Tag: marketing Filter Filter by All AI Automation Blog Commerce Creativity Data Future Innovation Leadership Management Media Metaverse Purpose Sustainability Trends close Marketing cuts accelerate the shift to digital By Martin Recke Cuts in marketing spending are disproportionately affecting traditional channels, accelerating the shift to digital. The optimisation seduction: keeping data in its place By Adam Tinworth The limits of optimisation are a lesson we need to keep learning. Data seduces us into thinking of people as machines — but that's a huge management error. Nick Law: embracing a new age of digital creativity By Adam Tinworth Creativity is a core skill to navigate digital change — and yet is too often misunderstood. As Nick Law explains, creativity is deeply rooted in a medium, and great leaders understand that. The NEXT Level CMO is a multi-skilled team player By Adam Tinworth If you want to get your marketing career to the next level, you need to master conflicting skill sets — and build a team that can support you. Ana Andjelic: How Brands are Experimenting with Web3 Could the blockchain change the relationship between brands and consumers, reshape supply and demand — and revolutionise how we think about ownership? NEXT Level CMO If you want to get your marketing career to the next level, you need to master conflicting skill sets — and build a team that can support you. Matthias Schrader: singing marketing’s new song By Adam Tinworth The Accenture Song brand isn’t just an aesthetic change: it reflects a fundamental shift in how marketing is done. Matthias Schrader explains to David Mattin what it means for you. Ana Andjelic: What Web3 means for brands By Adam Tinworth Web3 is about more than NFTs and crypto, says marketing leader Ana Andjelic. It offers brands the chance to monetise their archives, and rethink their partner relationships. John Schoolcraft: why creativity beats marketing By Adam Tinworth In the latest episode of our online show, the Oatly creative head explains why he rejects the marketing label, dismisses the client/agency relationship and breaks the Super Bowl ad rules — all in the name of creativity. Why marketers need to love systems thinking By Adam Tinworth The post-pandemic age of uncertainty has opened up a new, more complex world for marketers. You need systems thinking in your toolbox to survive and thrive. Truth, trust & values: business in the age of misinformation By Adam Tinworth For all its benefits, the internet has eroded people’s sense of truth. How can businesses win back customer trust? Why marketing is no less important than technology By Martin Recke While technology is the foundation, marketing is an important success factor. Marketing must be present before product design starts. Why every company needs a trickster By Adam Tinworth A singular corporate vision is good. Group-think is bad. Businesses need to embrace the tricksters within to help challenge and refine what they offer. What’s the purpose of business? By Martin Recke In a world of overwhelming complexity, it isn't easy to find the purpose of business. We shouldn't veil our confusion. The new role of the CMO By Martin Recke The CMO needs to change, since marketing has changed profoundly. Forget Influencers. The truly digital marketer harnesses the crowds. By Adam Tinworth Too much "digital" marketing is just traditional approaches in new clothes. Can marketers lead the way into more transformative approaches to solving real problems? The future of marketing is closely related to the future of innovation By Martin Recke The future of marketing and innovation is the reunification of what had been separated into the Parallelwelten of corporate silos. The parallel universes of innovation By Martin Recke How do you continuously improve existing products while simultaneously developing new ideas with transformational potential? How can parallel innovation structures go beyond pure efficiency? Is Tim Cook really building a greener Apple? By Adam Tinworth This weeks, people started getting their new Mac minis and MacBook Airs, which were announced last week. It’s a more sustainable, greener product right? Why chief marketing officers need to up their product game By Martin Recke Marketing all too often is boxed into the promotion corner, with advertising at its core, and therefore in many cases run as a cost centre, which it shouldn't. Eco Moliterno: Let digital fix the world, locally By Adam Tinworth Can local solutions fix global problems - Eco Moliterno thinks so, and he gave five disparate examples to the attendees of NEXT18. The Key to Video Marketing Isn’t Sizzle, it’s Psychology By Tatjana Biallas How do you reach the huge — and growing — number of online video viewers, without annoying them? It's all a matter of timing… The HomePod’s story is Apple at its product marketing best By Adam Tinworth Apple's pre-announced a smart speaker for the end of the year. On the surface, it's an Amazon Echo competitor, but that's not the story Apple will tell the wider public… prev 1 2 3 next
