January 2021 – Page 3

Ritson on brand: pick an enemy and position against them. Hard.

Positioning against an enemy brand is a powerful yet under-utilised approach in marketing, writes Mark Ritson. This article originally appeared in The Versus Issue, our latest issue of Marketing magazine. A museum guide is showing people around a set of dusty old exhibits and there, behind a red rope barrier, is

January 16, 2021

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Telemarketing

Moving Forward: What Will 2021 Bring for Contact Centers?

Contact Center Pipeline’s Advisory Board shares solid advice to take into the new year. Welcome, 2021! The new year always brings hope for new beginnings. Although COVID-19 is still the central focus of our everyday lives, the contact center industry appears to be moving forward with

January 16, 2021

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Marketing Strategy

Target’s Flaw Was in Its Plan, Not in Its People

The death of a company is not a pretty thing. The announcement on January 15 was earth-shattering for so many. However, my faith in my colleagues -- my fellow Canadians -- is only reinforced by what we've tried to do to help each other since

January 16, 2021

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Marketing Strategy

Many Strategies Fail Because They’re Not Actually Strategies

Summary. Many strategy execution processes fail because “new strategies” are often not strategies at all. A real strategy involves a clear set of choices that define what the firm is going to do and what it’s not going to do. Many strategies fail to get

January 10, 2021

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Media Buying

Smart Marketing’s 10 Steps to Great Media Planning

This article is based on thinking and illustrations in The Smart Marketing Book (US: https://bit.ly/DJW1000; UK: lnkd.in/deayvyx). 1) Set the right budget The right amount to spend on media depends on factors including your business’s objectives, its cash reserves and the competitive environment. Appropriate budgets can be set

January 8, 2021

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Marketing Strategy

The 2 Types of Authority All Businesses Need for Marketing Success

These two forms of authority will help you thrive in your business and build rapport. In business, being the trusted authority in your space is the best way to earn your customers' trust. Or is it the other way around? Do you become an authority in your space

January 7, 2021

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Email Marketing

Five email marketing predictions: Continuing trends and new opportunities

Email marketing 2021 and how 2020 impacted the Industry’s most valuable channels. Validity's VP of Customer Engagement shares email marketing predictions. In 2020, we saw a vast increase in the usage of email marketing as the volume of senders skyrocketed. Will this trend continue into 2021?

January 7, 2021

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Marketing Strategy

Why Facts Don’t Change Our Minds

New discoveries about the human mind show the limitations of reason. In 1975, researchers at Stanford invited a group of undergraduates to take part in a study about suicide. They were presented with pairs of suicide notes. In each pair, one note had been composed by

January 6, 2021

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Digital Marketing

How scammers made ad fraud a billion-dollar criminal industry

Whoever came up with “thieves rob banks because that’s where all the money is” needs to add “digital advertising” to the updated version of the adage. Criminals simply don’t need to go through all the trouble of stealing money from well-fortified financial institutions when they

January 5, 2021

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Digital Marketing

The Inescapable Logic of Ad Fraud

The recent alarming revelations of Russian hacking of 250 US Government agencies, which went undetected by our most sophisticated cybersecurity defenses including the military’s Cyber Command, the National Security Agency, and the Department of Homeland Security must lead us in the marketing business to reevaluate

January 5, 2021

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Ritson on brand: pick an enemy and position against them. Hard.

Moving Forward: What Will 2021 Bring for Contact Centers?

Target’s Flaw Was in Its Plan, Not in Its People

Many Strategies Fail Because They’re Not Actually Strategies

Smart Marketing’s 10 Steps to Great Media Planning

The 2 Types of Authority All Businesses Need for Marketing Success

Five email marketing predictions: Continuing trends and new opportunities

Why Facts Don’t Change Our Minds

How scammers made ad fraud a billion-dollar criminal industry

The Inescapable Logic of Ad Fraud

Boosting Customer Engagement: Maximize Email Newsletters to Grow Your Client Base

Slack has been siphoning user data to train AI models without asking permission

The Art of Asking Smarter Questions

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