For many of us, the word 'cookie' has become a bit of a byword for peskiness, associated with annoying ads and relentless targeting. But cookies still matter on the browser-based internet - and here's why.
While the annual Gartner CMO Spend Survey digs into the budget and financial priorities of CMOs across a range of industries and geographies, it also understands the capabilities that CMOs define as vital to the delivery of their strategies - and how they define and measure success.
Influencer marketing can be one of the highest potential practices for brands - as today's socially engaged consumers expect a two-way interaction with brands across social platforms.
It is important to realise there are limits to the personalisation fantasy. Organisations will never have the levels of control that one-to-one real-time personalisation would require. But then again, would they want to?
