What It Means to be a CMO in 2020

The role of Chief Marketing Officer is a coveted one in the marketing and business space and one that is rapidly changing as consumer expectations evolve.

Put the customer first and align the business smarts behind it 

The primary objective of a CMO is understanding how to bring together the customers, your business knowledge and your team to the table to hit the business’s objectives, and operating at the intersection of all three. Focusing on the customer and their needs over the business politics is what’s going to have the most value long term. This is why we’re seeing titles like ‘Chief Growth Officer’ gaining popularity. After all, the fundamental purpose of the role is to expand new business opportunities, which will always come back to the customer.

Collaboration and communication are key

The day-to-day life of a CMO will vary depending on the size of the organisation, but one of the most important aspects of the role is ensuring collaboration and communication within the company and within your team. As a leader, outstanding communication and interpersonal skills will be crucial to developing and executing new initiatives and delivering consistent marketing messaging. An important part of the role is facilitating conversations between different functions of the business to find answers to problems and identify new ways to generate revenue for the organisation as a whole. 

Data is like money – it doesn’t mean anything until you use it

At the core, a CMO must understand Analytics, Data and Insights. From there, you can broaden your knowledge about Always On, Strategic Models, Deep Digital, Spending Your Own Money, Learning to Learn, Incremental Growth – and finally Culture, Finance and Governance.

Clients and even marketers themselves can often get confused by the volume of data out there. The job of the CMO and marketing agencies as a whole is to help people navigate through the data and pick out what’s most valuable for their business. 

Disrupt yourselves before somebody else does 

One of the most common questions a CMO can ask themselves is “are we going big enough?”. Generally, you’ll know if you’re on the right track if you’re evolving along with your competitors and continuing to innovate around them. This doesn’t mean copying what they’re doing, but rather building in systems to ensure you’re consistently innovating and keeping on top of industry trends to stay ahead of the curve. 

Beware of the ‘Drug of Discounting’ 

A common pitfall of the CMO is getting caught up in a cycle of continuously discounting your products or services to the point where you rely on it to get results. This generally happens in four stages:

  1. Experimental Stage – Let’s try out some discounting, and see how it goes.
  2. Social Stage – Everyone else is doing it (e.g. Black Friday, Click Frenzy), so we should too. 
  3. Instrumental Stage – We’re starting to use discounting often to hit our revenue targets.
  4. Compulsive Stage – We’re completely reliant on discounting as a means to an end.

The danger of frequently and heavily discounting your products is that it will eventually end up detracting from your brand, which can be particularly detrimental for high-end or luxury names. To avoid this, make sure you bring it back to the customer and what they expect to see from your brand. As long as you’re meeting their needs and getting positive feedback from what you’re doing, there’s no need to resort to discounting at every opportunity that arises.

Key Tips:

After a great evening of networking and panel discussion, the speakers shared these final key tips for those looking to pursue the CMO role:

  • ‘The Rule of 7’ – You need to say the same message seven whole times before someone hears you.
  • Show your opinion through data.
  • Find your favourite models and master them.
  • Be brave and take risks. Success comes from patiently seeking solutions despite the chaos around you.
  • If you’re going for a CMO role, don’t just show how you’d do the job, show where you would take the job.

With Salam Digital

Form confident and innovative strategies with datadriven decisions. Harness the power of data analytics to understand your customers, competitors, and brand.

Contact our Team Now

Understanding SEO and Why your business needs it.

You may have heard of the buzzwords SEO and Search Engine Optimisation come up in conversation a lot but do you actually know what it is? Many industry experts and business owners are claiming that this method is the only true way to keep your website relevant in the modern era. However many business owners especially those who own and operate a small business are left clueless to what this phenomenon actually is.

Understanding SEO and why your business needs it

If this situation sounds all too familiar to you, you don’t have to worry any longer. Continue reading as we break down what SEO is and how it can be used to benefit your business.

What is it?

