A new age of advertising nirvana is too optimistic

The total market value of a basket of a dozen firms that depend on ad revenue, or are devising their strategies around a growing online ad market which has risen by 126% to $2.1trn over the past five years. The part of the economy that is ad-centric has become systemically important, with a market value that is larger than the banking industry.

Continue reading

Digital rewards first movers

In the past, when companies witnessed rising levels of uncertainty and volatility in their industry, a perfectly rational strategic response was to observe for a little while, letting others incur the costs of experimentation and then moving as the dust settled. Such an approach represented a bet on the company’s ability to “outexecute” competitors. In digital scrums, though, it is first movers and very fast followers that gain a huge advantage over their competitors. The reward? Three-year revenue growth (of over 12 percent), twice that of companies playing it safe with average reactions to digital competition.

Continue reading

10 steps to developing a great digital marketing strategy

The truth is that today brands and marketing people dont’ spend enough time on their digital marketing to ensure a great ROI but the problem is deeper than that.  Too many people have been sold on the fairy tale that you need a great digital marketing presence to really drive conversion.  That’s just not true for a lot of product categories.  So how much should you invest in digital marketing and what can you do to ensure your digital marketing adds substantial value to you and your customers ?  Here are some of the steps…
Continue reading

Consumers agree that technology has significantly changed their brand expectations

Via Forbes “according to a recent state of the industry report released by Salesforce, 58% of consumers agree that technology has significantly changed their expectations of how companies should interact with them. If companies want customer satisfaction, the customer, and a keen understanding of their needs and wants, has to drive their strategy”. Continue reading