Boards have become detached from the reality of their customers. More outsiders willing to ask the big, awkward questions should be brought in – the voices of the future, the customer and of those who see things differently are needed.
Data is often inaccurate and inefficiently managed yet marketers rely on it to guide and justify every decision, when it should be there to support human insight and intuition.
Every year at the Consumer Electronics Show, marketers try to find the answers to pressing questions about the future. But the questions they ask are just as important.
On the surface, blockchain seems to be an inelegant solution to an unknown problem, but where it shows real potential is in getting CEOs to care about improving customer experience.
The products on show at CES prove marketers need to finally get in front of the making process – to use data, creativity, imagination and empathy to inform what gets to market.
While digitalisation is short-term fixes, digital transformation is rethinking everything to set-up businesses for future growth. To get it right, ask yourself these key questions.
Despite some questionable business models, we can all learn from ‘digitally native vertical brands’ but not necessarily for the reasons touted.
Too many marketers are asking for data that’s easy to measure and KPIs that are simple to track, rather than really listening to customers and understanding their wants and needs.
Startups have disrupted global markets and big brands by spotting unregulated industries and gaps in enforcement, so established businesses have to fight back and exploit their own opportunities.
Anyone with a credit card and an idea can build an ecommerce businesss using low-cost global suppliers, knocking down the barriers to entry that were once brands’ greatest assets.
In the second of three articles on the future of retail, Zenith USA’s head of innovation Tom Goodwin says marketers must get used to everything being a ‘shoppable layer’ of retail, placing their brand wherever sales can happen and shortening the path to purchase.
Retail is becoming a world of extremes. Brands either need to remove complexity and make the process as simple as possible, or add it in to create a “delightful” experience, says Tom Goodwin, executive vice-president and head of innovation at Zenith USA.