Welcome to our Modern Marketing Blog

The old saying that every cloud has a silver lining has never been truer than in these extraordinary times we’re all currently living through.

For small businesses, this situation is a heaven-sent chance to tread water.

The invisible spectre of COVID-19 stalking the globe has forced widespread isolation of communities and shutdowns of conventional business activities.

But in our Vermilion Pinstripes business sphere – where we always look for that silver lining to take full advantage of it – COVID-19 has also generated genuine by-products of hope and optimism for the future.

There’s a very powerful force out there in Modern Marketing and it’s called Data. The advantages are huge if you collect data, apply analytics and interpret insights. Analysis should be a part of every single thing you do with your marketing. Anything you do - any piece of content you create, any campaign you launch, or any marketing action you undertake - should be analysed.

Working with a restaurant chain for B2C PR, there were always specific food reviewers that we target for our client. It’s been known that every time a positive food review is posted by these reviewers, the restaurants would be packed for at least 2 to 4 weeks straight. That’s the power of positive PR coverage.

Every marketer is expected to be highly creative and to create highly creative content. For several years, there was a huge hype on Content Marketing which Content Marketing Institute defines as ‘a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.’

73% of executives don’t believe that marketing drives demand and revenue. As a business owner and marketing professional, I sometimes wonder why we do marketing at all if most executives don't believe in marketing. Maybe marketing works and we as marketers are not presenting the results of marketing to prove its return on investment (RoI).