Is marketing morphing into sales?

Salespeople are increasingly reaching out to prospects and acting as the first touch point for brands, while marketers are making an impact on the buyer's journey as a sales enabler

Why CMOs and CIOs must work together

As data and technology move to the forefront of marketing strategies, collaboration between the chief marketing officer and IT leader is increasingly vital to business success

Balancing data with creativity in marketing

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

It’s time to reimagine the marketing funnel

The traditional marketing funnel is no longer the best tool for understanding B2B customers, and professionals now need more efficient models to activate content marketing campaigns

Why marketers must pursue creativity and excellence

‘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’

Advertising effectiveness vs. efficiency: what is important?

Brands prioritising short-term wins over long-term brand-building could end up falling short of the competition

What does the future influencer look like?

Influencer marketing is a huge industry and is almost synonymous with the platforms it appears on. However, given its rapid growth and a recent marked change in consumer attitudes to social media, how will influencer marketing evolve? Here are four possible scenarios

Are Google and Facebook killing advertising?

phones with Google and Facebook on screen

Internet behemoths Facebook and Google collectively dominate the online ad market, so what chance do smaller businesses have in competing?