Throughout my years in advertising, e-commerce, corporate settings, and NGOs, I've learned a few timeless truths about digital communications. Here are the hills I firmly stand by: - Consistent branding is key for trust and recognition. 🎨 - Quality beats quantity - a well-crafted post outweighs ten mediocre ones any day. - Engagement trumps follower count. A smaller, engaged community is more valuable than a passive audience. - Authenticity is non-negotiable. Audiences can spot authenticity from a mile away. - Let data drive your decisions. Trust insights over gut feelings. 📊 - Collaboration can ease the load but often complicates and prolongs satisfaction for all parties involved. These principles have guided my journey and continue to shape my digital marketing strategy. What are your steadfast beliefs in this dynamic field?
Bilal Christian Mpazayabo’s Post
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I’m genuinely worried about something I have been noticing in the marketing and communications industry landscape recently. We meet A LOT of brands on a daily basis, and to me there seems to have been a concerning pattern emerging in the last few years that is now peaking – that marketing teams on the whole are less curious, less connected, less knowledgeable, less searching and (one might argue) less creatively ambitious than I personally have ever seen before. It’s driven of course by the combined pressures of the modern world: less resource, less time, less money, less investment in capability building, less daily interaction with the industry…less joy. No one is denying that. But it’s also really quite troubling to me that many of the industry’s best and brightest marketing leaders don’t seem to be finding a route through this. Because in our view at Creativebrief, there is a clear causal link between more inward-looking teams and weaker, less impactful work which perpetuates a crisis in creative effectiveness. There are, as ever, a handful who are building smart, curious, outward-looking marketing cultures that absolutely buck this trend – but there are many more who sadly aren’t. Is anyone else seeing this pattern? I’m interested in views, because it feels like an increasingly meaty industry-wide issue that needs tackling pretty damn quick.
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Freelance Strategist - supporting businesses like Klarna, EY, adidas, Google, P&G and more. YJ Freelancer of the Year. Founder: Manual of Me, Outside Perspective, Leapers, Freelancing.support, de-construct
Super interesting debate and comment thread from Charlie Carpenter on the value (or decreasing value) of curiosity and creativity, and probably the ROI on time spent to explore. What surprises me is that in a commercially competitive landscape, the importance of diversity of thought, and bringing in fresh outside perspectives is even more critical, yet many of the larger holding businesses are clamping down on using external collaborators. There's an interesting parallel in how Netflix used to be for the creators (investing in talent, to create shows that creators wanted to make), but now has shifted to optimising for eyeballs. Likewise, Youtube making it harder for creators to be creative, demanding daily long-form content for the algorithm to reward them - and long-stranding creators walking away from the platform in their masses, like Tom Scott and MatPat, leaving only AI to fill the gaps. Charlie is absolutely right, for the creative industries to survive, this is a tide that needs turning.
I’m genuinely worried about something I have been noticing in the marketing and communications industry landscape recently. We meet A LOT of brands on a daily basis, and to me there seems to have been a concerning pattern emerging in the last few years that is now peaking – that marketing teams on the whole are less curious, less connected, less knowledgeable, less searching and (one might argue) less creatively ambitious than I personally have ever seen before. It’s driven of course by the combined pressures of the modern world: less resource, less time, less money, less investment in capability building, less daily interaction with the industry…less joy. No one is denying that. But it’s also really quite troubling to me that many of the industry’s best and brightest marketing leaders don’t seem to be finding a route through this. Because in our view at Creativebrief, there is a clear causal link between more inward-looking teams and weaker, less impactful work which perpetuates a crisis in creative effectiveness. There are, as ever, a handful who are building smart, curious, outward-looking marketing cultures that absolutely buck this trend – but there are many more who sadly aren’t. Is anyone else seeing this pattern? I’m interested in views, because it feels like an increasingly meaty industry-wide issue that needs tackling pretty damn quick.
