Tag Archives: marketers

What 2019 has in store for marketers

American market research company Forrester revealed the macro trends to look out for in 2019. Brand Equity spoke to Forrester’s global CMO, Victor Milligan to unravel the key trends for marketers. By Amit Bapna Nike, PepsiCo and many others became buzzworthy because they took a stand. Some attempts met with fame and success, while others got a lot of flak. ... Read More »

Why empowered marketers will own the customer experience by 2020

By 2020, customer experience is expected to overtake both price and product as a key brand differentiator. A 280-character Twitter post, Instagram snap or Facebook update from a disgruntled consumer can destroy a brand’s long-built reputation and performance in an instant, so brands must deliver a consistent, connected, competitive customer experience. Those businesses that get this right are rewarded: 68% of ... Read More »

Brands are wrong to force marketers to be ‘whole-brained’, says Direct Line’s marketing boss

Marketing is continually challenged to be more data-driven and analytical while still being creative, but that doesn’t mean individuals need to take on the burden of both parts of the equation, says Mark Evans, marketing director at Direct Line Group. While he agrees marketing as a discipline must incorporate people with both left- and right-brained skills, to demand both of ... Read More »