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Charlotte Smith

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Marketing and Procurement: How to create a powerful partnership?

Posted by Charlotte Smith on 13-Apr-2018 06:59:18

Navigating the many challenges of today’s marketing landscape has certainly tested marketer’s ability to deliver value and be seen as a key contributor to the bottom-line.

Yet, the past twelve months has seen brand marketers and agencies struggle to deal with issues around a lack of transparency and trust when it comes to data and value. With marketing often the largest indirect spend category in a business and budgets tightening, the pressure is on for marketing to achieve more with less while still being as innovative and efficient as possible.

So where to start? With marketing departments looking externally for expertise to help them meet the demands of both their customers and the business, how can they successfully balance innovation and creativity at a reasonable cost while delivering greater marketing effectiveness? Cue procurement.

While the two functions can often sit on opposing sides of the same fence, procurement’s analytical skills and strategic process driven decision-making is what marketers need to support them in the hunt for greater value. So how do we bridge the gap between the two functions and ensure stronger marketing and procurement alignment?

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Topics: Marketing Efficiency, Marketing, marketing services, marketing effectiveness

Five challenges facing marketers in the healthcare industry

Posted by Charlotte Smith on 10-Oct-2017 08:07:02

The healthcare industry is fast-paced and patients are increasingly adopting consumer like behaviour as they hunt for their own healthcare answers. The industry presents many unique challenges that push healthcare marketers to think of new ways to market services and products.

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Topics: Creative Production, Digital, Efficiency, Marketing

Five trends that have shaped shopper marketing over the last 12 months

Posted by Charlotte Smith on 23-Aug-2017 07:43:12

Retail marketing is always evolving with new technologies and changing customer needs forcing retailers and brands to adapt quickly or face extinction. Here's what you need to know about the five trends that are changing the shape of shopper marketing and setting the pace in this new era. 

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Topics: Retail, Marketing