Search Engine Optimisation, commonly referred to as SEO, is all about optimising your online presence to have your website appear at the top of the Google results page. It is common fact that most people don’t look past the first page when they are searching for something so obtaining that number one spot is highly beneficial in getting you the business that you need to grow.

There are many different methods in which you can do to improve your SEO. With that in mind it is important to note that this method isn’t a fast results guaranteed kind of deal. Search Engine Optimisation shouldn’t be seen as a get rich scheme but rather a long term investment. Once you achieve that number one spot on the results page your efforts shouldn’t stop there. You need to constantly be improving and working on your efforts to ensure that your competitors don’t overtake you.

How long does it take to work?

Understanding SEO and why your business needs it

When small business owners enlist in the services of an SEO agency that immediately asked what the estimated time frame is in which they can start to see results. As their money is being invested into something that they can’t necessarily grasp it is important that they know it is going to good use and that the agency is actually doing work. With that said you won’t see any real results until the 3 month mark.

Even so this timeframe is an estimate and isn’t a one case fits all kind of scenario. For different search terms you will find that the time frame differs. For example there is an abundance of law firms and their respective websites out on the internet. If you were to try and get law firm “insert your city name here” you may find that it could take a lot longer to rank for that term. More niche search terms and longer ended ones are easier to rank as the competition is lower.

What are the benefits?

We mentioned it briefly before but can’t stress this point enough. People are very unlikely to click on the second results page when they are searching for a term. The majority of clicks happen on the front page which is why it is very important that you at least get to that page if not the first result. Think of all the business you are missing out on if you are at the top of the second page as opposed to the bottom of the first. The internet is a great tool for people who are lazy as they can simply look for something and with little to no effort. From such many business owners invest in SEO services to get their website to the front page.

Additionally getting your website and social media channels to the front page also lowers the chance that a user clicks on your competitors. The more results you have on the front page the less room for those who are trying to take away your business.

With Salam Digital

Form confident and innovative strategies with datadriven decisions. Harness the power of data analytics to understand your customers, competitors, and brand.

Contact our Team Now

Reasons Your Business Needs A Social Media Management Company

They are no longer a matter of option or prestige, but a matter of necessity.

Social Media is your gateway to stronger bonds with your clients, improved customer support communication, perfect ads, and soaring customer engagement whenever you do your stellar social work.

However, many novel and veteran brands cannot build a social media strategy even if their success depended on it.

Too busy handling other core work, business owners can benefit from outsourcing these particular chores to other business entities, individuals or teams alike.

Does your company fall into the category of companies that will benefit from each of these 5 reasons to outsource social media management?

Building a reputation

Still wondering if outsourcing pays off both financially and saving time?

Brands depend on a reliable reputation to grow and succeed.

When you don’t devote enough attention to your social networks, you neglect one of your brand’s most relevant reputation management resources.

Be sure to have a manager devoting the time and skill required refining your brand voice on social media.

Often managing potential social crises, encouraging feedback and reviews, and of course, inspiring those shares and likes with engaging posts.

While it’s true many businesses use an in-house team managing their social profiles, outsourcing is often a better option.

This is especially true for up-and-coming brands that have yet to prove their value to the world.

Ensure you evaluate your needs carefully; make the best choice that will ultimately build your successful brand!

Better customer communication

Randomly showing up on your social media channels creates a challenge.

You will not be present often enough to respond to customer queries in comments as well as direct messages.

Inconsistency will be enough to deter them from coming back to your brand.

You already know that we live in a deeply connected world, giving us access to the world at our fingertips.

To grow sales and ensure customer satisfaction, you be responsive to your clients and prospects.

That means that with a professional social media manager, outsourced or in-house, you’ll provide your customers with a reliable resource to connect your brand, simplify decision making, and convert more shoppers to buyers.

To be successful, you need to be available consistently with a backup plan.

Ensured consistency

Do you find yourself posting Facebook statuses haphazardly throughout the week without ever checking to what extent they have an impact on your follower base?

