fbpx

marketing

Is marketing’s ‘cauldron of innovation and chaos’ a ladder to success? via The Drum (source: IAB Mixx)

Randall Rothenberg, president and CEO of the IAB, described the market as “a cauldron of innovation and chaos.” Below are comments on the wave of change from four leaders in our industry:

Lars Bastholm, global chief creative officer at Google: “…marketers have an obligation to create things consumers find useful, usable and delightful – but to not bombard them with messaging or we’ll end up with a truly crazed reality. He also advised marketers to put away their business strategy books and start reading science fiction as writers of the latter are dreaming up the innovations engineers will read about and eventually build.”

Andrew Bosworth, VP of ads & business platform at Facebook: “…brands not to be bound by their identities today, but to rather see opportunity in change and glory in crisis.”

Bryan Wiener, executive chairman of 360i: “Consumer behavior will change. Platforms will rise and fall. I don’t think anyone is smart enough to understand what [platform will dominate] in six years. Marketing capabilities will emerge out of nowhere.”

Access full article from The Drum

The Rise of the Marketer

According to a report from the Economist and Marketo, 81%  of marketing executives surveyed said that they need to restructure the marketing organization to better support the business. Change is seen to occur in these areas: Read more »

Co-Branding Has Mixed Effects

Co-branding is often employed to jumpstart brand associations for a new brand. Even with positively-regarded established brands, however, the effects on the new brand are not always positive, according to a paper in the latest issue of the Journal of Consumer Research. Read more »

And Neither is Ethical Consumerism (It Just Needs Better Marketing)

While market share for sustainable brands may not always be as high as other brands, current sales are not “the best barometer for ethical sentiment”, according to an article in Harvard Business Review. “Decades of research in psychology and economics establishes that people often want something different in the short term (e.g., chocolate cake) versus the long term (e.g., being skinny). Likewise, people both want to be ethical and they want to ignore ethics.” Effective marketing can nudge consumers to ethical choices, and at the same time engage their brand loyalty.

Read more »

GDPR Consent

Edit your consent settings or view privacy policy.

Privacy policy | Settings | Close
Settings