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Hi Charlie, I agree with what you are saying. I think there a few macro trends that has resulted in this. 1) In many businesses 50%+ of the marketing budget is now spent on performance marketing that historically would have been designated 'trade marketing' or sales support. And so in real terms 'creative' driven marketing budgets are much smaller 2) Whilst data/ analytics are critical and has fuelled a revolution in marketing, there is a risk that it has led to 'marketing by numbers' which deadens creativity and can feed an ever more onerous task of justifying every penny marketing spend which demoralises the team 3) The fragmentation of media and the declining power of mass media events has taken away the very public area to deliver a high impact brand building action that everyone in the company will see. Great Brands are built by being very clearly defined and consistently executed over time and all touch points - plus high impact creativity that gives a memorable hook for the target audience.
I’m genuinely worried about something I have been noticing in the marketing and communications industry landscape recently. We meet A LOT of brands on a daily basis, and to me there seems to have been a concerning pattern emerging in the last few years that is now peaking – that marketing teams on the whole are less curious, less connected, less knowledgeable, less searching and (one might argue) less creatively ambitious than I personally have ever seen before. It’s driven of course by the combined pressures of the modern world: less resource, less time, less money, less investment in capability building, less daily interaction with the industry…less joy. No one is denying that. But it’s also really quite troubling to me that many of the industry’s best and brightest marketing leaders don’t seem to be finding a route through this. Because in our view at Creativebrief, there is a clear causal link between more inward-looking teams and weaker, less impactful work which perpetuates a crisis in creative effectiveness. There are, as ever, a handful who are building smart, curious, outward-looking marketing cultures that absolutely buck this trend – but there are many more who sadly aren’t. Is anyone else seeing this pattern? I’m interested in views, because it feels like an increasingly meaty industry-wide issue that needs tackling pretty damn quick.
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Salient point. My only thought to add (and mind you I haven't read all the comments so apologies if I'm re-upping someone else) is this: "Marketers" are too focused on the tools and not the trade. Tom Goodwin noted this a bit in a lack of interest and care for people, which I believe is true, but also the lack of interest in working at the trade. The interest seems to be all about mastering tools, whether that's an email platform, crm (God help us), ad platform, AI, or whatever is next. The shiny object syndrome is fully embraced and even rewarded - as companies look to build and grow they want people that know the tools, which is completely backwards and to your point. Can we get 'marketers' practicing and growing in the trade - by learning from consumers and learning about market forces, etc. ? *Yes, I put 'marketers' in quotations on purpose.
I’m genuinely worried about something I have been noticing in the marketing and communications industry landscape recently. We meet A LOT of brands on a daily basis, and to me there seems to have been a concerning pattern emerging in the last few years that is now peaking – that marketing teams on the whole are less curious, less connected, less knowledgeable, less searching and (one might argue) less creatively ambitious than I personally have ever seen before. It’s driven of course by the combined pressures of the modern world: less resource, less time, less money, less investment in capability building, less daily interaction with the industry…less joy. No one is denying that. But it’s also really quite troubling to me that many of the industry’s best and brightest marketing leaders don’t seem to be finding a route through this. Because in our view at Creativebrief, there is a clear causal link between more inward-looking teams and weaker, less impactful work which perpetuates a crisis in creative effectiveness. There are, as ever, a handful who are building smart, curious, outward-looking marketing cultures that absolutely buck this trend – but there are many more who sadly aren’t. Is anyone else seeing this pattern? I’m interested in views, because it feels like an increasingly meaty industry-wide issue that needs tackling pretty damn quick.
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Digital Marketing Instructor to the world's biggest brands and most prestigious universities | M.Ed. Instructional Design & Technology | OMCP® Certified Instructor
“I don’t know what questions to ask!” I hear this from too many brand managers; they’re tired of getting the same report month after month, and not understanding how to use the data effectively. The problem looks the same from company to company: 1.)The agency presents the monthly report. 2.)The brand rep isn’t sure which questions to ask, or what to do with the report. So they say “Great, thanks.” And file it away. 3.)Wash, rinse, repeat. Fortunately, I’m talking to them because they and their companies are invested in being competitive in digital marketing.