It’s not uncommon for brands to postpone developing a social media schedule until late in the game

Getting started late comes at a cost for your brand visibility, not to mention the missed quality of relationships that could have been  established earlier.

It’s been said so many times, yet it pays to repeat it as a mantra for the sake of success:

“Consistency is the lifeblood of branding.”

The same philosophy applies to your social media approach.

Your business needs a recognizable voice and a pattern your customers find useful.

Create expectations and be prepared to satisfy them as soon as you enter the social media realm.

You cannot realistically accomplish that on your own; you need outside help to manage your accounts.

5-Reasons-to-Outsource-Social-Media-Management-600x400 5 Reasons to Outsource Social Media Management %shoutout

Expertise front and center

The digital revolution has brought about a slew of positive changes to the way we hire and collaborate.

As a brand, you now have the freedom to work with freelancers as well as entire agencies that specialize in a certain area, without ever hiring them for a permanent position.

This approach pairs the best of both worlds: the recurring stability of an in-house team with the freedom to change providers and seek out the finest in the industry no matter where they reside in the world.

That is precisely why freelance digital marketing services have exploded in popularity around the world, with more brands seeking out help from individual experts scattered across the globe.

You now have access to top talent not merely within a ten-mile radius, but wherever your heart desires.

The only factor you can now focus on is to find the best match for your social media needs, and you’re good to go.

Cutting costs and time-wasters

Working with a social media expert creates a benefit for your team and overall brand growth.

  1. You’ll reduce costs to hire someone full time to run your social accounts.
  2. You will benefit from spending more time on essential brand-related matters, such as perfecting your message and working with investors.
  3. The benefit of engaging someone truly experienced manage that aspect of your business.

Make good use of these 5 Reasons to Outsource Social Media Management when you make your decision.

With Salam Digital

Form confident and innovative strategies with datadriven decisions. Harness the power of data analytics to understand your customers, competitors, and brand.

Contact our Team Now

How is Marketing AI Advancing till 2020

The marketing industry is being disrupted right before of our eyes, and the new technological revolution will transform our world. Artificial intelligence is set to change everything we know about marketing and how we interact with customers. Business leaders need to pay attention, or they risk being left behind.

Artificial intelligence will drive a massive shift in business models, and will profoundly change how businesses and customers communicate. Staying at the forefront of these changes is essential for any business to stay competitive. 

1. More advanced targeting

Leveraging AI for ad targeting and audience segmentation are already two of its most popular applications, according to eMarketer research. These strategies will continue to grow in 2019, and become more sophisticated as they are applied to emerging channels.

Advanced television is one media channel that’s also coming of age in 2019. Expect to see advanced TV and AI form a capable partnership. That’s because the right AI methodology not only helps marketers improve one-to-one targeting accuracy on the data-driven channel but also delivers scale, which remains marketer’s number one complaint when it comes to advanced TV.

We’ll also see experimental marketers embrace AI across additional programmatic channels, such as programmatic radio and direct mail, which will help drive further education, development and adoption across the martech ecosystem.

2. More transparency

As AI adoption and calls for martech transparency each increase, the two will undoubtedly coalesce. While any proprietary technology does require some level of confidentiality, too many companies are complacent in hiding behind black boxes.

In 2019, more technology companies will drive transparency initiatives while more brands and agencies will demand increased insight, ushering in a more transparent age of AI.

One way marketers can expect increased transparency to manifest is in the data insights shared by technology and data providers. Throughout 2018 we’ve seen providers—RokuPlaced4C—increasingly offer data insights as part of their solution packages. These industry captains are signaling a larger trend. Following this trend, more martech providers who play in data will open up the visibility of their databases and technology via client data, audience and artificial intelligence insights to help marketers understand what data is in use, how it’s being leveraged and how it’s working.

3. More “intelligence”

Automated data analysis does reduce the need for every brand, agency and platform to maintain their own data science department. However, as machines get smarter, the firms that employ this technology will need to be more educated on the types of AI and how they work.

