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.
People don’t automatically trust machines, so as personalisation and automation step up a notch marketers need to ensure they do everything they can to create transparent and user-friendly experiences.
The UK’s second biggest brewer Molson Coors wants its marketers to be closer to their target consumers, whether through a new premium marketing hub or a new positioning for Carling that focuses on local communities.
Story of my CV: Margaret Jobling’s experience at Unilever gave her the perfect foundation for a career in marketing, but she says leaving was the “best thing I ever did” because it taught her how much she’d learnt.
The world’s largest consumer brands are sharpening their portfolios, culling unprofitable ranges to free up investment for experimentation and to capitalise on the latest trends.
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