Brands’ biggest AI opportunity is in making customers believe the bullshit
Mark RitsonArtificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
Artificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
Hysterical versus passionate, pushy versus ambitious, bossy versus assertive; the use of certain language in marketing is perpetuating everyday sexism.
The B2B “funnel” is redundant. New thinking that accommodates nuances in buyer behaviour is required if B2B marketers are to drive growth for their organisations.
When it comes to search, marketers need to employ both SEO and PPC, one for mental availability, the other physical.
System1’s Jon Evans looks at 10 years of data in the soft drinks category and explains why the few successful new product launches survived in the long term.
It’s patronising to suggest marketing is just a doorway into more “grown up” or “serious” professions.
With so many new product launches failing to exist even just one year later, brands must ensure they have clear strategic intent when bringing new lines to market.
Removing the famous Swiss mountain from its packaging won’t stop the chocolate brand building a desirable brand image in today’s globalised age.
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
Marketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’.
Customers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
It’s true a product’s purpose is to perform its function effectively, but the value of a brand is in making consumers believe it does more than that.
You’ve likely read the foundational books of Kotler, Keller and Levitt but there are a number of other books marketers should read to add breadth, insight and originality to their marketing arsenal.
Roe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Brands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
If brands really are serious about closing the gender pay gap forever, embracing full flexibility – not just hybrid working – would be a good place to start.
When it comes to hiring, skills are less important. Instead focus on mindset, character, attitude and a ‘batteries included’ mentality that means they are up for the challenge and able to get things done.
Marketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
People imagine working for a startup will make them rich and free them from the shackles of corporate servitude, but the reality is very different. Here’s how to go in with your eyes wide open.
Women’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
Economists now believe this year’s recession will be relatively mild, but marketers still have important work to do to ensure their brands come out stronger on the other side.
New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.