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Marketing Trends

Using marketing technology vs. being used by marketing technology

This week some of the most influential people in creative media, marketing, and advertising are all gathered together in one spot—Cannes—for the annual Cannes Lions festival. And just like every year, luminaries in the marketing and design fields share insights they’ve learned while working with brands large and small. We’ve been keeping an eye on […]

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Gracefully degrading your work

Gracefully degrading your work

There’s a web term you might not have heard before, although you would likely know it when you see it. It’s called graceful degradation, and it works like this: when you visit a website in a modern, standards-compliant web browser, you see all the bells and whistles, all the features, and all the elegant web […]

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What photography can teach us in the digital age

What photography can teach us in the digital age

To create something new requires making a series of decisions. When you’re creating, all you are doing is deciding what to leave in or leave out. And it takes discipline to leave the right stuff out. That’s why I love photography. There is no purer constraint than a photo frame. Recently I met someone on […]

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Podcasts Are Underserved: An Update

Earlier this year, we looked into the ways that podcasts are a rarity in today’s digital media landscape: an underserved digital niche. Indeed, while it seems like every other form of digital media has a robust ecosystem supporting it—from the boom in streaming music services to the myriad outlets for digital video—podcasts remain the sometimes […]

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Podcasting Is An Underserved Medium

Podcasting Is An Underserved Medium

For those of you who may not know, we love podcasts here at Cardwell Beach. We listen to them, we analyze them, we even produce our own. As marketers, though, we’ve noticed something: despite the incredible growth and popularity of podcasts, there hasn’t been a corresponding growth in the ecosystem that enables podcasts to truly […]

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How CMOs at Fortune 1000 Companies Can Adopt Start-Up Thinking

How CMOs at Fortune 1000 Companies Can Adopt Start-Up Thinking

These days, it seems like everyone and their best friend are hard at work at their start-up. It’s become a nationwide trend, as coders, designers, and entrepreneurs join forces to bring their dreams to life. Many will fail, some will succeed, but along the way, they’ll learn some important lessons about leading teams, managing investors, […]

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3 Content Marketing Trends Shaping 2016

3 Content Marketing Trends Shaping 2016

Marketing using “content”—be it blogs, storytelling, visuals, or audio—is quickly becoming an industry-wide trend: roughly 70% of marketers surveyed in 2015 by the Content Marketing Institute reported having produced more content last year than the year before. Nearly 90% of the marketers surveyed said they were doing some type of content marketing overall, the Institute […]

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Referral Programs: What Works and What Doesn’t

Referral Programs: What Works and What Doesn’t

Quid pro quo. I’ll scratch your back, you scratch mine. Pay it forward. Whatever you call it, reciprocity is alive and well online today, especially in marketing. But that doesn’t mean that every referral program out there works equally well. It takes a careful approach to ensure that a good referral program doesn’t alienate your […]

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What’s New in Marketing Technology For 2016

What’s New in Marketing Technology For 2016

Just as it has in nearly all aspects of our personal and professional lives, technology has made a splash in the marketing world, too. Firms increasingly look to so-called “marketing technology” services to automate campaigns, increase conversion rates, and glean valuable data from analytics across platforms. So what will marketing technology look like in the […]

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3 Winning Rebranding Strategies From Veteran CMOs

3 Winning Rebranding Strategies From Veteran CMOs

Sometimes it pays to change. That’s what CMOs at companies from entertainment to personal finance are finding as they grapple with the digital revolution, where customers flock to online (and often mobile) alternatives to the traditional stalwart services that made up the 20th century economy. But with the right rebranding strategy, three companies have found […]

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3 New Ideas on Brands for 2016

3 New Ideas on Brands for 2016

As 2016 dawns, it’s a good time to revisit the perennial head scratcher of the marketing world: brands. Are they overrated, over-thought examples of tepid consensus thinking? Or are they essential, pick-poorly-at-your-peril keys to marketing success? We’ve reviewed some recent thinking on brands (and the pursuit of the perfect brand) for insights into the age-old […]

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We continue our discussion about the differences between the Australian and American markets as Jenna Barrott, Australian native and Cardwell Beach account executive, and I explore everything from beach attire to slang words for brands looking to enter the Australian market.

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4 Marketing Trends to Watch in 2016

4 Marketing Trends to Watch in 2016

As the year comes to a close, prognosticators of all stripes have taken to their keyboards to write up their predictions for 2016. We’ve sifted through the analyses and selected the most intriguing, well-reasoned ideas for trends to watch in the coming year, from emails that look good on every device to personal digital assistants […]

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Insight of the Week: Marketing Is Both Internal and External

Insight of the Week: Marketing Is Both Internal and External

For many marketing professionals, it’s easy to focus on one target audience above all: the customer. After all, it’s customers that buy products and services, drive sales and revenue growth, and form the target audience for most marketing, right? New research from a team of American business schools indicates that a marketing professional may actually […]

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Insight of the Week: When Niche is A Non-Starter

Insight of the Week: When Niche is A Non-Starter

When selling a product or a service, companies often focus on finding an existing niche or demographic that is underserved and tailoring their offering to meet that need. Pick the right niche and a business is likely to succeed. But pick the wrong niche—too small, too specific, or too difficult to reach—and success suddenly becomes […]

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Fluid Versus Rigid: Organizing Your Marketing Team

Fluid Versus Rigid: Organizing Your Marketing Team

  Download our customizable org chart template here.  So far on the Cardwell Beach blog, we’ve covered key questions to ask when putting together a new marketing team and ways to visualize and structure that team. Today, we’ll look at another aspect of a high-performing team: the roles and responsibilities of each team member that […]

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Market-ING

Market-ING

When I think of the word Marketing it often reminds me of the sea. The three most important letters of the word are unassumingly tacked onto the end: ING. When many people speak (and I would assume, think) about marketing, they speak like it happens at a moment in time. It is viewed as something […]

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