Marketing organizations have long been seen as cost centers by the C-suite. Although marketers have made many strides to overcome this challenging internal position, many CEOs, investors and other key stakeholders who view the world in terms of return on investment (ROI) just can’t see marketing as an investment with positive returns, sometimes rendering marketing …

In the world of targeted marketing, we often tread the line between being personalised and being personal. On the one hand, using a consumer’s data can lead to marketing that is tailored to the individual, helping them to cut through the noise and get to the products or offers relevant to them. However, if that …

The simple adage “think like your customer” might have guided business decisions since the world’s first sale was made, but these four words are charged for companies operating on a global scale. Not only do global brands need to adapt to the rapidly evolving digitization of multiplying customer touchpoints, but in delivering their message, there’s …

Marketing modernization is allowing brands to connect with customers with more agility and scale than ever before. But to what end? With all this power and capability – from machine learning and data-driven decision-making, to personalized content experiences – marketers have had to rethink their engagement approach. They can no longer blast message after message into the …

Technology. It’s all around us. Here to (supposedly) make our lives better, both personally and professionally. Sometimes it does, and sometimes, let’s face it, it’s just a bad case of ‘shiny new thing syndrome.’ As we’ve been preparing the Technology Issue of Brand Quarterly, I’ve spent a lot of time considering what technology means to …

You only need to rewind about 15 years or so to remember a time when marketers were limited to communicating with their audiences across just three channels: Television, newspapers, and mail. This meant that marketers could communicate the same message across all three platforms with minimal detrimental impact, but the explosion of new channels and …

A new technology has now captured the imagination of CX directors everywhere – chatbots. Their promise is attractive.  They can be used to automate the way in which customers interact with brands, meaning that huge costs of human labour can be avoided.   Of course, the movement of customer service to online channels is nothing …

We have tools to measure every dollar spent on digital marketing. But when it comes to assessing the value of live events, most businesses still operate in a pre-digital age. Companies spend 25% – 30% of their entire marketing budget on meetings and events1 for a total spend of $565 billion/year globally2. Yet historically marketers …

In days gone by, targeted advertising was a costly and time-consuming venture. For a brand to reach its desired audience, it would first have to commit to extensive market research, significant media spend, and an endless stream of calls and emails between its media buying agency and media sellers (publishers) claiming to reach the wanted …

Over the last few years, digital transformation has been one of the hottest topics at just about every business conference and event. It’s a subject which keeps the CEO awake at night yet is not always clearly defined or understood. While I think the term can be somewhat divisive, it is good that it exists …