The big FMCG companies might still get the kudos from marketers, but on results, innovation, insight and diversity they have taken their eyes off the ball and let nimble disruptors in.
It’s often hard to look at trends objectively if you’re living through them, but marketers have got to ask themselves whether what they know today will be proven false tomorrow.
Marketers should be more concerned with doing their day job and making an impact that way than trying to top a list of marketing influencers.
The level of opportunity open to marketers today means marketing’s golden age is now. The challenge, however, is working out which opportunity to seize first.
Marketers no longer need fortune-tellers or clairvoyants to advise them what will happen in the future, a quick look at Google, Apple, Facebook and Amazon’s results suggests where the industry is headed.
It is all too easy to base marketing strategies on hope, fear, what has worked in the past and what others are doing, but the best marketers will hinge their decisions on the facts.
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.
British companies often struggle to scale abroad but ‘marketing intelligence’ firm MiQ is doing just that, using insights from digital campaign data to put marketing at the heart of brands’ strategies.
It takes courage and confidence to launch a legal battle, particularly when your challenger is one of the world’s largest sportswear firms, but the founder of niche activewear brand LNDR says she had no other choice.
New data regulations held the promise of an improved user experience for digital services, but the reality is more pop-ups, confusion and inconsistency.
Story of my CV: Business transformation has been the driving force of Pronovias CMO Eva Ziegler’s career, which has seen her put the customer at the heart of brands from Coca-Cola to Toyota.
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