This inspiring book written by the DPDK agency came out at the very end of 2001. Michael Vromans, Pim van Helten, Ben Verschuur, and Bill Marks are using their vast experience and expertise to gaze into the future of marketing in 2022 and beyond. They say the future is all about creativity and vision.
Michael Vromans talks about the importance of branding and identity. In his opinion, it is impossible to stand out in a market crowded with competitors without having a clear understanding of the brand and long-term strategy.
Agreeing on the importance of branding, the co-founder of DPDK Pim van Helten explains how to build a working Customer Experience as a complex of vision and creativity.
Ben Verschuur, the Head of Performance at DPDK calls for a change in how we perceive the data. He talks about data as if it was inseparable from creativity, allowing one to boost the other. Also, he mentions the future without the cookies and tries to predict the impact of switching to first-party data.
The importance of creative technology is described by Bill Marks. Technology as an instrument, as a cause, and as an effect. It has to be driven by creativity to enable more creativity.
There’s a reason why brands are having difficulties: most rely on templated frameworks, standardized software packages, and a basic understanding of customer needs to support their brand promise.
Pim van Helten, CEO and co-founder, DPDK
What will you learn?
Start the necessary preparations for 2023 when Google plans to stop supporting third-party cookies in Chrome.
Find out where you are using them
Audit your current tech stack solutions
Integrate your data sources
Focus on obtaining first-party data
Why is it good?
We like it because it speaks about fundamentals without sounding like a textbook. No doubt, a strong identity is crucial for competing on the market. In the near future when third-party cookies will be replaced with first-hand data accumulation, only personal relationships with the customer and their trust will matter. And it will be impossible to build those without the brand identity and good customer experience.
2. The Art of Customer Acquisition
In this book (and it has almost 200 pages) Growbots take a deep dive into outbound marketing. The company itself grew out of an outbound lead agency: soon they understood the struggle and expense of working manually and rooted for automation ever since.
Growbots did extensive research on consumer psychology and its implementation. Also, they present some insights on which metrics are important for getting the most out of your outbound campaigns.
In fact, outbound sales is so predictable that we know that every time we contact 200 people with our software, we will get two customers out of it in one month.
Greg Pietruszynski CEO, Growbots
What will you learn?
Do not waste your time and effort on manual labor when it comes to outbound marketing.
Working manually kills the creativity
Define your customer persona and talk to it
Trust in studies proving the efficiency of automation
Make your results measurable by using relevant metrics
Why is it good?
We like it because we also believe that automation tools are not for “dummies”. Quite the opposite: by automating their process marketing professionals are getting measurably better results. The efficiency of the automation allows experts to focus on the creative part of the process.
3. Content Productivity Cookbook
This short piece has nothing to do with “cooking the books”. Collato made a cookbook that has the juiciest practices for content marketing. It’s useful for content managers and literally anyone else involved in the content creation process. What makes a great brainstorm or an ideal content briefing strategy? The right ingredients and process which is described step-by-step.
Behind the fun form, there are seven good practices for building and maintaining a working content plan.
Take note of the shyest people in the room. Make sure they get a chance to speak their mind. The biggest ideas can sometimes come from the softest voices.
Collato
What will you learn?
Marketing your content is easy only if you are an expert. And even the most experienced chefs need to check their recipes to make sure they don’t make any mistakes.
Build your ideal customer profile
Keep the mindset of helping your customer, not selling to them
Do brainstorms and alignment meetings
Specify briefing, reviewing, and measuring process
Why is it good?
We like it because it emphasizes the power of brainstorming. Making relevant content is easier when you have a team of professionals ready to contribute to the process. Understanding your customer makes it easier for you to help them. And by targeting the right audience you can be sure your channel will grow organically.
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