For global organisations, embracing market diversity, attitudes, and cultural preferences has long since ceased to be a ‘nice to have’ element that sat passively behind the global brand strategy; it is now an essential part of any brand program. The rise of ‘glocal’ (global vs local) campaign preparation and localisation has become the imperative. There …

Viewability has always been a standard of the advertising world. In this digital era, Engagement must become our new measure of success. Moving past who ‘sees’ and focusing on who actually interacts with your brand.

Brands are engaging customers in an ever-more time sensitive world with huge demands placed on the individual for their attention. With the sheer volume of marketing communications constantly rising, how can you compete for – and win customer loyalty?

Measuring marketing’s value remains a hot topic and challenge for many organizations. You may think measuring marketing’s value is a “no brainer”, but if you can’t prove your value you won’t secure the money. And while the money is important, there really is much more at stake. When you can connect your work to business …

The human application programming interface (API) – a marketer’s nirvana, enigma or simply too dangerous to even talk about? Wouldn’t you love to know what an individual is reading and reacting to online? The irony lies in putting our resources into developing marketing technology that is more human-like and perceptive, when we already have the …

Demographic-driven marketing worked somewhat well in a simpler time when there were a couple of major brands and a handful of media channels. Now, in the current marketing climate, interest and intent are the keys to highly successful targeting.

By 2020, our streets may be paved with all kinds of tracking devices and sensors that collect data, arguably, the gold of the 21st century. This is the promise of smart cities, using connected devices and data to revolutionise how we live, work – and market.

With ubiquitous internet connectivity and billions of people empowered to create and publish online, digital marketing competition is greater than ever.  Companies are increasingly challenged to create quality content that can stand out, to attract and engage new customers. How can businesses grow their reach and improve content quality in such a market? Through ‘participation …

While brand management in general is trending toward greater degrees of personalization, it’s interesting to note that marketing automation – by definition, a highly routinized process – represents the key to enhancing customer relationships.

Blame selfies, social media, fast food or any myriad of factors that have shaped our modern instant gratification lifestyles, but consumer expectations are higher now than ever. Life in the age of rapid customer feedback – from Yelp reviews, to trending topics, to shared recommendations – has led brands to recognize that, on a fundamental …