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Why Digital Marketing is Essential for Building Brand Authority Establishing your brand authority is crucial for business success. Digital marketing plays a pivotal role in building and maintaining this credibility, offering strategies to enhance visibility, engage with audiences and position your brand as a leader in your sector. At Datum, we understand the transformative power of digital marketing and provide comprehensive strategies tailored to elevate your brand’s authority and influence. https://lnkd.in/eamvPswK
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Passionate about combining creativity and business growth, I identify strategic opportunities through M&A. With a sharp eye for innovation, I help drive expansion and create impactful solutions for long-term success.
Why Digital Marketing is Essential for Building Brand Authority - read our latest blog!
Why Digital Marketing is Essential for Building Brand Authority Establishing your brand authority is crucial for business success. Digital marketing plays a pivotal role in building and maintaining this credibility, offering strategies to enhance visibility, engage with audiences and position your brand as a leader in your sector. At Datum, we understand the transformative power of digital marketing and provide comprehensive strategies tailored to elevate your brand’s authority and influence. https://lnkd.in/eamvPswK
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Embracing Diversity in Digital Marketing I, for one, don't compete or compare. In the vast and ever-evolving landscape of digital marketing, it's crucial to recognise and celebrate the unique contributions each of us brings to the table. We are not in competition with one another; rather, we are collaborators in a fast paced and diverse community. Every digital marketer possesses a distinct blend of skills, experiences, and creative insights. What resonates with one audience may not necessarily resonate with another, and that's what makes our industry so fascinating. Instead of viewing our differences as barriers, let's embrace them as opportunities for growth and learning. By staying true to our individual brands and missions, we not only grow authenticity but also inspire trust and connection with our audiences. Let's remember that success in digital marketing isn't about outdoing others; it's about staying focused on our unique paths and making meaningful contributions to our respective niches. As we navigate this digital terrain, let's stand tall, support one another, and bring together a culture of collaboration and encouragement. Together, we can raise the standards of digital marketing and drive innovation forward. Who's ready to join me in embracing diversity and empowering each other to shine? #DigitalMarketing #EmbraceDiversity #SupportAndEncourage
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How is a page in gibberish outranking articles with 3K+ words? There are a couple of main reasons: 👉 search intent – people are looking for a template, not an article 👉 brand – if your brand isn't a leader in your niche, I bet you can't pull this off We keep seeing this: brands win in the SERPs. Even on topics that are not in their line of business. So naturally, you'd wonder what's a great way to build your online brand. 🥁(drumroll) Digital PR. Check the first comment to see my latest article for Determ, showing 10 outstanding digital PR examples you can learn from 👇
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We're celebrating approaching our 20th year with a bit of a refresh - not just to our brand, but in what we offer 🥂 Over the last two decades we’ve evolved from a traditional PR agency to a creative strategy agency that builds brands by earning attention across channels, influencing behaviours and creating long-lasting impact. Today our approach blends audience data with big creative thinking and cultural relevancy to ‘challenge the ordinary’ with our award-winning work. We believe in marketing that puts people first. We work across multiple market sectors and don't buy into B2B or B2C when it comes to creative approach - People-to-People brand communications is our game. Having sight of how your marketing is hitting your business objectives is the glue in the middle, so we have also created our own measurement methodology - and of course we call it Offectiveness™ To find out more head over to https://o.agency/ #ChallengeTheOrdinary
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Advertising Specialist | AI Powered Digital Marketer | Marketing Specialist | Facebook Ads | Instagram Ads | Marketing Strategist | Social Media Manager
3moThese principles are spot, Bilal Christian Mpazayabo! 🌟 Authenticity and engagement truly make all the difference. What's one lesson you've learned that you think everyone should know in digital marketing?