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Content Marketing is here to stay.  There is a broad and compelling consensus that content is the key to unlocking thought leadership, brand leadership, market leadership, and effective demand generation programs. In most B2B marketing approaches, this means blogs, e-books, white papers, case studies and compelling email and demand generation programs built around these. However …

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 …

During any periods of economic uncertainty, it is often the retail sector that is hit the hardest, particularly the high-end brands, as cost-conscious consumers become more reluctant to invest in luxury items. While genuine products at discounted prices can indeed be found on the Internet, consumers can often find themselves unknowingly caught out by counterfeit …

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 …

Consumer perception of brands has evolved greatly since we have entered into the digital age. Traditionally, there was a simple formula for how brands could project an image through the combination of three basic things: have a great product, toss in some good values, and present it all through a compelling advertising campaign. Fast forward …

The phrase “big data” most commonly might be associated with the tech side of marketing – analytics broken into charts and spreadsheets. But marketing executives should consider another aspect of digital marketing when putting analytics insights to use: the creative side. The trick is marrying digital and creative into one seamless marketing campaign. Collecting and …

The social media tools and techniques we have at our disposal are making marketers smarter, more effective, and more efficient each day, making days of “post and pray” a thing of the past. Or, at least, one would hope. The truth is, when it comes to social media marketing, a brand’s first priority must be …

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 …

If your business is not up to speed on offering consumers a personalized digital experience, then it’s time to catch up quickly. Personalization is no longer trendy or optional. On the contrary, personalization is rapidly becoming a consumer expectation. Businesses are seeing the rewards of capturing and analyzing data, which includes both consumer advocacy and increased revenues. They …

Innovation should no longer be reserved for companies that invent new products, or come up with life changing technologies. Every business should innovate, from corporate law firms, to design agencies, to manufacturers. Innovation and creative thinking can improve and enhance everyday processes. It can fundamentally change the way you capture customer data. It can lead …

Twenty-five per cent of millennials spend more than five hours a day on their smartphones, and over 60% shop on their smartphones every day. Known as a budget-conscious and discerning generation of consumers, millennials know how to use technology to their advantage. The typical millennial is reliant on digital services and applications to enhance experiences …

Research shows that consumers are willing to pay a ‘simplicity premium’ for products and services, like cars, cell phones, and travel and fitness offerings that make life easier while delivering premium performance. Yet, the majority of products, services, and messages consumers get from business, health and financial services, and the government tend to have the opposite effect – …

Social media poses so many questions. Where do you post? When do you post? What do you post? How do you post it, and how often? Why? There are answers. And here I will collate for you the common wisdom of when, what, where, why, how and who you should post to on different social …

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