The B2B marketing mindset of building ongoing relationships with customers rather than seeing them as one-time buyers is being adopted by businesses across the board so why are the FMCG giants still seen as the Holy Grail of marketing?
Recruitment processes too often serve to exclude talent in favour of those with the same skills and experience, so it’s time to change your approach.
Chinese New Year provides a perfect reason to look to the East for inspiration on how to innovate in one of the big untapped markets: mobile payments.
Once, rich people used their money to buy bling, now they use it to buy customised goods and services that give them back their time – and one day, so will we.
Marketers are prone to a fondness for their own ideas and beliefs – something you must erase from your mindset in order to succeed.
Being a good marketer comes from having a wealth of insight about a broad spectrum of things – not just marketing.
The path to leadership doesn’t always match the advice being dished out so perhaps marketers should look elsewhere for inspiration.
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.
The decision to split responsibility for marketing into the two strands of its business might seem like a step backward for a retailer with such a strong brand, but it should enable it to move faster and focus more on what matters to customers.
The FMCG giant wants to sure it is reaching the right people at the right time as it looks to fight off growing challenges from ecommerce, own-label brands and digital disruptors.
With the GDPR deadline looming and consumers’ mobile activity creating more data every day, people’s trust is now heavily dependent on how brands protect their data, says Braze co-founder Jon Hyman.
Marketing Week Explores: From the crypto world of Bitcoin and blockchain to virtual reality and 5G, we look at the tech developments set to shake up marketing.
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