROI to the management team.
Today, marketing teams need to look at the customer journey beyond the analytics. Looking at how they can turn customer data into actionable, business-minded decision-making objectives. That’s what we want to focus on in this blog— an insight into how to manage data better, providing support for strategic direction insights, with practical action points to improve the efficiency and efficacy of your overall sales and marketing plan.
The purpose of this blog is to help businesses to brief their marketing agency better, in order to end up with the best possible outcome.
As an integrated marketing agency which works with clients of varying levels of marketing knowhow, the Abacus team is used to working in an agile way to help our clients during the briefing process. Large companies normally have a big marketing team in place, so that makes life easy in this respect, but smaller companies and start-ups don’t always have a marketing person with the experience and expertise needed to articulate their requirements in a clear and concise way.
That’s fine, there is nothing wrong with that. In truth, formal written briefs tend to be self-limiting to some degree anyway. Yes, they are a good starting point, but it is often far better to meet up for a face-to-face meeting that will enable us to discuss your brief (written or otherwise) in much more detail.
Are you looking for a marketing agency as passionate as you?
At Abacus Marketing, we pride ourselves on providing a professional, transparent and high quality service to companies of every size. Not only do we work with lots of ambitious SMEs and start-up enterprises, but we also work with a number of blue-chip corporates too – such as Canon, for whom we create through-the-line advertising campaigns for the Middle East, Africa and Eastern Europe to promote their cameras and printers. Or Kuehne + Nagel, for whom we delivered an integrated corporate sales presentation tool and an office signage toolkit that is used across their global network of offices. Or Virgin Holidays, who trusted us to deliver their sales conference. Add to that list the likes of MasterCard (integrated TTL marketing campaign for a prepaid product), Land Rover (dealer programmes), IBM (channel marketing across Europe), Tesco Direct (integrated marketing campaign), Esso (customer service programme for their UK forecourts) and AXA (ad hoc marketing support), and you can see that Abacus provides a service trusted by some of the biggest global organisations.
With the new year fast approaching, it’s time to get ready for 2020. And from a marketing perspective, it always helps to be aware of any trends that are likely to have an impact on how you market your business to prospects and customers. So, here are some insights into some top digital marketing trends to look out for in 2020 and beyond:
This month’s blog has been written by Lucy Cheesewright, Managing Director at Langstroth. Lucy has developed an international reputation for all aspects of event management and has many years of experience working across a wide range of events. Abacus works in partnership with Langstroth, a professional event management company with a passion for excellence, to deliver prestigious high-quality events for our clients.
So, you are ready to invest some of your hard-earned savings on marketing, and you are looking for immediate results – such as sales leads, web traffic, and customer engagement. You want to target specific audience groups and you need to be able to measure performance in order to improve what you are doing on an ongoing basis. If these are your goals, a digital advertising strategy is very probably the right option for you to go for.
It’s important to take your time and consider your options carefully when you wish to enlist the services of a digital marketing agency. Make the wrong decision and it could have disastrous consequences for your business, resulting in a great deal of time and money being wasted. The best marketing agencies are the ones that work hard to gain an in-depth understanding of your specific needs and requirements and use their skills and experience to create an affordable package that meets your objectives perfectly whilst making the most of the technology and other resources available to them.
In our article at the start of the year predicting marketing trends we expected to see during 2018, we made a brief mention of the growing use of artificial intelligence in marketing 2018 and commercial applications for both sales and marketing purposes and their solutions. Here we take a closer look at how it is becoming ever more important.