Marketing transformation is often mistakenly termed digital transformation. While much of the transformation taking place this century is digital, the technology is simply the enabler of this transformation and not the transformer. The real opportunity is in applying the tech solutions available to support opportunities for improved marketing performance and productivity.
Our marketing transformation advisory looks to alignment of culture, strategy, structure, capability, and process with the technology solutions available, which you can explore in more detail here:
You can find more information on our marketing transformation practice here or explore more details and insights below.
How CMOs can manage board expectations, carve out clarity, and deliver real value to influence business outcomes
I recently read an article stating that the Chief Marketing Officer (CMO) is now the “Chief Metaverse Officer”. Seriously? After ...
When it comes to paying your agencies, you need to follow the money.
Marketing teams can be broadly divided into two groups. There are some who think their agency is paid too much ...
Navigating Media Mix Models, Marketing Mix Models and Multi-touch Attribution Models
Media Mix Modelling, Marketing Mix modelling and Multi-Touch Attribution modelling have all been widely discussed and written about in recent ...
Why Integrated Marketing Communications (IMC) continues to be relevant.
The concept of Integrated Marketing Communications (IMC) has been around since the late 1980s and has been embraced and enhanced ...
Unintended messages in client-agency relationships
With his third law, Isaac Newton told us that ‘for every action, there is an equal and opposite reaction’. Much ...
How to make marketing change management more successful
There has been an incredible amount of change within marketing departments (and of course businesses overall) over the past 2 ...
Seven watch-outs with AI-driven marketing mix modelling
The call for greater accountability of marketing investment has never been louder. And as technology continues to revolutionise the way ...
Have you thought through all aspects of your Martech strategy?
At first, it seems like such a simple question, but the more you delve into what’s possible and the ramifications ...
How a new CMO can make themselves a champion in the first 90 days on the job
Most people, in most jobs in this industry, want to make an impact in some shape or form. It’s not ...
Why 96.5%* of marketers agree that market research needs to be treated with caution
Market research in many ways is the industry ‘comfort blanket’ that underpins marketing plans and assumptions. If you can say ...
The 90-day plan to deliver your revamped 2021 marketing approach?
‘It’s a new year! The question is, does it require new thinking around your marketing approach?’ I wrote in the ...
Why marketing restructures are rarely marketing transformations
With so many organisations either looking or being forced to review their current marketing strategy due to the pandemic, it ...
How to rebalance the origination versus adaption split in marketing today
TrinityP3 recently had its planning conference in Sydney. With regional consultants from UK, Europe, Asia and Australia coming together for ...
Has your CEO set up your marketing team to fail rather than succeed?
No matter the size of your company or organisation, from a micro-business of one or two to a multinational corporation ...
The advertising industry is stuck in the 1960s – thinking ‘small’
Michael Farmer recently published this great thought-provoking article. He identified the issue of creative agencies taking on more and more ...
Stop flushing money down the toilet with your marketing technology investment
Clicking into Mumbrella, I read the headline: “Mark Lollback’s big regret as McDonald’s CMO: Flushing ‘$3m down the toilet’ on ...
Real life tips and learnings of applying artificial intelligence in marketing
Trends abound in Marketing. It’s an exciting part of the discipline’s continual evolution. And the Artificial Intelligence (AI) space is ...
3 reasons why direct marketing isn’t dead in today’s digital era
Lester Wunderman (RIP) said, “I am absolutely convinced that the future of our industry lies with the large, highly competitive ...
How to stop drowning in a waterfall of data and extract more value
Marketers and agencies alike are drowning in a waterfall of data. This data comes from multiple sources and is used ...
What comes first in advertising, channel or content?
This is the next in a series of one-minute videos that address one of the many complex challenges facing marketing, media ...
The Importance of (good) stakeholder engagement in any marketing transformation project
Each year at TrinityP3, we work on many large strategic marketing transformation projects. Ranging from marketing performance solutions to technology ...
Top 10 ways to make the most of your marketing technology budget – Infographic
MarTech and AdTech are significantly impacting the way marketers market today. But to invest in these technologies is a significant business ...
Cut through the clutter in your marketing technology stack
The technology transformation era has caused businesses to sit up and take note that in order to sustain your brand ...
The real problem with data is marketers don’t know how (or when) to use it
In a recent TrinityP3 post, Darren wrote about the growing problem marketers appear to be having with data, posing the hypothesis ...
Marketing transformation: a cautionary tale of two marketers and two very different outcomes
No one can deny the innovations and changes that are driving transformation in marketing. Some call it a digital transformation, ...
Time for marketers to follow P&G’s lead and apply the Golden Rule
Congratulations to Procter & Gamble CMO Marc Pritchard on an excellent example of how marketers need to apply the Golden ...
Is the problem with data the fact that many marketers misuse it?
A recent interview with Professor Gary Lilien in Marketing Magazine on marketing analytics and the scepticism that still hinders its ...
The 4 most common dead ends, watch outs and cautions when assessing data driven marketing
There’s never been a better time to be a marketer. (Sorry to borrow and modify a phrase from our esteemed ...
Why working and non-working spend analysis does not work in an AI world
When major brands make public media announcements, they will cut their non-working spending in their marketing budget and increase their ...
It’s time to get back to Marketing ROI basics and that means starting with the budget
How would you handle finding out your marketing spend had been misreported by millions of dollars? More importantly, how would ...
