A recent study shows that CMOs (Chief Marketing Officers) rank business growth as the top priority in marketing goals. Following are insights into achieving this objective, as well as other strategies and challenges*. What are the top priorities in marketing? Business growth ranks first as the primary role of marketing: • #1: Delivery of business…

Marketing is always changing, and Customer Experience (CX) – interactions between a business and a customer throughout their relationship (ex., awareness, discovery, cultivation, advocacy, service, purchases) – is the new marketing battlefront, focusing on making businesses people-friendly. 89% of businesses expect to compete mostly on the basis of CX.¹ 74% believe that CX impacts customer…

Awareness is the first stage in the customer purchase funnel — a buyer must be aware of your product/service before making a purchase. While ROI (Return on Investment) focuses on sales, ROO (Return on Objectives) focuses on defining metrics, such as increased awareness, brand impact, and purchase intent. Awareness is an important metric to be…

In the past, companies typically used mass media (ex: TV, print, radio, etc.) to reach large audiences and there was limited data for digital advertising. Today, we are in the “age of local,” where marketing wars are digital and local relevance is key for major brands and local businesses. Follow the Money Multi-location brands are…

Brand awareness should be a key component of marketing efforts.  Studies show awareness of a product/service is an important factor for consumers when making purchases, linking brand awareness to consumer preferences.  Defining the Brand A brand can be defined as the relationship with the consumer; consumers feel “ownership” of a brand because of their experiences…