Marketing

Will UEFA Take Punitive Action Again Cristiano Ronaldo? When Cristiano Ronaldo carefully and strategically moved two Coke bottles away from his line of sight at a post-match press conference, the Coca-Cola share price suffered a steep fall. Were the footballer’s actions a commentary on Coke the drink or a simple

business, strategy, marketing plan

CMOs often think of martech almost as if they were buying a new car. They expect their technology to perform perfectly as soon as they have it, “fresh off the lot.” Unfortunately, your car (or martech) salesperson isn’t asking you how good of a driver you are before you sign

Integral Ad Science (IAS) recently released a report highlighting a notable increase in brand risk since the pandemic-led switch to remote work. IAS defines brand risk as “Impressions on pages that are flagged for posing various levels of harm to brand image and/or reputation through association.” These associations include adult

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