My team and I are up to our armpits in marketing plans for the next financial year. Regular readers will know that I work for an international business to business (B2B) brand, with a big focus in the UK, and one of my challenges is matching the ‘product push’ from my international colleagues with the ‘market pull’ from my UK general managers.
It’s satisfying and timely to hear Mark Ritson call for a focus on Small Data over Big Data. A report published this week by The World Federation of Advertisers and The Customer Framework found that across 47 member organisations the secret to tangible data success needs is a strategic focus on what data is needed and how it […]
Millennials “expect brands to live in the same world they live in, speak the same language about the same issues they care about, be humorous, or strike an emotional chord,” according to the Harvard Business Review. And it’s not just millennials – consumers aged between 18 and 34 – who feel that way. There is an increasing demand from all consumers for a genuine ‘value exchange’ between themselves and brands.
When should marketers take advantage of the hype about a new technology? Move too early and you’re the proud owner of a warehouse full of internet-enabled shoes while consumers are worried about leather soles. Move too slow and you may end up selling standard shoes when the rest of the world is using their footwear as a wireless hotspot.
Interesting times for me at the moment. One of my longest standing clients has just hired a marketing director from a big FMCG company and I am helping to “settle her in” to the new role.