Business Insights

Marketing is a gamble. Possibly not what you’d expect to hear from a marketing company, but bear with us.

Mobile is the magic bullet of B2B marketing. Never before have marketers had a delivery mechanism so precise and so intimate. This isn’t the scattergun of a TV ad, or the impersonal blast of a billboard – this is a tailored strike delivered to a device that is always on, usually within arm’s reach and so often in the palm of a prospect’s hand.

  Google AdWords celebrates its 16th birthday later this year, so it should come as no surprise that – like any teenager – it’s going through some changes.

Most organisations calculate – or estimate – the percentage of funds they want to dedicate to marketing, then ‘build out’ their marketing plan within this figure. On the face of it, this approach makes business sense. After all: you don’t want to spend more than you can afford. But in doing so, how can you be confident you’re achieving maximum bang for your buck?

Business owners don’t always equate brand values with the valuer of their brand, but knowing exactly what you stand for is more than nice words and self-promotion. One of The Marketing Centre’s part-time marketing directors and branding specialists, Lance Hiley, explains how a little self-knowledge can add a lot of performance...