Let’s not kid ourselves, marketers are in the money business. The entire function exists to drive a greater profit for the organization. So, with a plethora of options out there, how do you achieve that goal?

The different types of marketing

Marketing (as a whole) may be split into two areas:

1. Sales activation

Focused on in-market customers, those ready to buy right now. Here we’re talking tactics like paid search, email or affiliate marketing, pretty much everything that falls under the “performance marketing” umbrella. …

I’ll start with an apology: “tactification” is jargon isn’t it? Sorry for that, but Mark Ritson’s invented word still seems the best way to capture an all too familiar approach in the PR and marketing world: skipping straight to the tactics.

The business problem is glazed over, the audience is based on assumptions and so the strategy becomes (something like) “let’s create some buzz!”; and where does that lead the activity? Marketers chase the bright, shiny new tactics like magpies.

Measure the vanity metrics (8billion people reached, 560,000 engagements!)…

A lot has happened in The Netherlands over the past couple of weeks. Several magazines announced they were going to shut down. And it wasn’t just the newbies that didn’t survive this very competitive market. Some of the magazines that shut down had been around for decades and played an important part in the lives of the adults that now read the news of their demise. Hitkrant, you will be missed!

What went wrong? What can we learn from this? In a radio interview with Marketing Report, I explained what communications professionals can learn from the downfall of magazines.…

It’s been 51 years since the Stonewall Uprising sparked a movement in New York City’s West Village. The year following this event, Brenda Howard, known as the Mother of Pride, organized the first LGBTQ Pride March across the U.S. Since then, Pride has spread like a smile across the globe with a single message: Encourage people to speak up proudly. Pride is about promoting equality and visibility of LGBTQIA+ people by creating a safe space for people to be who they are. …

Tomorrow on June 19th, we commemorate the Juneteenth holiday in the United States, a date that marks the end of slavery in the U.S. and a date that has been ratified as a federal holiday in the U.S. as of yesterday. 

As a company, Clarity believes that we have a role to play in helping to establish Juneteenth as a recognised holiday. By halting our own operations for the day, we are joining companies around the U.S. in taking time to reflect on our past and take action for a better future.…

6 experts from the Dutch tech industry share their insights

Back to the office full-time? Heck no! Research shows that employees would rather not be back in the office all week from 9 to 5. The reasons for this vary. Many Dutch people feel more productive when working from home, while others enjoy the extra time they can spend with family and friends. On the other hand, working full-time from home is also not a solution. Collaborating face-to-face is sometimes simply more efficient and the company culture can also suffer from full-time working from home.…

There’s no worse feeling than going to your pantry or opening a cookie jar and picking up what you expect is a sweet treat, only to find it fall apart in one bite, crumbling all over your plate. However, when it comes to media companies and advertisers, their fears when it comes to cookies are a lot different than your everyday consumer. For so long, advertisers and adtech/martech companies have been heavily reliant on third-party cookies to track users across the internet, serving relevant ads depending on where they are in the customer journey.…

We are ecstatic to announce Jody Johnson as our Head of People and Culture, a new global role that further strengthens Clarity’s leadership team, and will serve Clarity’s offices in New York, San Francisco, Los Angeles, London, Amsterdam and Falmouth.

Jody is a highly-respected human resources professional with 20 years of agency experience. At Clarity, she will be responsible for ensuring that every current and future member of the team is provided with the support, opportunities and incentive to deliver their very best work, and that they also have a lot of fun doing it.…

Many recent technological advances have sought to improve the efficiency of information flow — that is to say, communication. The internet, social media, and digital advertising break barriers of language, sound, and text, and connect us with folks around the world in a split second. In the communications fields, including PR, marketing, advertising, journalism and others, we must pay close attention to new innovations if we are to harness their power to reach our goals.

That’s just what the PRCA (Public Relations and Communications Association) is doing with the launch of their brand new Innovation Forum.…

Clarity’s Kara Silverman sat down with Nandini Jammi and Claire Atkin, co-Founders of Check My Ads, a revolutionary advertising consultancy service that enables brands to set the terms of where they should and should not be advertised on the web. 

Part two of their interview focuses on what they’re up to now — that is, driving large-scale and industry-wide impacts to branding, reputation management, and advertising online. 

This interview has been lightly edited for clarity and length.

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Part II

KS: Switching gears a little bit— one thing that is always really hard for people who are starting a company is establishing a pipeline of customers.