In many ways, marketing has been at the forefront of digital transformation. Scott Brinker from Chief Marketing Technology has estimated the growth in marketing technology (MarTech) has exploded from 150 different solutions in 2011 to almost 5000 in 2017. Gartner predicted in 2011 that “By 2017 the CMO will spend more on IT than the CIO.” At …

As IoT branches out over the next few years, transforming the way consumers live, work, and think, we will enter the age of ubiquitous computing. By 2025, there will be more than 100 billion connected devices – that’s 14 for every person on the planet – generating a revenue of almost $10 trillion. The scale …

The expectations placed on CMOs to deliver growth for their brands have increased alongside the availability of ever-more-advanced MarTech solutions. While the CMO’s traditional focus on attracting new customers and differentiating the brand’s story through compelling creative marketing materials remains important, the role has undoubtedly expanded to now include more strategic business planning and development. …

As you read this, two or more people on your marketing team are probably at odds over some question – big or small – about the right way to do their jobs. Maybe it’s the right way to set goals or structure a campaign. Or allocate budget. Or utilize consumer insights. Maybe it’s something as …

As brands expand globally in search of new growth opportunities, the diverse number of buyer personas and ways to reach them rises at an exponential rate. At the same time, customers now expect relevant brand touch points to be delivered to them in real-time, and across multiple channels and platforms. The need to generate a …

Is the foundation of your brand strong enough to support a lasting success? Are you authentically delivering on your brand promise? Or are you suffering from what research calls the current “crisis of trust” in business? If you answered “yes” to that last question, it’s time to do some digging down to your brand’s base …

It all started so well. The contracts were signed and the champagne was flowing. But when once you saw yourselves as the next Unilever, capable of holding down those long-term agency relationships, now getting through the campaign you paid for will be an ask. Your agency has lost that spark from when you first met; …

Increased choices, channels, and competitive proliferation have changed the way companies and customers engage with each other.  As a result, many organizations are designing new approaches in order to be able to pilot themselves successfully in this modern environment. PwC’s Global CEO Survey found 72% of organizations have, or are planning to have, significant change …

Econsultancy founder Ashley Friedlein recently made a bold prediction for the marketing industry’s year ahead: “The guiding star in 2017 will be focus”. An outside observer might reasonably wonder why a simple – even obvious – idea like focus merits so much attention. But if you’ve been paying attention to the state of the marketing …

A specialist knows a lot about a little. Sometimes this is a good thing. Sometimes it’s even vital. But, not always. In the realm of cancer medicine, for example, research has found that specialists have a tendency to over-recommend the treatments they are capable of administering. This phenomenon is very human. And very hard to …