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.
From budgets and creativity to the future of ‘brand Britain’, what might the marketing industry look like once the UK leaves the EU?
Beware of letting the tail wag the dog: technology is integral to modern marketing but tools are no replacement for strategy.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The Government is launching an upskilling programme for its marketers that aims to provide them with the tools necessary to produce the best and most effective digital marketing.
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