Building a customer-obsessed culture
The scramble is now on to cater for the consumer's ever-changing demands. But an entire company culture obsessed with their customer has to start at the top
The Future CMO 2019
Today’s chief marketing officer (CMO) must be an expert tightrope-walker, skilled in balancing efficiency-driving technology with customer-centricity, human creativity with the power of data. The Future CMO special report, published in The Times, examines the need to upskill CMOs to deal with these new requirements and how collaboration with CIO has become business critical. It explores the rise of the branding-less brand, the need for greater transparency and how the modern marketer can get to grips with consumer “tribes”. Also featured is comment on how to reimagine the marketing funnel and why it’s time to eliminate imposter syndrome
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In this report
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What happens when every brand has a purpose?
Time and time again we hear of the value of purpose-driven marketing, so how do brands differentiate themselves when having a purpose no longer sets you apart from the competition?
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Rise of the ‘brandless’ brand
With the very foundations of a brand designed to ensure consumer protection and signify reliability and quality, will brandless organisations ever have the power to change the concept of brand-building altogether?
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Do customers want you or a chatbot?
Marketers are having to tread a fine line between increased automation and maintaining a strong connection with consumers
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Time for CMOs to fulfil their destiny as thought leaders
Informed, insightful, credible thought leadership is one of the most powerful assets a business can possess. But there’s a problem – only a tiny proportion of current thought leadership meets these criteria, says Nico Lutkins, senior director of marketing at LinkedIn EMEA
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Enabling a fully connected customer experience
The seemingly unstoppable rise of the omnichannel customer is having a profound impact on how companies approach marketing
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Transformation gives CMOs new lease of life
While some chief marketing officers may be fearing obsolescence, others are taking the reins in bridging the digital and physical worlds, and leading crucial transformation efforts across their organisation
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Why it’s time to kill the PDF
Content marketing is central to the modern marketer’s toolkit, but too many businesses are still relying on the clunky PDF to deliver their messages. Nick Mason, founder and chief executive of Turtl, explains why it’s time to finally ditch the downloads
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Golden age for influencer marketing
Influencer marketing is the biggest ad inventory the world has ever seen
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Relevance in a moment in time
As consumers are flooded with choice, marketing chiefs of the future need to capture time
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Future of Energy 2021
Carbon pricing is no longer enough to meet the Paris Climate Agreement targets, so what other options are available to businesses? Our Future of Energy report explores topics on how AI can alleviate energy poverty, fusion power’s ‘mini suns’, and an interview with Professor Mike Berners-Lee about a greener future for the UK.
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Future of Work 2021
Since workers can almost all operate entirely from home, many are leaving their urban lives behind, but what could a city exodus mean for businesses? Our Future of Work report looks at how the coronavirus pandemic is impacting the way we work, dealing with narcissistic bosses, the popularity of peer reviews and so much more.
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The Future CFO 2021
Finance leaders are contemplating an economic future ravaged by COVID-19 and the most successful ones will be those who can turn challenges into opportunities. Our Future CFO report, published in The Times, explores how new attitudes to risk management can revolutionise the finance function and whether organisations should really have relied on government support to weather the pandemic. It examines the future CFO as a champion for green growth and whether crowdfunding could be the right choice for your business. Also featured is an infographic on what’s keeping CFOs up at night
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Understanding Pensions 2021
This year’s Pension Schemes Act has received Royal Assent and represents a bold move towards protecting pensioners and their savings, but will it deliver on its promises? Our Understanding Pensions report, published in The Sunday Times, explores whether the Chancellor’s new Budget could threaten pension tax relief, how the sector is boosting its racial diversity and why young people still aren’t saving enough for retirement. Also featured is advice on how to avoid pension scams and what your options are if you find yourself embroiled in a pension dispute