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1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]
Marketers have had just about enough of millennials. Who they are, what they care about and how to reach them has been covered to death. So, who’s next?
1. Introduction Powerful technological forces are impacting the marketing profession and the companies and industries where marketers work. Econsultancy identifies, analyses and writes about many of these forces; ubiquitous connectivity[1], artificial intelligence[2] and the Internet of Things[3] to name a few. The same technologies are also enabling new and agile innovators to launch digitally enabled […]
Customer lifetime value, or CLV, is a marketing metric that predicts the total worth of a customer to a business over the course of their entire relationship. In other words, how much money you or I might spend on ASOS or Amazon throughout our lives.
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