Nothing Will Ever Be The Same Again
By Stephen Shaw The pandemic has triggered many unexpected shifts in consumer behaviour that are here to stay. Now is the time for marketers to look past this crisis and get ahead of change instead of continuously chasing it. Nothing shakes up complacency like a global pandemic. This once-in-a-lifetime crisis …
The Loyalty Trap
Ever since reward programs first became popular over fifty years ago, marketers have been trapped into thinking that customer loyalty can be bought. But customers today are looking for more than just rewards—they want to be treated honestly and fairly. She jokingly refers to it as her “hobby.” Every …
The connected experience
Marketers have been slow to adapt to a post-campaign world where the old familiar rules of brand building are obsolete. To connect with customers today marketers must not only manage channel complexity, they must make the brand more relevant and central to their lives. In the late 1950s the Volkswagen …
Putting customers first
Businesses everywhere are under pressure to give up the ‘make and sell’ model, fearful of digital disruption. But while they concede the importance of improving the customer experience, the path to transformation can seem like an impossible journey: can businesses ever hope to keep pace with their customers? …
Automating the marketing ecosystem
Half a century ago IBM revolutionized the computing business by separating programs from hardware. Today a comparable revolution is underway: the shift to browser-based applications in the cloud. But that poses a dilemma for marketers: how do they combine multiple standalone applications to form a unified marketing ecosystem? At …
Joining the conversation
In this age of uninhibited self expression, when almost everyone has something to say or share, marketing must modernize its communication model to have any chance of joining the conversation Forty thousand years ago, when our early ancestors drew pictures of the world around them on cave walls they …