Generative AI has brought into focus what makes a great marketer
“The more we have smart automation doing some of the job, the more important it is that we are critical thinkers,” says Econsultancy SVP Learning, Stefan Tornquist.
Econsultancy
The empty chair: Why innovation should centre on customer needs
This article is adapted from a section of Econsultancy’s Innovation Best Practice Guide, written by Steffan Aquarone. The guide presents a set of simple, practical ideas, and Aquarone takes the word ‘innovation’ itself to mean ‘finding ways of doing things differently’. The empty chair is a concept synonymous with Amazon’s customer-focus. Despite their importance to the […]
Innovation: Four flawed assumptions to avoid
This article is adapted from a section of Econsultancy’s Innovation Best Practice Guide, written by Steffan Aquarone. The guide presents a set of simple, practical ideas, and Aquarone takes the word ‘innovation’ itself to mean ‘finding ways of doing things differently’. Flawed assumptions to avoid when innovating – the premise of this article is pretty self-explanatory, […]
Nine practical steps for innovation
Tips to help with the research, the communication and the task of finding out what people want. In essence, how to have good ideas by asking the right questions.
The Future of Marketing Automation
Marketing automation is an established tool among data-driven marketers, and this trend looks likely to continue as estimates predict the global marketing automation market will rise from $5.2bn in 2022 to $9.5bn in 2027.[1] Increased uptake, particularly on a global level, is attributed to pushing this growth, but changes and improvements in the tools’ features […]
Implementing Marketing Automation
Once the strategic foundations of a marketing automation approach have been laid, an organisation may progress through to implementing the strategy by following the eight steps outlined in this chapter. Set clear goals and objectives Setting clear goals on what implementing marketing automation is seeking to achieve is a crucial first step in the implementation. […]
Laying the Strategic Groundwork for Marketing Automation
To effectively execute a marketing automation programme, it is important to spend time upfront scoping out the role marketing automation could play in an organisation. Building a clear strategic foundation makes it easier to create any necessary internal business cases and move to the next step of implementation. Building this foundation can help create an […]
The Challenges of Marketing Automation
As with all new tools and technologies, the path to adopting marketing automation is not without challenges. Respondents to Econsultancy’s 2022 Future of Marketing survey foresee a variety of issues in implementing marketing automation, as illustrated in Figure 1. This chapter will explore this in more detail. Econsultancy’s 2022 Future of Marketing survey identified limited […]
Why Organisations Should Use Marketing Automation
Many organisations are using marketing automation to handle tasks that would simply be too laborious or time-consuming for marketers to take on. In this way, marketing automation platforms offer major gains in efficiency, which can translate into greater benefits for the business. This chapter considers the most significant benefits offered by marketing automation, and why […]
Defining Marketing Automation
By automating tasks that would be impossible to complete manually, organisations using marketing automation tools can free their employees to work on more creative or strategic assignments. This chapter provides a definition for marketing automation, looks at how it works within a marketing strategy and outlines the key features of marketing automation platforms. What is […]
Marketing Automation: A Summary
Marketing automation refers to a software or set of processes that organisations can use to automate marketing actions such as sending emails, managing customer data or posting social media content that might otherwise be done manually. Marketing automation has been around since the 1990s, when the first automated email campaigns were executed. Since then, the […]
A checklist for creating a more neuroinclusive employee experience
Steps to help create an environment of psychological safety and allow organisations to benefit from having great minds that do not think alike.