China is now the world’s second-largest consumer market. But the rapid urbanisation of a population of 1.4bn customers means that the Chinese economy is moving from an investment to a consumption-driven one at a rate that its hard compute for most people outside of the country. Getting to grips with the unique nature of China as […]
Digital changed marketing and it caught the marketing industry out. Now everybody is using AI as a way to re-shape the narrative. But AI technology is not sophisticated enough yet to make the impact that everyone is predicting. Which leaves a gap in the middle that’s isn’t being managed properly.
How working in software development changed my approach to digital marketing
Most people look at the growth of digital technology and see it as a way of creating cost-effective scale . But the real development is in automated intelligence (AI) and how you generate, analyse and then use customer data. This is just one of three things that marketing people spend their lives immersed in that you might not have thought about.
Innovation & transformation, Marketing Management
There are no blueprints for a technology startup. It’s not like expanding a product line or opening a branch office. These companies are trying to create a market with no service history, little brand equity and by selling something that nobody has bought before. The kind of customer who buys a product like this, from an […]
How do you sustain competitive advantage in a world of increasing transparency, where everybody has instant access to the same data and is using the identical technologies to manipulate it? That’s the challenge facing today’s enterprise marketer. But it’s not going to be solved by applying legacy processes, it needs a fundamentally new approach. We need […]
When a company decides to start selling software as a service, it usually means that instead of paying up-front for perpetual licences, their customers start paying on a recurring subscription basis. There are a number of benefits for vendors adopting this kind of business model, it cuts delivery costs for one and enables software developers to […]
Customer experience is king! For marketing leaders in 2020, this is the truth that is shaping the path of the profession. To achieve this, top marketing teams are focused on driving integration in almost everything: campaigns, technology even previously disperate functional departments. Salesforce.com has compiled trends and insights from nearly 4,000 top marketing teams. You can download the […]
It’s too easy to think of a smartphone, a tablet or a phablet as an extension of the internet. They have fundamentally changed customer buying behaviours. Here’s three reasons why:- 1. MOBILE LINKS OFF AND ON-LINE RELATIONSHIPS IN A WAY THAT THE DESKTOP COULDN’T The smartphone is linking off and on-line in a way that the desktop […]
