Please see below selected pre-2016 intelligence about marketing and communication. These headlines represent an objective "outside-in" synthesis of major recent developments at competitors, business schools, thinktanks, media, commentators, and other key influencers.
- In Global Marketing 2.0: A Richer, More Connected World, Percolate claimed to have brought together some of the sharpest minds in business, academia, and technology to explore what it means to be living in a world that is getting richer, more connected, and increasingly run on software. For marketers, this means listening closely to emerging markets and understanding the consumers within them, whether that’s achieved by investing in local expertise or a mobile-first mentality when building software.
- Unified marketing impact analytics (UMIA) promises to apportion credit to all marketing activities, claimed Forrester. Marketers, under pressure to be more accountable for the financial returns of their efforts, embrace this technique, but they often find it difficult to persuade management to make what can be a significant upfront investment. Forrester aims to help customer insights professionals build the business case for UMIA by benchmarking the return on investment (ROI) it provides and outlining the costs, benefits, and risks involved to ensure a successful implementation.