Stop saying ‘brand marketing’, it’s one half of a false dichotomy
Thomas BartaPerformance marketing has an evil twin: brand marketing – another term that promises clarity, but mostly delivers the opposite.
Thomas Barta
All I want for Christmas is for ‘performance marketing’ to vanish
Thomas BartaTwo small words can do big damage. ‘Performance marketing’ gives marketers and C-suites the wrong idea about return on investment and needs to be retired.
What Amazon’s 14,000 layoffs reveal about AI’s grip on marketing
Thomas BartaAI is taking jobs from marketers in areas such as SEO and ad production, but the challenge remains the same: make yourself irreplaceable by creating value.
Constant improvement leads to constant growth – just ask Apple
Thomas BartaMeaningful product tweaks enable incremental sales, and while most marketers don’t influence product, you can gradually change that with customer insight.
Marketers need more sense to stem the tide of CMO firings
Thomas BartaThe combination of business, digital and purpose sense Diageo CMO Syl Saller has should act as an example for all marketers craving greater influence.
The hidden power of the marketing funnel
Thomas BartaTo some people the marketing funnel is far too simplistic; to others it can be a priceless tool for improving sales.
Marketers are forgetting the importance of A/B testing
Thomas BartaThe value of A/B testing should not be underestimated, but all too often it’s overlooked.
Don’t lose sight of the fact your job is to find customers
Thomas BartaWhile a marketer’s job is varied, ultimately the end-goal is to find profitable customers.
For career success, relevance trumps being cool
Thomas BartaIt’s easy to become swept up in eye-catching projects but as the demise of the Airbus A380 proves, ideas must also be relevant to thrive.
Why brands should ask customers for feed-forward, not feedback
Thomas BartaRather than asking customers for feedback, ask them what you could do better in future.
To instigate change, first you must prove yourself
Thomas BartaAs a marketer you can only instigate change if you have a proven track-record and people believe in your ability – it’s about building up credit.
How to make the middle manager cool again
Thomas BartaMiddle managers often get a bad rap but they are the ones closest to what’s happening within a business and therefore in the best position to get things done.
Rewarding marketers for effort rather than revenue will do more harm than good
Thomas BartaIf marketing is to be respected for creating sales and profits, marketers’ targets must be based on those numbers, not on campaign delivery.
Try This: Don’t recruit yourself
Thomas BartaMarketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Try This: Thrive in a matrix organisation
Thomas BartaMarketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.