Marketing

The traits of a successful marketing manager
Most businesses have a marketing component, and if they don’t they should, but what makes a marketing department successful is the quality of the marketing manager.

A great marketing manager can be the difference between success and failure, or growth and stagnation.
There are no secrets to success, just great relationships
Back in the mid 1990s, having walked out of university ready to earn big money in journalism, I was rudely awakened by the difficulty to get a job in the industry. So, like any self respecting 20-something, I took any job I could and became a shoe salesman while I trawled job ads for my chosen profession.

I was Al Bundy at the tail end of Al Bundy’s great Married With Children TV run; before the brilliant Ed O’Neill became the old man on Modern Family. Now, I have never considered myself a salesperson, but I did okay and the easiest sales came because of an immediate rapport built with customers. I really wasn’t selling anything, I was just having a chat to someone whose interests matched mine, or whose personality was appealing. I think they bought from me because of the very fact that I wasn’t selling to them, and of course they needed a pair of shoes.
The custodian of your brand
Getting ready for the artic freeze with a 12 degree chill expected tomorrow, I am gladly sitting in my warm office in Atlanta.

The team is fired up for the start of the new year. At this time of year, many people rethink where they sit in this world; life, work, health. I for one, have been doing a lot of that lately.

As I embark on the next phase of global expansion, I am left with some thoughts on the people I employ and those who would best suit our company going forward.
Why the 'best of the best' marketers work in consultancy
Marketing Eye is growing at a phenomenal pace with our first licensee approved, and a new office in Seattle, Washington. As such, we need to hire new people to join our team. We have three positions available: Marketing Manager (Melbourne), PR and Communications Executive (Sydney), Graphic Designer (Sydney or Melbourne).

To give you a snapshot: our existing team is highly talented and here for the long haul. They are a mixture of marketers, creatives, branding, web and public relations professionals. Each person is dedicated to being the best they can be - and in return, they are given a highly rewarding career in marketing, PR and graphic design.
How the most niche businesses can have the biggest global impact
Marketing agencies usually have a mix of large and small clients. Some are well known in the wider community, even the international community, while others are known only in the sectors they represent. But sometimes you see a client stride from industry renown into national and global prominence.

GP Graders is one such client. Their commitment to technology innovation and customer service has just seen the company take out the Australian Export Awards.
Black Fridays are marketing's black days
Black Friday and similar global fire sales are examples of marketing gone horribly wrong. To me they seem to bring out the worst in humanity; fights over televisions, people stepping on fellow human beings just to get to the deal quicker, ugly language and uglier behaviour all in the name of a bargain.

After Thanksgiving, a holiday in which life is celebrated, it seems the thanks is forgotten and the giving expected not earned.
Why superstars are good for your brand
Last week, I was sitting at the airport awaiting my flight. In the US, you can travel with your dog, so Pippa, my trusted companion, accompanied me to the lounge. As we took our seats there were two young women sitting to our right. They both smiled and I did my usual uneasy smirk and quickly avoided eye contact. It's something that I always do although I know that I shouldn't.

I decided to go and get some water and after much fussing from the staff, who were incredibly dog-friendly, I felt that Pippa would be okay while I walked away. She sat patiently watching my every move and while people were trying to get her attention, her stare remained fixed.

Finally when I arrived back, and she was suitably relieved, one of the young women asked about Pippa and gave her a pat... and then more pats. Pippa couldn't be happier and that opened the door for conversation. 

We discussed where we were from, what we do and all the normal things airport conversations conjure up. 

The young woman was Ellie Goulding. She was travelling with her school friend and personal assistant Hannah, who was equally delightful. 
Facebook: A marketer's dream or a waste of time?
Earlier this month, Facebook CEO Mark Zuckerberg held an hour long live-steamed Q&A from the company’s Menlo Park Headquarters.

The idea was to answer questions about the direction Facebook is taking. There were the usual superfluous questions, but the one question that was on many marketers’ minds was: what happened to the organic reach on my Facebook Page?
Growth Hacks: Five Fantastic Tools for Kick-Starting Startups
You’ve founded a startup. You’ve been putting in 80 hour weeks, working every moment you’re awake, sleeping in the office and it seems like it’s paying off! Numbers are rising, and you’re gathering media buzz. But then—everything stops. Traffic drops, registrations decline. You’re still trying to secure that next round of funding, and a drop in numbers right now could be fatal. It’s now or never. 

Okay, take a breath. That was just a thought exercise. But it’s an important topic, and one any founder or aspiring founder should have a plan for. Just how do you kickstart your startup’s growth to get you to that next round? We’ve assembled five tools to help you get your startup off life support and into major growth mode. 
vast blog
Design
is one of the most important facets of any marketing campaign. Although it isn’t something we think about too much when we are looking at an ad, logo or a brochure, the fact is if the design isn’t attractive we just won’t read what is on offer.

Earlier this year Business Insider ran a piece on The 15 Worst Corporate Logo Fails. Topping the list was the London 2012 logo, which some mistook for a Nazi logo and others for Lisa Simpson being a very naughty girl. 
optin-in-blog
Brand communication via our smartphones is nothing new, however marketing agencies, retailers and other savvy businesses are now making better use of the tool.


According to eMarketer, mobile budgets have increased more than 735% between 2011 and 2014 and spending is expected to rapidly accelerate.
curator blog
We all know that content is king. In the magazine world, from where I have come and which is vastly different to that of marketing, content drives advertising, audience and sales. Come to think of it, perhaps there isn’t much difference between the two.


What makes a magazine successful is a good mix of editorial and features written from within the editorial department and outsourced articles written by experts within particular fields. As a business editor, I would ask contributors to supply specific topics on property, investments, risk management and marketing. In-house editorial combined with carefully curated content, creates a magazine that encompasses the most important aspects of readability: information and entertainment.
As part of my new time management ritual, I am cutting back on my time surfing the net, checking for updates on social media and reading blogs.

When you run a business such as mine, it's hard to find time to do everything that you want to do, at the level you would like to do it at. So, I spent some time this morning reading over 50 different marketing blogs and was amazed at the varying levels of content quality.

There have been five writers that have truly stood out in the past few years, and although it would be fair to say that they have the following of the most loyal marketing and entrepreneurial crowd, they also come with thought leadership and strong opinions - which makes for great reading.
marketing colaboration blog
Marketing Eye Marketing Manager Melissa Sharp attended
Media Social recently, a Sydney-based event which brought together some of the country’s best and brightest marketing managers to share ideas and experiences.

Melissa gave me her take on the event and the presentations and ideas she found most inspiring.
shutterstock 220005958
It’s crunch time for marketers.  No longer can marketing teams and their agencies get away with disregarding their organisational sustainability policies.  Any why do I think that?  Because we’ve had a few clangers lately. 

Remember the Telstra iPhone 6 ad, where the man opens the packaging and throws it away so that a crab becomes stuck in it?  Not a great example of environmental responsibility – and also a reinforcement of overt consumerism. 
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