Idc

Digital Marketing

8 things you need to know about AI in marketing right now

Artificial intelligence (AI) is THE buzzword of 2017, and is quickly reaching the dizzying heights of ‘cloud computing’ and ‘big data’. And like the game-changing technologies that have preceded it, AI’s implications on marketing are extensive.

Leadership

The rise of marketing-as-a-service for CMOs

Too many CMOs haven’t invested enough in platform-based marketing technology systems and resources to meet and drive customer expectations, according to IDC. But making that leap into marketing technology doesn’t have to mean owning the infrastructure yourself.

Leadership

Content, data and integration should top list for CMOs

CMOs must start embracing a systems-based marketing approach and invest in content and data excellence if they’re to transform their organisations to meet the buying cycle of today’s customer, IDC’s lead CMO analyst claims.

Digital Marketing

Big Data hype still here, but maturity beckons

Few tech industry buzzwords have gotten as vigorous a workout as "big data," but while the hype remains plentiful, it is starting to give way to real-life successes as well as formal ways companies can develop big data strategies, according to a number of IDC analysts.

Digital Marketing

Big Data is a solution looking for a problem: Gartner

Big Data is forecast to drive $34 billion of IT spending in 2013 and create 4.4 million IT jobs by 2015, but it is currently still a solution looking for a problem, according to analyst firm Gartner.

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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