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.
Marketing Week reviews the latest books for marketers.
Given the most hyped technologies of 2017 have failed to make an impact this year, marketers would be wise to perfect customer experience on incumbent tech like mobile before shifting focus to blockchain, VR and voice.
Catch up on all the major marketing news this week, including Tesco’s drive to help customers eat more healthily, Heineken’s struggles with ecommerce and Dollar Shave Club’s new business model.
L’Oréal is shifting to offer services in a “new era” for the brand that sees it aim to become the number one beauty tech company.
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