Category Archives: Marketing
The Year Of First Party Data
Sir Martin Sorrell lays out 4 lessons for marketers to succeed in a new era of advertising. After three decades of unprecedented success at WPP, Sir Martin Sorrell knows a thing or two about driving businesses toward long-term growth. At Think Platforms India 2019 — a two-part event in Delhi and Mumbai focused on successful […]
How marketers can appeal to Millennials with low-level commitments (Mumbrella)
Indulgent, opinionated, short attention spans, frequent job-hoppers. These are a few labels that have characterised Millennials. However, we’re all products of our own generations, and Millennials are no different. They’ve grown up in an era which has witnessed an unprecedented speed of change in technology and connectivity; drastically influencing consumer behaviour. Effective marketing to Millennials, […]
What do influencers want in brand relationships?
Any successful relationship is built on clear communication. It’s true in marriages. And it’s equally true in the relationship between brands and influencers. In a study published by my firm, The Abbi Agency, our research finds that social media influencers commonly cite weak communication with brands as their biggest headache — and a reason that […]
The marketer of the future must avoid analytics paralysis
The analytics era seems to finally have arrived in marketing. The question is, “Are marketers actually ready?” For example, three-quarters of brands say they are spending more on marketing technology this year, with 24% claiming to be spending significantly more, according to a recent Forrester report. It looks like marketers are finally taking this seriously. […]
The many challenges marketers face in an increasingly privacy conscious world
Data privacy is one of the most vexing issues for marketers in 2019. For many it is likely to have far-reaching consequences; that is, it will remove hitherto trusted sources of information and drivers of key insights. That’s because ongoing privacy crackdowns are shifting the ground beneath our feet and rapidly changing the game. Here’s […]
How digital behaviours relate to brand equity
Recently a client asked how various digital behaviours impact brand equity. Answering this question is challenging; not just because of the widely varying forms of digital behaviour, but because that behaviour can both influence equity and be influenced by it. Let us consider how behaviour and equity are related across a few different interactions, starting […]
