CMOs have the shortest tenure of any member of the c-suite, according to new research. The report, by recruiters Korn Ferry, found that the average CMO in the US stays in the job for just 4.1 years, behind the average for the c-suite of 5.3 years. That is half the average tenure for a CEO …

Het aantal vacatures voor communicatieprofessionals en marketeers is in het laatste kwartaal van 2016 gestegen naar 28.900. Dat is een stijging van 23% ten opzichte van een jaar terug. In alle regio’s is in meer of mindere mate groei te zien. Dat blijkt uit de analyse ‘Trends en ontwikkelingen over het vierde kwartaal van 2016’ …

Psychographic segmentation has been out of favour for a while despite its obvious usefulness, but combining it with behavioural and addressable data creates a potent mix that could make targeting supremely effective.  In many ways, 2016 seems like a lifetime ago. Cast your mind back to February 2016 and you will recall a very different …

(Door Jos Govaart – SCP) Wat vind jij de beste campagne aller tijden? En waarom vind je juist deze campagne zo briljant? Komt dat door de briljante executie? Door het lumineuze idee? Of is het toch iets anders? Bijvoorbeeld hét inzicht dat zo ontzettend goed bij de campagne paste. Zo eenvoudig en helder dat je …

Nearly all marketers regard email as important to their work, but fewer than one in ten believe all their emails to customers are relevant, according to a new study. The Marketer email tracker 2017 report from the DMA, sponsored by dotmailer, found that two in five (42%) marketers said that at best ‘some’ of their …

As marketing technologies, channels, and platforms evolve, the skill sets of digital marketing professionals must evolve as well if businesses are to be able to successfully execute digital marketing strategies in 2017. Does your marketing team have the most important skills it needs for continued success and enhanced efforts? To identify potential talent gaps you’ll …

The famous ‘4Ps of marketing’ are revered by some members of the profession, and scoffed at by others. Some see these fundamental tenets of classical marketing theory – referring to product, price, promotion and place – as the foundations upon which all sound marketing strategies are built. For others, they represent dusty old concepts that …

Digital media fragmentation has driven down the price of online ads but at a cost to creativity and brand fame, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director. It is a trusim to say that media has changed over my time. In fact, it has exploded and there’s now a daunting superabundance …

The marketing landscape has changed dramatically in recent years because of the digitization of just about everything, new consumer behaviors, and competitive pressures. Today, more than ever, companies are looking to build and nurture personalized relationships with customers to drive increased loyalty and engagement. And although companies’ intent to enhance connection points with their consumers …