The ancient texts that shape modern culture are well known to most and have survived for centuries, which led me to wonder: which marketing texts will still be around in 400 years?
In an uncharted world of exponential change driven by technology, marketing leadership means depending on judgement as much as data, and personality as much as skills.
Short-term thinking will lead brands to disaster. Instead marketers must understand the value their product provides the customer to be better prepared for the future.
Friction is anything that slows the customer down when buying your stuff, and we can choose to introduce it or not. But just remember, friction costs you money.
Coming up with new ideas is now a core responsibility for marketers, but most only use it to make small changes to existing products. OpenJaw Technologies CMO Colin Lewis explains how to take practical steps to embed new innovation methods into your business.
Human nature evolves at a glacial pace but we still want a constant stream of new technology that adds value. Marketers must adapt to change while recognising some needs stay the same, says OpenJaw Technologies’ CMO.
Chinese new year offers an opportunity to examine the rapid progress of China’s smartphone-dominated consumer economy. OpenJaw Technologies interim CMO Colin Lewis explains what Western brands can learn.
The digital giants have committed themselves to the IAB’s new ‘Gold Standard’ initiative, which looks to “raise the standards” and address ad fraud and brand safety in online advertising.
Twitter and Amazon’s broadcasts have failed to match TV’s enduring reach but digital viewing will inevitably grow, so are ad partnerships the answer or is that just another route in for digital’s Trojan horse?
Authentic leadership is a powerful idea. But if you believe authentic means ‘just being yourself’, you may end up in a mess.
Lack of confidence means many marketers are cutting back or moving budgets to cost efficient digital channels, according to the Bellwether Report.
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