Here we present how the Closing the gap podcast series seeks to tackle the questions around modern consumer engagement
Digital transformation is now a matter of business survival.
To help marketers understand the impact of digital on their roles and consumer engagement, the Closing the Gap podcast series identified key ways consumer behaviour has changed as a result of digital transformation.
For example, consumers are building their own solutions, evaluating across category and negotiating price differently. This has given them the control of brand engagement, and has changed everything, from how they research products and services, to their reliance of peer-to-peer recommendations and their loyalty to brands.
From there, the podcast series sought to understand how marketers can bridge the gap between their brands and the modern customer. To do this, we explored the following seven areas:
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
