Marketing

Marketing leaders learned in 2020 to embrace agility and be ready for anything. As business uncertainty continues, it’s no wonder that chief marketing officers (CMOs) want to fall back on the tried and true, and forge ahead with low-risk marketing strategies. The Gartner CMO Strategic Priorities Survey 2021 shows that

Data doesn’t lie, but it also doesn’t care. That’s the key message from marketing and analytics leaders we spoke to this month about the problems that get in the way of effective data-driven decision making. Difficulties managing the cross-channel customer experience, taming data silos, and creating and managing cultures inside

Most senior marketing leaders are unimpressed by the results of their data analytics, despite prioritising their investments in the area in recent years. That’s a key finding of the Gartner Marketing Data and Analytics Survey 2020 which also revealed that as a result only 54 per cent of marketing decisions

In recent years, the traditional agency of record relationship where a select agency handles the complete scope of assigned marketing and advertising functions has given way to more of a project-based approach across multiple agencies. This includes not only the growing number of in-house agencies (Gartner’s 2020 Marketing Operations and

Marketers fret endlessly about content – moving it, mobilising it, measuring it, and managing it, but they seem to spend much less time discussing the content itself. Too often, in fact, content is treated as an input cost or a means to an end, rather than what it is –

Times of crisis expose who we truly are as people, as organizations, and as brands. Over the last few months, we’ve all had to navigate an increasingly volatile, fluid, and dangerous world. The scourge of COVID-19 has had a profound impact on the safety of our families, friends, and co-workers

Marketers remain the gimlet-eyed optimists of the management team, believing the worst of the economic impact of COVID-19 will pass quickly. The bosses, however, do not agree, according to Gartner’s annual CMO Survey which was released overnight. “Gartner data from a poll of CFOs showed that the majority (almost 60

A key component of marketing agility is helping marketers understand the trade-offs between the benefits and the costs of constant “improvements”. A silver lining of the past few months has been the surprising moments of agility marketing teams found during a time of high uncertainty.  Overnight, marketers successfully transitioned to

The success of digital marketers depends on martech but we need to be better at measuring value. Technology by itself does nothing but as digital marketers our success depends on it. How you utilize and measure your martech determines how successful you and your organization will be. When measuring their

In an increasingly competitive marketplace, and in recent months, in particular, digital channels and capabilities have been critical to success. Organisations need to engage all three areas of the corporate brain: customer intelligence, human intelligence and artificial intelligence. Marketers need customer intelligence not only to meet the needs of customers