The CEO's Guide to Marketing
By Hillary Bressler, Travel and Hospitality Marketing Lead, Pinch Hit Partners
Stats are the lifeblood of good marketers. The funny thing is that many marketers got into marketing because they thought they had a lack of solid math skills in school and thus went the route of the non-math related careers in school. This is a bad joke as we come to find out that the marketer’s entire career revolves around math. Budgets, column inch, pixels, impressions, conversions, percentages and the good old statistic.
Marketers have come to have a love hate relationship with math, except that of the statistic. The statistic drives us and gives us ideas. Marketers love statistics.
There are many statistics out there that are completely useless to marketers whose main goal is to increase sales or drive recognition of a brand. For example, global mobile ad spending is expected to reach 247.4 billion U.S. dollars by 2020. This stat is interesting to marketers, but it does not help us drive traffic to businesses or our clients. Yes, it tells us that the mobile industry is not going away, and we keep an eye on it to watch for major shifts, but it doesn’t fuel us.
I have compiled stats that fuel marketers and engage the thinking process. Each one can spark an idea or help marketers convince key stakeholders to move budgets around to support this ever changing digital landscape. If these stats are not a wake-up call, I don’t know what is.
The times in digital marketing are changing….rapidly.
So fast I would consider many strategies, like mobile, to be considered an emergency. With mobile now representing 69% of digital media time spent (comScore, 2017) the time to shift to mobile was yesterday.
In addition, 37% of all online spending in the United States and Europe is now made through Amazon. This figure is 57% for US consumers (Salmon 2017).
You may hate stats or love them, but you can’t leave them. Here are some of the most worthwhile:
Bressler Will Serve Clients as a Fractional CMO and Travel Marketing Consultant
Pinch Hit Partners is proud to announce the addition of Hillary Bressler to the company’s growing roster of marketing consultants and fractional Chief Marketing Officers. Bressler is a nationally regarded digital marketing executive and founder of .Com Marketing, the agency she sold to Edgecore in 2014. “Hillary was one of the first marketers to embrace pay-per-click advertising,” said Pinch Hit Partners founder Mark Cipolletti. “Her ability to forecast trends and opportunities will help us attract new clients, especially those CEOs and business owners who are struggling to keep up with the constantly changing world of marketing.”
One thing that hasn’t changed much in marketing is how companies resource their work. “I was attracted to Pinch Hit Partners’ business model because I see fractional CMOs and outsourced marketing departments as a new and better way for companies to accomplish their marketing goals,” said Bressler. “Some of the best marketing practitioners are now working independently in the Gig Economy. Pinch Hit Partners takes advantage of this like no one else. It’s a game changer for small and mid-size companies,” said Bressler.
Bressler will be based in Orlando, Florida, a city and state known for an abundance of national travel brands. During her 20 years as an agency owner, she served many of the world’s leading travel and hospitality companies such as Marriott and Universal Studios. “At Pinch Hit Partners, she will lead our travel industry practice. She will also be a lead consultant for clients who need to advance their digital marketing capabilities,” said Cipolletti.
Bressler started her career at the Golf Channel, launching their first website in 1995 and leading cutting-edge digital marketing strategies for the cable provider. In 2009, she co-authored a book, Discover Your Inner Strength (Cutting Edge Growth Strategies From Industry’s Leading Experts), with Ken Blanchard, Stephen Covey and Brian Tracy. She is also a sought after speaker on the topic of digital marketing.
Pinch Hit Partners provides fractional marketing leaders to growth-oriented companies.