According to the Harvard Business Review, many companies have been fiscally burned because they pursued the wrong type of AI for the project at hand. To avoid this, we’ll see marketers actively advancing in their understanding of AI methodologies, such as regressions, decision trees and neural networks. Further, marketers will gain a more nuanced understanding of how these methodologies align with business requirements including compliance, transparency, cost, goals and timing.

More than words

The theme of AI’s 2019 growth spurt will certainly be more, more, more, as we watch it thrive in many predictable, but swift ways. Advanced targeting, AI transparency and increased education are all trend lines that can be seen in 2018, but their upward trajectory will be exponential in the coming year.

As always, expect to hear of brand new, unseen applications of marketing AI as we outgrow the hype phase. Ultimately, real maturation will come through tried and true technology applications.

With Salam Digital

Form confident and innovative strategies with datadriven decisions. Harness the power of data analytics to understand your customers, competitors, and brand.

Contact our Team Now

5 Digital Marketing Tips To Grow Your Startup In 2019

5 Digital Marketing Tips To Grow Your Startup In 2019

It’s a great achievement to be able to launch your own startup in this tightly packed global business industry. You dreamt big and coalesced resources, ideas, and action plan to create your nascent platform.

A pat on the back for you, and a nudge on the other shoulder. You have yet to go stronger to grow stronger.

In this fast-paced and influencing business industry, you need to take measures on establishing your brand name with a robust digital marketing strategy.

Digital marketing is a powerful tool, can contribute powerfully to your online presence, and positively impact your bottom line.

Everything you do to build your digital presence counts toward your brand name getting known. When you are known by your target audience, it will start affecting your bottom line.

And one of the most effective ways to create a strong presence is by using digital media for your marketing needs.

Here are 5 essential digital marketing tips for startups:

1. User experience

Your audience is what matters. Your audience must be able to engage with your brand name, your values, and your product, to build a lasting relationship and association with your company.

Similarly, the audience is now more reflective and receptive when brands offer them unique user experience and brand value.

Your digital marketing strategies must be designed carefully to appeal to the audience of your market. Delve into research and find out what works for your audience.

Build their interest and knowledge by providing them with content that informs and inspires. You will also be able to strengthen the brand voice by continuously engaging with your audience.

digital-marketing-tips-user-experience

User experience can be made effective primarily through content, communication channels and intuitive UI.

The loading speed of your website; the intuitive menu navigation; chatbots that assist in communication; and simplicity and tone of your content is key to a great user experience.

In addition, you need to develop a client management strategy that helps you connect with your customers.

This strategy will walk you through query and complaint management. Moreover, it will collect feedback for improvement and make your clients feel part of the brand community.

For example, develop a series of simple FAQs and use them to respond to your audience and clients’ queries on social media, via email, on phone, etc.

If you are keen to getting involved more, digital world is full of new updates. Go ahead and search for more tips and trends on making a captivating user experience.


2. Creative content

You will need to invest in a solid content marketing strategy that engages your audience. Create content that is unique and fresh as it can have a strong impact o your target market.

From communicating your brand’s message to engaging your customers with information,  content is supreme as it gives something useful to your potential customers.

Great content can increase your organic traffic and can improve your search engine rankings.

digital-marketing-creative-content

Your audience is primarily looking for content that communicates value. Jeff Bulla says that you should use the 80/20 rule of creating and managing content.

Get to the point!80% of your content should not be about your product – no, it doesn’t backfire at all – and 20% of it could be focused on your online sales, giveaways, etc.

Messaging is also taking the industry by storm. Neil Patel shared how Facebook Messenger marketing campaign lends a bright inlet to effective digital marketing.

Your audience will be more likely to follow a link received in Facebook Messenger than they would through email marketing campaign. Again, the content you create and the medium you choose to employ will greatly affect your business’ growth. Learn more about Facebook Messenger bots here.


