Culture

Change Management for Marketers Best Practice Guide

1.  Introduction This report is designed to provide marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics. It is written for senior and mid-level marketers who want to understand how to navigate change within their own teams or the most […]

Trust, Transparency and Brand Safety

Short Guide to Trust, Transparency and Brand Safety

Introduction In recent years, trust among the general population has taken a hit. The rise of fake news, along with high-profile data breaches and some inappropriately placed programmatic ads have eroded the trust that people and organisations have in the businesses they work with. In 2017, marketing consultancy firm Edelman confirmed this sentiment, declaring in […]

How top-performing digital companies use “product thinking” to succeed [Stats]

In order for companies to succeed in the age of digital transformation, it is not only critical to be able to design, build and maintain digital tools and platforms, but also to support those tools with the right way of thinking.

Some businesses are achieving this by combining product development techniques from the world of software development with a start-up mindset, an approach known as “product thinking”.

Attitudes to predictive marketing changing, but silos & skills still pose challenge

Predictive marketing has grown in maturity over the past couple of years, with many more organisations recognising the benefits of using data to predict how customers might behave in future.

Econsultancy’s ‘Embracing Predictive Marketing’ report, the third in this series, suggests that there has been significant progress made within organisations, largely due to a shift in attitude towards building a data-driven culture. 

Trust, Transparency and Brand Safety

Trust, Transparency and Brand Safety

1. Introduction 1.1. Executive summary Trust is seen as a crucial element of brand success. With increasing disruption and competition across all sectors, trust becomes even more important for brands to focus their efforts on.  Last year, fake news was a highly contentious issue and it raised concerns about where a brand’s content was appearing. […]