The big questions for marketers from CES
Tom GoodwinEvery 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.
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A cynic’s thoughts on why blockchain could change the world
Tom GoodwinOn 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.
It’s time for marketers to rise up and take control of product
Tom GoodwinThe 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.
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The killer questions to ask before beginning a digital transformation
Tom GoodwinWhile 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.
The unlikely secret to direct-to-consumer success
Tom GoodwinDespite some questionable business models, we can all learn from ‘digitally native vertical brands’ but not necessarily for the reasons touted.
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Treat data like a friend down the pub not an idol to pray to
Tom GoodwinToo 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.
When disruption means breaking the law, how do brands respond?
Tom GoodwinStartups 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.
Ecommerce has been democratised – now anyone can sell anything
Tom GoodwinAnyone 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.
The future of retail is everything being shoppable
Tom GoodwinIn 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.
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Make shopping practical or an experience, don’t do both
Tom GoodwinRetail 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.