If you take a look at most marketing publications, the focus is on the latest and greatest marketing technology, the use of big data, and all the software, productivity, and organizational solutions you need to find and retain the best marketing force possible.
Technology continues to evolve at a steady pace. It's no secret that modern technology has, in many ways, shaped how businesses and companies promote themselves, as well as their products or services to their target audience.
We tend to forget that the success of online stores doesn’t depend only on online marketing methods. Of course, the modern business world is almost entirely digitalised and customers are increasingly purchasing products online, however, we cannot ignore the influence offline marketing has on online businesses.
Image recognition is going to be used on a large scale across sectors, changing the way we classify and search for visual information.
Marketing a small business may seem to be a daunting, expensive task. But it doesn’t have to be so. These expert marketing tips specifically for small business owners offer proven strategies you can apply immediately to start reaching out to your customers.
If there’s one mistake that marketers keep repeating, it is treating their customer base as a demographic instead of as a group of individuals. With this in mind, it comes as no surprise that personalizing your message increases your engagement rate while personalizing your brand as a whole tends to give your customer loyalty a boost.
In 2010, the Gillette brand, which is owned by Proctor and Gamble, held 70% of the U.S. market for razors. It boasted continuous innovation in product design, and enjoyed a gross margin of around 60%. Its market share has now slid to around 50%. It has suffered at the hands of two start-up companies, which went direct to consumer (DTC). They are Harry’s and Dollar Shave Club.
The success of an organization's idea management program is at the mercy of its supporters - the employees. The innovation team and top management must effectively communicate their goals to employees so they understand what's expected of them and feel confident that their ideas will be taken seriously. Enno Scholz walks us through this communication process.
The growing popularity of consumer-created ads has created a market for co-creation intermediaries. Gaurav Bhalla takes a closer look...