Sun. Sep 25th, 2022
    en flag
    nl flag
    fr flag
    de flag
    pt flag
    es flag

    Editor’s Note: Annually after the Labor Day break in the United States companies begin to deeply evaluate all aspects of their business with the goals of both improving business performance in the last four months of the year and of initiating the preparation of budgetary and resourcing plans for the upcoming calendar year. One of the areas of evaluation that typically comes under increased scrutiny during this reenergized time of focus is the function of marketing. Provided below are four short extracts that highlight areas of marketing that may be beneficial for review by leaders and planners as they begin their post-Labor Day marketing planning and evaluation efforts.

    How Scientific Can Marketing Be?

    An extract from an article by Nate Holmes

    Marketing isn’t famous for being overly concerned with facts. At best, marketing informs people of products and services that can elevate their potential and wellbeing. At worst, marketing spins facts and bamboozles the public. Less discussed, however, is the way that marketers can deceive themselves.

    For several decades, there has been a push to make marketing more scientific, data-driven, and measurable. Numerous agencies, software platforms, and self-proclaimed gurus have rallied to the cause. It has been such a popular idea that CEOs and CFOs now believe that marketers actually control the metrics they measure.

    The more that digital systems track every click, view, search, and comment, the more confidence there seems to be that marketing can be done with scientific precision. I think this confidence is misplaced. While I’d like to see more scientific thinking introduced into marketing, I also want to be realistic about where it can help us, and how it can mislead us.

    Read the complete article on How Scientific Can Marketing Be? 

    Why Brand Awareness Matters

    An extract from an article by Kaya Ismail

    While brand awareness generally means how familiar consumers are with your company and its products or services, it’s essential to get more specific than this. Jake Taylor, marketing analyst at CORT, believes companies need to consider whether brand awareness means customers have heard their name before, or that their customers understand their specific products or services. Brand awareness is defined by the goals of the marketing team.

    For companies that don’t sell everyday items, for example, it’s not as important for their brand to be top of mind for consumers. “Instead, I want to know that when our customer needs us, they recognize the brand and understand the services we provide,” said Taylor. That’s why brand awareness can mean something different for every organization.

    Read the complete article on Why Brand Awareness Matters

    Do You Understand Marketing?

    An extract from an article by Dr. Philip Kotler

    Marketing’s key processes are: (1) opportunity identification, (2) new product development, (3) customer attraction, (4) customer retention and loyalty-building, and (5) order fulfillment.  A company that handles all of these processes well will normally enjoy success.  But when a company fails at any one of these processes, it will not survive.

    CEOs tend to see marketing as a department that comes into play after the product has been made, and the remaining job is to sell it.  We argue instead that marketing must be seen as setting the strategic direction for the firm.  Peter Drucker stated it well over thirty years ago:  “A company has only two basic functions: innovation and marketing.”

    The Fabric of Digital Marketing

    An extract from an article by ComplexDiscovery

    One unspoken but highly relevant factor in a digital marketing program’s success is the health of the target market. One only has to look at the last tech bubble to realize that many individuals who viewed themselves as marketing experts before the bubble burst were more the beneficiaries of great market conditions than great marketers. When the bubble burst, it quickly unmasked those leaders whose marketing programs were not comprehensive or cohesive and whose strong contribution to the organizational bottom line was because of market conditions, not solid marketing efforts.

    Bringing value to the bottom line with digital marketing consists of more than regular cotton candy emotional accents on popular topics. It consists of the comprehensive and cohesive use of the proper tactics, techniques, and tools, applied to share the right information with the right audience at the right time to positively inform that audience’s thoughts, decisions, and actions. If a marketing leader can do this consistently over time, they should be able to deliver a positive and quantifiable impact on an organization’s bottom line with digital marketing.

    Read the complete article on the Fabric of Digital Marketing

    Additional Reading

    Source: ComplexDiscovery

     

    Have a Request?

    If you have information or offering requests that you would like to ask us about, please let us know and we will make our response to you a priority.

    ComplexDiscovery is an online publication that highlights cyber, data, and legal discovery insight and intelligence ranging from original research to aggregated news for use by cybersecurity, information governance, and eDiscovery professionals. The highly targeted publication seeks to increase the collective understanding of readers regarding cyber, data, and legal discovery information and issues and to provide an objective resource for considering trends, technologies, and services related to electronically stored information.

