The CMO’s role continues to adapt and evolve. While crafting a compelling story out of a brand’s narrative remains the goal, the method has changed, from creative to numbers-focused. This changing focus has long been the fulcrum on which the value the CMO brings to the leadership team, as well as the wider value of marketing to the business as a whole.

A new report from The CMO Club, alongside Deloitte, has...

The primary goal of any eCommerce website is to attract as many visitors as possible, and keep them coming for more. As a result, most online stores tend to include various functionalities and features.

What the majority of eCommerce stores forget, however, is that their potential customers also include a large number of people with disabilities.

Web accessibility often takes a...

Forward planning for brands and marketers is never an easy proposition and the task is getting more complex year after year. Technology has advanced faster in the last 50 years than all the preceding years of human history put together. This is predicted to happen again in the next 25 years.

In this environment, we need to be able to identify the right technology to invest in and that’s where macro analysis comes in. We...

2020 will see the rise of experience as a differentiator. Gartner predicts 81% of all purchases in 2020 will be based on customer experience and this is largely due to the boom of eCommerce. Today, logistical issues of shopping such as lengthy queues, limited opening hours and heavy bags have seemingly vanished.

Shoppers are armed with extensive product and...

Market research and marketing research are not the same, yet many marketers use the terms interchangeably. Both are important components in marketing efforts and sound similar, but they are inherently different.

The distinction between these types of research is when each occurs. Business owners and marketing leaders conduct market research during the earliest phases of product or business model development. Marketing research, on the other hand, happens later.

Social media is intrinsic to our daily lives, on average we spend nearly 200 minutes per day scrolling through news feeds, posting photos, liking comments and sharing our experiences. As we shift to look at the...

In recent years we’ve experienced a great shift in the way in which businesses are engaging with their customers. Giants of the gig economy, like Airbnb and Uber, have created highly potent customer engagement mechanisms right at the very heart of their operations. Today, because of this, UK consumers have come to expect contextualised, seamless and highly relevant communications.

Whether ordering food, looking for...

Though 80% of senior decision makers in the UK rate their customer service as ‘excellent’, their customers aren’t feeling quite the same. Our report ‘The Good, The Bot and The Customer Experience’ found there is a significant disconnect between what customers expect and what brands think they are...

Even though Robert Burns wrote the line “the best-laid schemes o’ mice a’ men/gang aft agley” more than 200 years ago, it still resonates. In the age of artificial intelligence (AI), many brands are learning this the hard way as a new generation of algorithm hackers subvert their use of cognitive technologies.

AI is...

Opinion 2020 is shaping up to be the year of people-based identity. Marketers are becoming increasingly engaged with trying to understand what this means to them, and how they should be incorporating a notion of identity into their business strategy. Across conferences this year, we’ve noticed heightened engagement from significant, game-changing brands - talking about identity on stage and running people-based marketing campaigns.