Tag Archives: technology

Why you don’t need marketing automation

Automation tools are everywhere within the modern marketing mix. They simplify one of the most difficult and time-consuming parts of marketing – lead nurturing – so that content distribution and lead conversion happen with minimal intervention. In other words: you can connect with prospects and move them along the sales funnel without the grubby business of cold calling. It’s understandably desirable.

But the reality of marketing automation is less idealistic, even for businesses that spend a lot of time creating content for use in their marketing and lead-generation efforts. Most businesses could benefit from solutions that make their jobs easier – but there’s a strong case against going all-in on marketing automation.

Read Doug Plant’s (Mugo Web‘s client engagement manager) article in The Globe on why it’s not always a great idea…


Lessons from the bleeding edge

Interesting insights into the importance of listening to, developing with and learning from your audience.

Trials and iterations:

The Globe and Mail tries to balance reinvention and familiarity in its new app

The Canadian newspaper’s new iOS app tried to embrace mobile as a unique platform. Users hated it. Now the company is trying to respond to user feedback while embracing a new digital strategy.

Read the article on the Nieman Labs site