June, 2015

The Role of Social Media and Content in Marketing: Conversation is King

The Role of Social Media and Content in Marketing: Conversation is King

The role of marketing is to put buyers together with sellers. In the ideal, theoretical scenario marketing is not required to grow a business. A buyer expresses a need and is immediately matched with the right seller ready to fulfill the need. Or a seller presents an offering to a buyer right at the moment […]

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Why brands must be responsive and transparent in the age of the connected shopper

Why brands must be responsive and transparent in the age of the connected shopper

Co-authored with Andy Favell and Paul Berney. A responsive brand reacts quickly to consumer demand – not just supplying what the company thinks shoppers need, but providing what customers actually tell the company they want. A transparent brand is not afraid of maintaining an open and honest relationship with its customers. Armed with a smartphone, […]

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Consumer Attitudes to Privacy, Permission, and Personalization

Consumer Attitudes to Privacy, Permission, and Personalization

Almost half of consumers will share personal details and opt-in to receive relevant, targeted, personalized communication and information from companies they trust, as long as it is clear why it is in their benefit to do so. The majority of consumers who receive personalized communication and information are satisfied or very satisfied with the experience. […]

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