Brands must control more than product performance and quality, fair pricing and even positioning/reputation issues in today’s brutally fickle marketplace—they must also seize full control of the end-to-end supply chain experience. Consumers will now abandon their...
Chief marketers are too focused on the traditional storytelling aspect of their position, and are less comfortable with aspects associated with driving growth, including acting as revenue science practitioners and customer experience architects, according to a new...
When a recent study from Revionics revealed 52 percent of weekly or monthly retail promotions go to customers who would happily have paid full price, the firm decided to probe more deeply into the emotional psyche of the shopper to learn exactly what types of retail...
The introduction of the General Data Protection Regulation (GDPR) means major changes to your current marketing strategies, with the onus clearly on brands when it comes to the matter of consent. You now need to obtain clear permission to store and use the data of any...
Leaders have followers, and nowhere is that more evident than the global e-commerce market, where giant digital shopping destinations like eBay, Amazon and Alibaba now account for more than 50 percent of the nearly $500 billion spent by North American consumers...
Consumers expect greater value and functionality from company-specific apps, according to new research, and these “brand apps” now play a crucial brand affinity role for nearly half of consumers, who say a positive experience with a brand app translates into greater...
These days, marketers have the audacious challenge to think big, execute smart, and deliver growth to be successful, according to Gartner. At its recent Gartner Digital Marketing Conference, analysts explained how to execute on these objectives. Gartner analysts told...
Retailers rely on retargeting ads to alert us to what we might not know we need in order to move the sales needle, while many consumers feel the practice has become overused and overly intrusive. Shoppers and marketers may be on opposite sides when it comes to...
In 2008, when asked if brands were fully realizing the revenue potential of customers, 76 percent of chief marketers said no. Ten years later, 77 percent of respondents to the same question in a new CMO Council audit still say no, and 10 percent say they are not even...
Now that we’re a good way into 2018, it’s a great time to check out what’s working and which trends look to be around for the long haul. Whichever way you look at it, the fact is that content has become the largest growth area for marketing, and that trend doesn’t...
While businesses goals, finances, profit margins and products and services may differ, in many ways it doesn’t matter whether you’re a start-up, small business owner or a business giant—you’ll all have certain elements that are the same. For instance, what is a...
Most CPG organizations today understand the importance of metrics as they evaluate which in-store activities drive volume and sales, and the underlying factors that impact performance. However, new research shows it’s critical to harness the right metrics to create a...