More and more people are turning to their mobile devices to find answers to their questions and even to discover new products and services. Are you making the most of your mobile marketing efforts to respond to the current mobile shift?

A near infinite number of metrics are involved in calculating the effectiveness of marketing, but perhaps the most important metric of them all is the ROI. This guide will walk you through the ROI benchmarks in different areas of marketing.

Kickstart your week with 10 marketing statistics worth exploring. Today we feature statistics around data-driven marketing, marketing technology, and disruptive technologies.

Marketing automation is no longer a luxury that is reserved for the largest companies. Startups and microbusinesses need to take advantage of this as well. Here’s why.

It’s not always the best businesses that win. It’s the best marketing. Marketing is the lifeblood of the business. It allows you to know who your target customers are and form a relationship with them.

But as your business grows, building and maintaining great customer relationships become a challenge. This is where marketing automation proves to be helpful.

Video is fast becoming a household name in the marketing industry today with it expected to dominate the market by as much as 80% by 2019.

And that’s not at all surprising: it’s been found that adding videos to your website is the easiest way to ranking higher on Google search, and marketers all over the world consider video as the type of content with the best ROI.

The need for social proof is an inescapable part of marketing strategy today. With so much noise in the marketplace, it’s understandable why consumers look for social proof from their peers or other consumers about their buying decisions. So the best tool to communicate your value further? A video testimonial from your delighted clients.

Predatory marketing is what the big and memorable brands and fast-growing startups use to differentiate themselves and cut through the marketing noise. It’s all about striking at the weakness that arises from your competitor’s greatest strength.

You have a great product. You know that it can compete in the market. But none of it really matters if no one knows about it. That's why companies with the most quality leads grow and win. In this article, we will unpack one of the most effective platforms for B2B lead generation.

Our CEO, Ashton Bishop, reveals what businesses can do to find their next step change, and how to implement the Big 6 Challenges for business growth in this 7-minute Marketing the Invisible podcast with Tom Poland.

With so many delivery channels to think about today, how do you know which marketing channel works best? The straight answer is, you don’t. Your best shot at success today is having a multichannel marketing approach to ensure you are frequently where your customers are.   

Are you proactively influencing how your target audience sees your brand in relation to all the other options available to them (a.k.a your competitors)? 

So you already have a killer inbound marketing strategy. You may find yourself wondering  why you’re still having trouble getting your qualified leads down the pipeline. Why aren’t they converting?

When it comes to showcasing your brand to your audience in the best way possible, videos are still unrivalled.

Marketing automation assures us of one thing: it’s a powerful, remarkable, personalised way to engage with your audience. And if it’s done right, it can give you an edge over the competition in the war for customer attention.

Buyer personas. Either you have them but your team doesn’t know how to use them, so they’re good as gone — or your team simply skipped creating one to get to the ‘real work’.

While many companies are aware of the general importance of personas, they don’t fully understand what it is they’re trying to do when they create them.

Today’s customers and prospects know exactly what they want and go online to find it. To market your business in this new age, you need more than just the right message to stand out and drive customer loyalty. You need to do more than just create the right offer.

Even Amazon‘s $685 billion market value couldn‘t save the Amazon Fire. Launching a product online takes a lot of work — and it‘s something that can elude even the largest companies in the world.

As more brands turn to video to get their content noticed, the need to put out engaging content is no longer an option but a necessity.

In the second part of this series, Insights from Kevin Roberts, we ask the former CEO of Saatchi & Saatchi what goes on in his head when he talks to clients.

Look into any business and marketing is usually the first budget to be ignored — or cut out entirely. 

What really makes people decide to buy? And no, it doesn't have a lot to do with singing kittens riding bikes. Find out what does work here:

Marketing without a plan is like trying to chop down a tree with a crowbar. You might get there in the end, but there’s a better way.

If you think that email marketing is dead and that using email to reach your audience is an outdated approach, here are some statistics to prove that it’s here to stay and it’s not slowing down anytime in the future.

Public relations is a very important tool when you want to build brand awareness and be recognised as an expert. But is it right for your business now?

In 2017, a mattress war exploded when local mattress seller Koala threw massive shade at high-end bedding giant De Rucci. If you’ve been travelling from Sydney to Melbourne, you may have seen these somewhere near the airports...

KitKat wasn’t always the behemoth brand that it is today. It used to be floating around with all other Nestlé products, struggling to gain traction and make a name for itself. Like KitKat, many businesses often have a great idea or product but often find it difficult to get people to buy. Because the truth is, it’s often the best marketing, and not the best product, that wins.

On a degree of difficulty scale, marketing prescription pharmaceuticals rates high on the list. It’s an industry like no other — categorised by heavy restrictions, a shed load of data, and an audience that is limited and hugely intelligent.

To top that off, there’s also limited time to monetise the new drug before generics flood the market.

So in a few short years, your marketing campaigns need to shift choice away from the incumbent, educate those at the upper end of the knowledge chain, build brand loyalty and value above just price, and remain within the confines of the MA code.

It’s not a task for the faint of heart.

Marketing has changed. It used to be a distinct element of an organisation with a simple focus: getting goods and services from concept to customer.

But the world has changed, and so too must the way we view marketing.

As silos crumble around us and the world becomes more connected, integrated, and seamless, it’s becoming harder to see where one thing ends and another begins.

Which is why marketing needs a rethink.

And that rethink starts with a new definition.

Webinars deliver tremendous value both to the business and the audience. It’s a great and cut-through way to share, engage, connect, and educate your audience wherever they are in the world. That’s why we’ve always been fans of webinars.

Recently, Step Change had the privilege of leveraging the power of webinars.

Our CEO, Ashton Bishop, presented “Predatory Marketing: Repositioning the Competition to Build Business” to 76 CEOs, CMOs, and Marketing Directors for a series powered by GoToWebinar.