MARKETING: Branding, awareness-raising or simply pushing out promotions - offline or online - are the mainstay of travel marketing. But is an opportunity to marry the reams of data organisations are collecting about customers and product with smarter marketing being left on the table? Read the full story on HubSpot.
If you were going to ask your CEO for more inbound marketing budget this year, which argument would be more convincing:
"I ‘feel’ it’s the right thing to do" or, "48% of marketers are increasing their inbound budgets this year, and it’s the third year in a row the industry is expanding at almost a 50% rate. We need to capitalize on this trend"?.
The second, right? It’s hard to dispute an argument when it’s rooted in facts. As marketers, we don’t just have to convince people to be on our side about an issue -- we need to convince them to take action.
Here’s where data-driven content comes in: it’s the rationale that makes people, particularly potential prospects and leads, sit up and pay attention.
Read the full story on HubSpot
NB:Data planning image via Shutterstock.