When consumption patterns can no longer be defined by traditional factors, such as age, gender or location, consumer tribes grouped by their collective common behaviours and interests begin to emerge. But what does this mean for the modern marketer?
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?
Chief marketing officers understand the potential of data and analytics to transform customer understanding. But marketing still requires creative thinking to ensure consumers are targeted effectively with a message that cuts through the noise. Here are five examples
‘We need to arm marketers with the tools to enable them to make the right decisions. It’s easy to be blinded by the many measurements of short-term growth and key performance indicators that surround us’
Artificial intelligence is shaking up the world of work, automating out routine tasks and freeing workers to concentrate on the more creative elements of their job. But it can often be surprisingly good at mimicking human creativity, and with varying levels of human involvement is now making inroads into new areas of work
The last few years have seen swathes of companies in-house their advertising functions, but what is the impact on creativity when your employees are working on the same brand, year in year out?
‘Our industry – the keepers of brands and imagery, the content makers and human connectors – has an incredible opportunity to lead the way forward’
The modern internet has provided the worlds of advertising and marketing with abundance, in terms of tools, techniques, data and possibilities. But while everything that's new has been embraced, time-tested strategies of the past are viewed as ineffective and boring. Marketing thought leader Tom Goodwin explores the need for balance, and what marketers should avoid this year and beyond