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Never confuse movement with action. – Ernest Hemingway Customers are yearning for better experiences. But what are you doing to design a better experience? How do you know what your customers’ expectations are? What are they trying to achieve? And how well is that going for them? Are you listening to customers? Are you mapping …

Artificial Intelligence (AI)-driven user interfaces are the most recent trend in digital transformation. For end users, voice-driven chatbots provide a streamlined interface to accomplish a task in a fun, engaging, informative, intelligent manner – and for brands, they represent a chance to engage their customers better, ultimately leading to increased loyalty and new revenue opportunities. We know …

We live in a technologically driven world. There’s no doubt about it – it follows us everywhere (literally, if we’re talking about GPS, location services, remarketing…). Those companies that continue to use new tech solutions now will be the ones that survive the future, and we’ve seen what happens to those that deny it. Where …

As a result of our ageing population, we are naturally seeing a rise in the number of people living with impairments. In fact, the Papworth Trust recently found that the people most likely to be living with a disability are over the state pension age. Despite an estimated one in five (12.9 million) people in …

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.

“Growth hacking” is a new term for many branding professionals but a long held practice among the best marketers and product managers in Silicon Valley. With traditional media fading and the onslaught of mass customization and niching on the web, marketing as we’ve known it for the past 100 years is in a stage of transition …

What is your brand promise? If you asked your customers that question, would they know the answer?  And if they do, would they also be able to say that you deliver on that brand promise? There are some companies that are so good at what they do, that with just a sentence or a few …

The era of digital transformation is upon us and is likely to accelerate in the coming year, but many companies will struggle to leverage this revolution. It’s not because they don’t have the budget, but rather because their leaders are unsure about what specific steps need to be taken, in order to align their corporate …

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 …

ROI – return on investment – is the holy grail of marketing.  Year after year, we talk about it — in boardrooms, at events, on social media, virtually everywhere.  While it’s not hard to figure out why ROI is so important, it is definitely hard to nail it down. Through all the talk and speculation, …

Today’s businesses will find fierce competition from hobby rooms in suburban dwellings across the globe. The competitive advantage in the future will go not to companies that provide the best products, but to those that provide the best experiences.

We all know the 4 P’s of Marketing (Product, Place, Price, Promotion), which continue to play a significant role in driving corporate marketing and product management practices. As a brand marketer, you know that a marketing strategy lives and dies through how effectively your company navigates and harnesses the power of the 4 P’s. Connecting …

Over the past few months we have seen the gradual launch of a range of new gTLD’s (generic Top Level Domains). Some are industry or geographic specific, but others are creating more concern.

Are the typical brand management and international marketing issues faced by a powerful for-profit company the same as those navigated by an international non-profit organization?  Do non-profit organizations need to worry about a global branding strategy, website conversions, or visitor metrics? In short, yes. Let’s take an in-depth look at how one non-profit organization approaches …

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