Working with a marketing agency can be the most rewarding experience … and the most frustrating. Missed goals, spiralling costs, mutual suspicion: when a client-agency relationship breaks down, both parties suffer – wasting time, money and goodwill. How can businesses get the most from their marketing agency
By Tim Ellett of The Marketing Centre At first glance, McKinsey’s quarterly marketing and sales report for 2017 – The new battleground for marketing-led growth –
There is no such thing as a rational purchase decision. Sure, there are practical necessities like cost, quality and effectiveness, but our initial purchase desire comes from a feeling, usually of frustration. We then go and research a load of information, find out which is the best solution, and then, generally, make our final decision based on emotion, too.
With revenues of $30.4 billion in the second quarter of 2016, Amazon is by some margin the world’s largest online retailer. That’s great news for driven founder Jeff Bezos. But the field isn’t closed off: product-led businesses of all sizes can take a slice of the action by ‘reselling’ their products on the platform. Two million businesses currently sell via Amazon Marketplace, accounting for 40% of the site’s turnover. But while the Marketplace service offers massive e-commerce potential and easy-win benefits for a business’ bottom line, it’s not right for everyone. Luxury brands can suffer. Large product inventories can prove hard to handle, and retailers are at risk of copycat manufacturers on the site.
Another financial year over. How did your business do? Did you hit your targets? Exceed them, even? If you could do it again, what would you do differently? Year end is the perfect time to take stock of your performance over the last twelve months and plan for the future. Not only for the financial year ahead: for your hiring plans, product development and – of course – your marketing.