Digital Strategy

Digital Shift Q4 2018

1. Welcome to Digital Shift Digital Shift is Econsultancy’s new trends service designed to give you the need-to-know insights into the key shifts in the digital marketing and ecommerce space. As we all know the pace of change that digital marketers face is relentless. Every day there are reams of articles, blog posts, product announcements […]

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What are anti-personas and how are they used?

Customer personas can help marketers identify their target audience, as well as the type of content or kind of service that will be of value to them.

But what about the customers you really do not want to target? These people are also known as anti-personas, or negative personas if you prefer.

WPP’s Connie Chan: Brand leaders should “adopt brand challenger strategies”

On Friday, August 17th, in Singapore, Econsultancy is hosting an afternoon event which will feature talks by some of the top marketing talent in the region.

We’re calling the event ‘Digital Divas‘ as, unlike our other events, this one will feature fresh insights exclusively from women in senior marketing positions. For those in Singapore, you can book your spot here.

Marketing science expert Astha Kalbag: “I don’t think marketers should fall in the trap of ‘proving’ ROI”

Digital Divas 2018‘ is an Econsultancy Asia-Pacific event being held in Singapore on Friday, August 17th and will feature the thought leadership of women in marketing.

For those who are able to attend, please click here to book your spot. For those who cannot attend, or are interested in finding out a bit more about it, Econsultancy has conducted short interviews with each speaker to find out their thoughts on the marketing landscape and their views on how senior marketers can progress in their careers.

NTUC Income’s Jennifer Villalobos: The definition of brand as we know it “is completely lost”

Jennifer Villalobos is a true ‘digital diva’. After a decade of leadership roles at Google, Ms. Villalobos now heads Digital Business & Strategic Partnerships at one of Asia’s largest insurance firms: NTUC Income.

For those in the Singapore region, Ms. Villalobos will be discussing some of her experiences, offering insights about the digital landscape and even giving some career advice at our upcoming event ‘Digital Divas’ on Friday, August 17th.  Click here to find out more and request your seat!

Cresco Data’s Anna Trybocka on brand leadership: “It’s not good enough these days to just make money”

On August 17th in Singapore, Econsultancy is hosting an event for client-side marketers which features talks by marketing industry leaders.

The event, ‘Digital Divas’, is slightly different from our other events in that all of the speakers are women and it aims to offer marketers a fresh perspective on the latest industry trends.  Those interested in attending can request their seat here.

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Demystifying Blockchain: Guidelines for Marketers

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 […]