In the post "The dangerous promise of performance marketing and AI" I warned about over-indexing on performance marketing and AI at the expense of customer experience and brand building.
Insights and tips
Does marketing feel like gambling to you? You know exactly what you put in, but not what you'll get out? Your marketing budget keeps growing, but results remain low and unpredictable?
I have noticed throughout my marketing consultancy years that many sales and marketing professionals place their ultimate trust in quantitative metrics. And yes, click-through rates and conversion data are valuable metrics. But those data only capture the 'what' - not the complex emotional journey that led to that subscribe or purchase.
There are quite a few misconceptions about the concept of digital strategy. While exploring definitions to form my own, one element stood out: Accenture calls it the "fusion of business and technology strategies,". MIT Sloan calls it "aligning technology use with business goals." Other definitions emphasize "embedding" and "integrating" digital...
When planning interactions, we often instinctively jump straight into action. It feels productive. But without first understanding who we're engaging with, their needs, and their expectations, our efforts may miss the mark entirely. The same applies to businesses. A deeper exploration lays the foundation for better, more effective actions that...