The first thing that struck me about Denise Kadilak’s talk at Content Marketing World was the title: How to Document and Architect Your Content Strategy. We hear over and over that a content strategy must be documented … but architected? What does it mean to architect a content strategy? Why and how do we do …

The rise of artificial intelligence poses a threat to marketers’ roles as we know them today, but rather than be wiped out entirely those that act now will discover unexplored opportunities. Machines are coming for your jobs. While this may conjure up Terminator-esque scenes of red eyed, human shaped, robots pushing you out of your office chair the reality …

A lot has been made about the gap between how millennials and their elders perceive advertising. However, according to new data from Kantar Millward Brown, there are more similarities than you might expect. Having surveyed 23,000 consumers across 39 different countries, the research monitored advertising perceptions among Generation X; the baby boomers born between the …

De kijktijd in de doelgroep 20-49 is in twee jaar met 15 procent gedaald. Dat blijkt uit cijfers van GroupM over 2016 in vergelijking met het jaar ervoor. GroupM constateert dat de daling van de kijktijd sinds april 2015 is ingezet. Met uitzondering van de evenementmaanden juni en augustus is er in elke maand sprake geweest …

Gen Z consumers may be more focused on digital media consumption than their elders, but new research indicates they are consistently more positive about traditional media ad formats than standard digital alternatives. This finding is contained in the latest AdReaction study from Kantar Millward Brown, AdReaction: Engaging Gen X, Y and Z, based on surveys …

Binnen vijf jaar kunnen smartphones op basis van wat we zeggen of schrijven bepalen hoe onze mentale gezondheid ervoor staat. Dat is één van de technologietrends die IBM in de jaarlijkse ‘IBM 5 in 5’ onthult, een lijst van vijf innovaties die de komende jaren de manier waarop mensen werken, leven en met elkaar omgaan …

Brand strategy needs “rebooting” for the digital age, according to an industry figure whose research indicates the discipline is being neglected by senior marketers trying to keep abreast of the latest digital developments. Writing in the current issue of Market Leader, David Taylor, founder of the brandgym network of marketing coaches, notes the growing importance …

Online shopping has now reached a decade of maturity. We all use services like Amazon Subscribe & Save—and we do so through our phones, following advertisements we see on Facebook. Yet while the internet forever changed shopping, the physical retail environment lagged behind. That is until recently. In 2016, we saw some of the first …

Salesforce CMO Guillaume Roques is the first to admit that 2016 has been a turbulent year for marketers. Even though events such as Brexit and Trump’s election victory have brought about political and economic uncertainty, he remains optimistic about the future. “When you have turbulence you have to rethink your strategy and refocus, and that’s …