Marketing
Adam's Marketing Insights
I’ve created a new social post with a tailored landing page targeted at specific demographics, it is getting liked and shared organically, and appearing at the top of Google and I’m seeing a lot of leads roll in from my website. So what? Where are the conversions to sales? This is where most marketers, especially the new digital centric marketers, get stumped.
Today, marketing seems to be all about digital, SEO, making videos, TikToks, with the main self imposed KPIs something as basic web traffic or likes and shares of a post.
I want to flip that on it’s head, and look at what is really important in the world of marketing.
Why do we do marketing or communications for our business or organisation?
The answer is sales. More customers. Or if we are a government body, people acting on what we have to say, and not just liking and sharing.
A like on Facebook does not equal business. Sure enough a like or share on a digital platform can result in a sale when the right person responds to your promotion but why should likes alone be a valid KPI (Key Performance Indicator)?
I was talking to a member of the communications team of a local government council in South Australia a while ago and they were proud of some photos of a Harmony Day event they’d taken. Apparently one of them had over 30 organic likes on Facebook and 4 shares. Would any business owner in the right mind think that likes and shares of photos of their sales team is a good ROI (return on investment) for what they are paying a Generation Y or Generation Z marketer to do?
Sure enough, new marketers (and even well established business operators) think that being up with the latest shiny digital platforms is where they need to be, but I think they are missing so many strategic aspects of marketing that can help them do so much better, and deliver quantifiable results for their business/employer.
Marketing is evolving at lightning speed, fueled by technological advancements, shifting consumer behavior, and new insights from industry leaders. As we stand at the crossroads of tradition and innovation, understanding the state of marketing today is crucial for businesses to stay competitive. This article unpacks the latest developments, debates, and...
The world of graphic design is hurtling forward at an unprecedented pace, driven by technological leaps, cultural shifts, and evolving consumer preferences. As we step into 2025, staying ahead means understanding the trends that will define the year. Whether you’re a designer, marketer, or business owner, these insights will help...
In the past few years, artificial intelligence (AI) has gone from a futuristic concept to a practical tool revolutionizing industries—and marketing is no exception. Tools like ChatGPT caught the world by surprise with their uncanny ability to generate human-like content and solve complex problems in seconds. The shockwaves they sent...
Marketing is a game of numbers, but let’s face it—most marketers are playing with the wrong scorecard. In an era obsessed with data, we’ve allowed vanity metrics to dominate dashboards, presentations, and campaign reports. Social media likes, impressions, and followers may look good on paper, but they’re as empty as...
Who remembers floppy disks? I do. Floppy disks have been irrelevant for savings computer files for over 20 years at least, yet, their iconic design remains in the form of the vital Save icon that is found across PC and Mac programs. Why? It is one of the most memorable...
In the competitive world of advertising, the goal is simple yet elusive: to make your message memorable. Enter the Zeigarnik Effect—a principle from cognitive psychology that can revolutionize the way marketers approach their campaigns. By leaving tasks or visuals incomplete, you can create a lasting impression on your audience, driving...
In the world of brand management, the logo is just the tip of the iceberg. True branding lies in the interplay of identity, culture, and perception. A powerful, enduring brand can achieve something remarkable: the ability to tweak, twist, or temporarily abandon its symbols while still maintaining—and even amplifying—its salience....
The British Rail Double Arrow logo, introduced in 1965, is a timeless piece of graphic design that transcends its functional origins to become a cultural and marketing icon. Its journey, from a simple sketch on the back of an envelope to a symbol synonymous with the UK railway system, reveals...