No matter how much we know about a consumer, if they are not ready to buy they are not of true value to a brand. Sirdata’s Harvey Sarjant reveals what it takes to build a database of ‘high intenders’.
Too many leaders shy away from social because they see it as 'kid stuff' or a time suck that has no place in their already-too-busy days - but social is a crucial element of branding, content marketing, and meaningful content distribution.
2017 has seen a systemic change in influencer marketing. Across the board rising investment, globally scaled programmes, increasing strategic value and rising legal constraints are changing the nature of the role of the Chief Influencer Officer. The three main areas of attention emerging in 2018 that will dominate their agenda in years to come: Influencer Experience, Attribution and Compliance.
An integral part of any business is technology, but whether it is owned or outsourced, it is still a significant investment to make. Brands don’t just need a vendor, but a solution provider that delivers clear costing, controlled processes and the necessary training support. In this article, Robert Berkeley, President of the global creative partner Express KCS, discusses the types of expenses incurred for in-house technology and how it can become more of a burden to brands, rather than remaining transparent and in control.