If you had a blank sheet, what organisational structure would you choose for marketing and digital?
Ashley FriedleinThere are two strategic imperatives that you cannot fail to have missed: digital transformation and customer-centricity.
There are two strategic imperatives that you cannot fail to have missed: digital transformation and customer-centricity.
Our recent Salary Survey 2015 made for somewhat depressing reading.
Let us start with the bombshell. There isn’t anything new on the digital marketing horizon for 2015 that excites me much. In previous years entire new disciplines emerged. Last year was big for content marketing, data, native advertising, programmatic. Before that we had marketing automation, inbound marketing and going back further still social, mobile, video and so on.
Marketers are not famed for their honesty but next year could be the year of being ‘insanely honest’, as social media and consumer demand pushes transparency to the fore.
How to know if people really are who they are is a key piece in the game of digital influence and a government-led initiative with the help of Timpson could steal a march on the big brand players.
Earlier this year, Evan Spiegel, chief executive of Snapchat, gave a keynote address where he talked about three characteristics of the era we’re living in: internet everywhere; fast and easy media creation; ephemerality. Snapchat is particularly known for the third of those, of course; the evaporating selfie, capturing a ‘moment of me, now’ has become an […]
3D printing was invented in the 1980s but only now is it starting to enter the consumer realm as the technology gets better, cheaper, smaller and more ubiquitous.
Snow Fall is a beautiful, interactive and immersive multimedia experience about the avalanche at Tunnel Creek in the US. It was lovingly crafted by The New York Times in 2012 and was heralded as setting new standards in digital storytelling.
Marketers know that the swift-moving business world demands them to be agile and able to react to changes both in their market and in technology at rapid speed.
Just over a year ago Marketing Week and Econsultancy published a Modern Marketing Manifesto – an attempt to try and capture what should constitute marketing as we move further into the 21st century.
IBM recently announced a $100m investment in its Interactive Experience arm. Essentially, this is IBM’s global digital agency. It’s not IBM’s traditional territory but in Econsultancy’s upcoming Top 100 UK Digital Agencies, you will see names such as IBM, Deloitte Digital and Accenture Interactive ranking highly.
Ashley Friedlein, chief executive of Econsultancy, picks six key trends that are likely to affect the advertising market this year – are you already prepared?
There are two big questions about marketing as a discipline at the moment. Firstly, is it getting more, or less, important within organisations? Secondly, has digital marketing completely changed what marketing is or has it fundamentally remained the same?
How do you create a marketing function fit for the future? This was the question a newly appointed chief marketing officer asked me last week. It’s a tough question.
Should chief marketing officers really aspire to be CXOs? That stands for chief experience officer, although it is perhaps more often called chief customer officer. There are currently very few CXOs at brands – although they do appear at agencies – but the chief customer officer job title is slowly creeping into organisations.