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
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
‘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’
Consumer-facing brands are reaping the benefits of brand loyalty and retention through their efforts to become responsible businesses, so is there an opportunity to be had in responsible marketing for business-to-business companies?
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
As more brands grow wise to the potential of podcast advertising to reach engaged and dedicated listeners, is there a risk of an eventual over-saturation that will turn once-loyal subscribers off?