Tradeshows remain an important and effective means of reaching your key customers and finding new ones. Take the following steps and you’ll make the most of the opportunity, says Discount Displays’ Aaron Inglethorpe.
The ‘math men’ may claim big data hones your proposition to an individual consumer, but value is lost when you fragment media spend and the greatest brand benefits still come from large-scale creative campaigns.
Benedict Evans, partner at Andreessen Horowitz, examines the changing digital ecosystem.
The word ‘brand’ is used to encompass a multitude of meanings; for some it is an expensive contrivance dreamed up by the marketing department, for others it is the growth engine for post-industrial businesses.
Modern experiential marketing is no longer about the experience, says Alex Smith at Sense, who takes us on a journey towards a new definition of the discipline.
Chief marketing officers are at a turning point. Our profession is changing – the pace of technological change is accelerating and the competitive landscape is exploding in its wake.
Integrity will be key for any marketer in 2016. I don’t mean this in the moral sense but in its literal sense; the Oxford English Dictionary defines it as “the state of being whole, the condition of being unified or sound in construction”.
Having lived and worked in Asia for 12 years now, I’ve witnessed first-hand this region’s development. It’s been a thrilling ride. Here are my top marketing trends and observations, as well as tips to achieve digital/technology marketing success in Asia.
If you want to be a brand that people talk about, you have to start the conversation – and that means putting content at the heart of your business.
Marketing spend is often the first to get cut in a recession but, as Brigid McMullen at The Workroom says, it is vital to invest in your brand during the tough times.
Bruce McColl, global chief marketing officer at Mars, explains how the company’s philosophy of ‘mutuality’ is reflected in its brands and how they are measured against both their financial and social performance.
Nothing makes a marketing professor more upset than deleting cherished PowerPoint slides because the content has become outdated. So you can imagine how sad I was when AG Lafley stood down after 10 years as P&G’s chief executive in 2010. A professorial treasure trove of quotes, case studies and videos of the man was rendered unusable overnight.
What keeps chief marketing officers and senior marketers awake at night? Apart from digesting reports of the increasing economic upheavals across Europe and the rest of the world?
With regard to your article ‘Data ownership question needs solving too’ , it is clear the EU data guardians have their crosshairs resting on an issue of increasing significance in the digital age. Few would argue there is a profound lack of clarity to data privacy and indeed data ownership. That said, the proposed changes […]
Eric Ingrand of EnVeritas Group explains how adapting global themes to local values is key to effective multicultural marketing.