    ComplexDiscovery OÜ is a technology marketing firm providing strategic planning and tactical execution expertise in support of cyber, data, and legal discovery organizations. Focused primarily on supporting the ComplexDiscovery publication, the company is registered as a private limited company in the European Union country of Estonia, one of the most digitally advanced countries in the world. The company operates virtually worldwide to deliver marketing consulting and services.

    Leaning Forward? The CISA 2023-2025 Strategic Plan

    The purpose of the CISA Strategic Plan is to communicate the...

    Continuous Risk Improvement? Q3 Cyber Round-Up From Cowbell Cyber

    According to Manu Singh, director of risk engineering at Cowbell, "Every...

    A Comprehensive Cyber Discovery Resource? The DoD Cybersecurity Policy Chart from CSIAC

    The Cyber Security and Information Systems Information Analysis Center (CSIAC) is...

    Rapidly Evolving Cyber Insurance? Q2 Cyber Round-Up From Cowbell Cyber

    According to Isabelle Dumont, SVP of Marketing and Technology Partners at...

    Revealing Response? Nuix Responds to ASX Request for Information

    The following investor news update from Nuix shares a written response...

    Revealing Reports? Nuix Notes Press Speculation

    According to a September 9, 2022 market release from Nuix, the...

    Regards to Broadway? HaystackID® Acquires Business Intelligence Associates

    According to HaystackID CEO Hal Brooks, “BIA is a leader in...

    One Large Software and Cloud Business? OpenText to Acquire Micro Focus

    According to OpenText CEO & CTO Mark J. Barrenechea, “We are...

    On the Move? 2022 eDiscovery Market Kinetics: Five Areas of Interest

    Recently ComplexDiscovery was provided an opportunity to share with the eDiscovery...

    Trusting the Process? 2021 eDiscovery Processing Task, Spend, and Cost Data Points

    Based on the complexity of cybersecurity, information governance, and legal discovery,...

    The Year in Review? 2021 eDiscovery Review Task, Spend, and Cost Data Points

    Based on the complexity of cybersecurity, information governance, and legal discovery,...

    A 2021 Look at eDiscovery Collection: Task, Spend, and Cost Data Points

    Based on the complexity of cybersecurity, information governance, and legal discovery,...

    Five Great Reads on Cyber, Data, and Legal Discovery for September 2022

    From privacy legislation and special masters to acquisitions and investigations, the...

    Five Great Reads on Cyber, Data, and Legal Discovery for August 2022

    From AI and Big Data challenges to intriguing financial and investment...

    Five Great Reads on Cyber, Data, and Legal Discovery for July 2022

    From lurking business undercurrents to captivating deepfake developments, the July 2022...

    Five Great Reads on Cyber, Data, and Legal Discovery for June 2022

    From eDiscovery ecosystem players and pricing to data breach investigations and...

    Cooler Temperatures? Fall 2022 eDiscovery Business Confidence Survey Results

    Since January 2016, 2,874 individual responses to twenty-eight quarterly eDiscovery Business...

    Inflection or Deflection? An Aggregate Overview of Eight Semi-Annual eDiscovery Pricing Surveys

    Initiated in the winter of 2019 and conducted eight times with...

    Changing Currents? Eighteen Observations on eDiscovery Business Confidence in the Summer of 2022

    In the summer of 2022, 54.8% of survey respondents felt that...

    Challenging Variants? Issues Impacting eDiscovery Business Performance: A Summer 2022 Overview

    In the summer of 2022, 28.8% of respondents viewed increasing types...

    Nuclear Options? Ukraine Conflict Assessments in Maps (September 17 – 21, 2022)

    According to a recent update from the Institute for the Study...

    Mass Graves and Torture Chambers? Ukraine Conflict Assessments in Maps (September 12 – 16, 2022)

    According to a recent update from the Institute for the Study...

    On The Run? Ukraine Conflict Assessments in Maps (September 7 – 11, 2022)

    According to a recent update from the Institute for the Study...

    Tangible Degradation? Ukraine Conflict Assessments in Maps (September 2 – 6, 2022)

    According to a recent update from the Institute for the Study...