Mikel Fields, Author at Marketing Insider Group

Mikel Fields

Mikel is the Managing Partner of Castello Branco Fields that consults brands strategy for small businesses and growing brands that are making an impact in their local market. Mikel's clients typically already have a proven concept and an established brand but need help with finding and executing a brand strategy that increases local and regional brand awareness to better scale their businesses model.

Article by Mikel Fields

5 Ways to Revolutionize Your CX Strategy with AI

21 Aug 2023 in Best Practices

Too many conversations about artificial intelligence assume a binary. Either the robots replace the people in a particular role or use case, or they don’t. This black-or-white thinking could be appropriate in limited applications. Machines and automation are replacing humans in various functions. This is particularly the case in the industrial economy, but it also
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3 Tips for How Marketers Can Partner With Industry Experts

31 Jul 2023 in Content Marketing

The parameters that make an online resource “authoritative” are always changing. Google uses a variety of factors to decide what makes a source worth displaying on its search engine results pages (SERPs). The search engine’s developers also admit that online content is constantly changing, and “we continuously measure and assess the quality of our systems
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Marketing Audit 101: How to Conduct a Marketing Review and Make Adjustments to Boost Performance

26 Jun 2023 in Strategy

Marketing becomes more complex every day. As new technology and concepts surface, promoting brands, products, and services has become a complicated activity for small and large companies alike. As marketers craft and implement their strategies, it can be difficult to understand what is working and what isn’t. Sure, you can monitor the results of a
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5 Ways Marketing Managers Can Improve Team Efficiency

03 Apr 2023 in Best Practices

Marketers today have advantages that their predecessors wouldn’t have dreamed possible. Take real-time campaign tracking and monitoring, for instance. Marketing teams can see what’s happening live, enabling them to make instant adjustments. Yet marketing employees can’t take advantage of opportunities if their team efficiency is lacking. The cost of being inefficient in such a fast-paced
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How Demand Generation Marketing Can Speed Up Growth Campaigns

09 Jan 2023 in Best Practices

When it comes to driving growth for your company, you can’t afford to overlook the value of demand generation marketing. With a comprehensive demand generation strategy, you can create interest in and desire for your products or services. As a result, you can scale faster and hit your quarterly and annual revenue goals. Before you
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How to Master Your Product Packaging

19 Sep 2022 in Branding

Packaging keeps a product safe when it’s in transit between a manufacturer and a consumer. Companies can also use it to divide components of a product and make it easier to purchase something in individual quantities. Of course, there’s more to packaging than just utility. It’s also an important marketing factor that can play a
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How to Keep Content Moving This Summer

21 Jun 2022 in Content Marketing

The internet never sleeps, nor does it ever go on vacation. If you’ve been marketing your product or service online, you know how difficult it can be to come up with fresh, insightful content. The online world’s appetite for valuable content is insatiable. However, you also know that even the best of your employees are
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How to Coax Gen Z Into Your Store

07 Feb 2022 in Marketing Strategy

Whenever the subject turns to Gen Z and its buying habits, just about any savvy business owner or marketer is likely to tell you the same thing. If your products or services aren’t showing up on a Gen Z-er’s smartphone, you probably aren’t showing up at all, at least as far as they are concerned.
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5 Reasons to Add YouTube Shorts to Your Digital Marketing Strategy

06 Oct 2021 in Social Media

Digital marketers must contend with an all-new, promising marketing platform being released every few months. It often seems as though marketers don’t even get sufficient time to evaluate the various merits and tradeoffs associated with one new platform before something else comes along to supplant it. The ability to pivot at a moment’s notice is
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3 Tips to Advance Your Audio Marketing Efforts

06 Sep 2021 in Content Marketing

Audio marketing is currently a hot topic. Advertising giant Carat has described “screen-free media” as one of the biggest media trends for 2021 thus far. Since the audio marketing world has never had so much momentum, it’s something marketing teams should consider adding to their marketing strategy either this year or next. If your marketing
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