3. Social media platforms

Your online presence and identity begins with your website and social media platforms. So you can engage your audience, communicate your message with powerful content through a strong social media platform.

As a startup, one of the first things that you probably worked on was an active social media strategy.

You know that in this business industry, social media is the key to leveraging your brand awareness and value.

Apps like SnapChat and Instagram are becoming popular and engaging the audience with brand names.

social media platforms for startups

Be consistent and regular in your social media strategy and maximise your growth. Good social media strategies can have a profound impact on lead generation and conversions, brand awareness and, of course, better search engine ranking.

And while social media platforms are effective and raging with success for startups and established brands, influencer marketing has seen a rise since 2016. This is like referrals that are convincing for the vast majority of social media users.

Keep a watchful eye on who could be your brand’s influencers. Get in touch with them and engage them in helping you build your brand’s visibility.


4. Video marketing is seeing an upward trend

Videos are powerful tools to communicate extensively. Consider Facebook Live, Instagram Stories, and SnapChat stories to engage your audience.

You can hold webinars and live events for product launches, hold tutorials, and answer questions in real time. This gives a tangible feeling to your audience and helps them connect more closely with your brand and product.

digital-marketing-tips-video-marketing

5. Search engine optimization

And most importantly, invest in a credible SEO solution. Conduct an SEO audit and find out how users are interacting with your website and social media platforms.

SEO will look into aspects of your website and page optimization, device optimisation and credible link building for better visibility in search engine results.

For example, in one of Google’s highly important updates, the websites that are not responsive on various digital devices will not appear in search altogether, regardless of their SEO measures!

digital-marketing-tips-search-engine-optimization

Once you understand the nature of association, outreach and impact of your brand’s SEO, rehash or redefine your digital marketing strategy accordingly.

Understand how SEO works and learn about the expectations and prospects of hiring SEO specialists. This will help your startup to grow quicker. Be consistent and regular in your digital marketing strategy.


Growth optimized

A good digital marketing strategy can act as a catalyst to business outreach, impact, and growth because it connects the audience with the business in real time, and hence, swifter than conventional marketing strategies.

Resultantly, the conversion rates could be impacted positively as well. The consumer trend of trying new brands is growing if they are genuinely made to feel a connection with the brand values.


Being consistent and regular in your digital marketing strategy will help you to increase your startup’s visibility most effectively.

Moreover, engaging an effective, result-oriented team of SEO professionals will help you attract traffic to your brand’s online presence.

A good digital marketing strategy Salam Digital will do just that – attract the right kind of consumers to your business – and ensuring your survival in the fast-paced and dynamic industry.

If you have questions get in touch with us

Salam Digital is a strategic digital agency

Does your brand target a specific audience or customer? Digital Public Relations

Does your copy target a specific audience or customer?

The goal here is to ensure that your website copy is written with a particular customer in mind. One with a specific set of problems.

By having an understanding of who your target customer is your web copy will speak to their problems and fears and position your products and services as a solution to their problems.

ASK YOURSELF THESE QUESTIONS TO HELP DETERMINE IF YOUR COPY IS TARGETED:

  • Do you have a mental picture of who your ideal customer is and what their primary problem is that you are trying to solve?
  • Have you looked at your current clients and identified any that are the exact match for your ideal customer?
  • Does your website copy speak to that person and describe the problems that they experience
  • Does your website copy explain how your product or service can help that person solve their problems?
  • Do you have other resources on your site, whether content, tools or checklists that are created to help educate your target customer?
  • Do you have case studies from your ideal customers on your website where they talk about how your product or service helped them?
  • If you have not done any of this, then you need to spend some time thinking about your ideal customer, what their problems are and how your web copy can tell them that you are the solution to their problems.

If you have questions regarding your website, or website management and maintenance then get in touch with us

Salam Digital is a strategic digital agency in Toronto, ON. Our websites help businesses from all industries run their operations, meet customer needs, market and sell their products, and most importantly, make a profit.

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