The next era of transformation in marketing will be like no other, with technologies like machine learning (ML) and artificial intelligence (AI) playing a more prominent role than ever before. With new technologies come elevated restraints and the need for moral metrics.
Product quality and price have long been the two most persuasive factors in consumers' minds when making a purchase. It is still true that they are top of mind for many when buying from a brand, but if they are at the summit of consumer demands, other factors are continuing to climb closer up the mountain.
Brands have hit a wall when delivering new value from their current customer data. The solution is not a more expensive investment but a more expansive approach. Ankur Jain, global cloud practice lead, Merkle, shares a future-forward framework to provide greater command of customer data.
No matter your passion or industry, starting your career or making a change does not have to feel like journeying through a galaxy far, far away. Technology, connection, and employment may have evolved over the years, but a few tips inspired by Star Wars hold true when it comes to launching your career into hyperdrive.
Brands and retailers have a long history of working together, but the advent of retail media networks (RMNs) is changing the retailer-brand relationship in many ways, including how brands fund their investments in retail. The clear-cut lines between budgets are now blurred, with RMN benefits justifying funds from different areas across the brand organization.
Accurate and actionable marketing measurement is always contingent on establishing and aligning on a holistic measurement strategy. Organizations planning ahead of the curve are rapidly rethinking their own measurement frameworks to ensure they accommodate industry shifts. Failure to adapt a measurement strategy limits leaders’ vision and, by extension, the success of their business.
Scale is not something to be afraid of—it can be a big advantage. And one of the best ideas any of us can possibly dream up is to lean into our size and make full use of every creative advantage our scale provides us.
Topics: Performance Creative
Consumers today are looking for authentic, personal experiences with the brands with which they do business. While nonprofits acknowledge the importance of personalizing their constituents’ experiences, they lag the commercial market in delivery, historically relying on constituents’ emotional connections to their missions to acquire and retain them.