Tag: innovation strategy

Think less digital transformation, more digital optimisation

Post author By Tomas Salfischberger
Post date 24th May 2018

digital optimisation digital marketing barrier

Organisations are aiming to futureproof and broaden their own technology landscape– but they should avoid focusing on innovation for innovation’s sake, says Tomas Salfischberger. When it comes to marketing technology, make the most of what you’ve got – deploy digital optimisation instead of re-engineering the entire process. Focus on software that can be integrated into mission critical systems to make sure you are getting the most out of your data; streamlining the customer journey and delivering truly personalised experiences. Here’s how:

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Tags AI, Artificial Intelligence, augmented reality, customer loyalty, data management, digital marketing, digital transformation, innovation, innovation strategy, machine learning, marketing strategy, marketing technology, Marriott Hotels, martech, personalisation, virtual reality, VR

Global Insight Strategy and Management

The 2nd wave of digital disruption for retail

Post author By Craig Hanna
Post date 21st May 2018

Retailers are facing another wave of disruption triggered by digital technologies. Find out which retailers are leading the way and why, if you haven’t already, you need to start including them in your plans.

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Tags augmented reality, Big data, chatbots, customer experience management, data innovation, disruption, e-retailing, innovation, innovation strategy, Internet of Things, internet trends, IoT, machine learning, marketing technology, online retail, personalisation, retail, virtual reality, wearables

Europe Global Insight Strategy and Management UK

Biggest digital marketing barrier ‘is still internal cultural resistance’

Post author By Sylvia Jensen
Post date 25th April 2018

Company ethos is holding back an effective digital strategy, new research from Acquia has shown. Half of the heads of digital polled claim they lack support from team members and those in other departments and 37% say even their own boards are adding to this digital marketing barrier. So how can they move on from the ‘old way of doing things’ to drive their businesses more effectively? Certainly, they need to jump on modern trends like personalisation and multi-channel marketing by learning about their website visitors – and they should keep content up to date so they can generate more engagement and thus more revenue. Sylvia Jensen has more detailed advice:

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Tags digital marketing, digital transformation, innovation, innovation strategy, marketing strategy

Data Innovation Global Insight UK

The entrepreneurial venture: why your business plan probably won’t deliver

Post author By John Mullins
Post date 16th February 2018

marketing ROI start-ups data, entrepreneurial venture

Nearly one in 18 adults in the UK – and one in ten in the USA – are actively pursuing entrepreneurial dreams, but for most those dreams remain just that. Are you looking to launch a start-up . . . to make your entrepreneurial venture a reality? John Mullins is the voice of experience and has advice on how to make the most of opportunity to deliver results.

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Tags Budgetplaces, business growth, Google, innovation strategy, marketing campaigns, start-up, start-ups

Americas Global Insight Strategy and Management USA

The macro and the micro – comparing marketing predictions from a major analyst with practitioners’ plans

Post author By Robert Howells
Post date 29th January 2018

comparing marketing predictions, ideal customer journey, maximum basket revenue Marketing strategy article

Are marketers equipped and resourced to deal with major challenges ahead? How will the marketing landscape pan out this year? What’s at the top of a marketer’s wishlist for 2018? What did they get right last year and can build on in the months ahead? Robert Howells checks out the major annual research report from Winterberry (hindsight and predictions) and compares it with comments from Marketo’s community of marketing practitioners. Here’s what he found:

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Tags AI, Artificial Intelligence, data analysis, innovation strategy, marketing automation, marketing strategy, martech, personalisation

Americas Canada Global Insight Strategy and Management

Branding, innovation and the ‘age of disruption’: the challenge of change

Post author By Scott Stratten
Post date 17th January 2018

Digital innovation has led to countless changes in our modern world but, sometimes, accepting the challenge of change can be difficult. Authors Alison and Scott Stratten warn entrepreneurs and marketers not to be over-enthusiastic when it comes to harnessing the latest technology, because not everyone is quite ready to wholeheartedly embrace this ‘age of disruption’. The Strattens’ message is to look before you leap: analyse your data carefully, focus on loyalty and know your market first.

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Tags branding, customer experience management, innovation strategy

Europe Global Insight Strategy and Management UK

Changing role of chief marketing officer – who is the CMO of the future?

Post author By Jamie Matthews
Post date 22nd November 2017

The modern CMO must shine in an ever-changing and increasingly challenging workplace, in a role that is in a constant state of flux. Essentially, it’s because of Big Data – customer expectations and technological innovation are combining to pile the pressure on marketers to showcase skills that were never required of them just a few years ago. How do they feel and how do they cope? Jamie Matthews shares some expertise and some survival tips:

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Tags Big data, chief marketing officer, customer experience, customer loyalty, data innovation, digital transformation, innovation, innovation strategy, ROI, social media, VR

Europe Global Insight Strategy and Management UK

Marketing is everyone’s job – from inspired leaders to cleaners

Post author By Kevin Gaskell
Post date 20th September 2017

If employees think that marketing is a job done only in one department, the company is heading for trouble, says former Porsche MD Kevin Gaskell, who believes that everything the customer touches relates to marketing and needs to be done well. He says ‘inspired leaders’ recognise the importance of every single interaction and build that idea into the business.

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Tags brand advocates, branding, customer experience, customer experience management, innovation, innovation strategy, marketing strategy

Europe Insight Strategy and Management UK

Marketing in the era of The Breathless Business

Post author By Sally Hooton
Post date 17th March 2017

Working nine-to-five but playing catch-up 24/7. That seems to be the lot of the stressed, overworked modern marketer, research reveals. They are sleepless and, this year, even more stressed in the era of the breathless business. Are you running to keep up? How can you ever slow down? Find out here:

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Tags innovation strategy

Americas Europe Global Insight Netherlands Strategy and Management UK USA

Put innovation at the top of your business agenda

Post author By Sally Hooton
Post date 27th February 2017

Entrepreneur Ian Hughes says businesses use many words when they talk about innovation and inspiring a successful culture of change within an organisation – agility, process, control, context. But the nub is all about finding a balance.

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Tags innovation, innovation strategy