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Authenticity in the Age of Trump

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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus and Growth

Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.

Accountability in Marketing - Linking Tactics to Strategy, Customer Focus and Growth

The research was conducted by The Economist Intelligence Unit (EIU) and sponsored by Xaxis. Respondents were drawn from organisations in Denmark, Finland, Germany, Italy, Norway, Spain, Sweden and the UK, spanning a broad range of sectors. The study looks at how far marketing executives have progressed in achieving accountability both for their tactical activities, such as short-term campaigns and initiatives, and for their contribution to their organisation’s overall strategic aims.

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Sufficiently efficient: 4 ways marketers achieve efficiency by doing more with less

With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? 

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Engaging the distracted customer

Businesses and consumers today rely almost exclusively on digital channels to discover and patronise their favourite brands. As attention spans continue to fracture, traditional marketing techniques are being complemented—or even replaced—by innovative, individually targeted strategies aimed at attracting, acquiring and retaining digitally connected consumers and corporate clients. Entire business models are shifting from one-time, capital-heavy transactions to recurring relationships enabled by flexible subscriptions and digitally delivered services.

Authenticity in the Age of Trump

In marketing we throw around words like authenticity, trust, and credibility as the keys to developing relationships with customers that go beyond simply selling something to someone. We hold these words up as signifiers that we have some higher purpose, some place in people’s lives that transcends the transactional. Of course, in private we know this is not really true.

What's Getting In Marketers' Way? Mainly, Themselves

The more marketers view content as a tactic rather than a strategic initiative, the greater the problem becomes.
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Lost in transcreation

When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... 

A new age of sustainable product

We have entered a new age of product. What companies sell no longer solely entails a client’s needs. It is that, and much more.

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