Organisations need to adopt a new model to blend classic and digital marketing. This is why the Modern Marketing Model has been introduced.
Econsultancy founder Ashley Friedlein turns his attention to the world of digital, as he continues his look at the trends that will come to fruition in the marketing industry this year.
Econsultancy founder Ashley Friedlein continues his look ahead at the digital and marketing trends that will define 2017.
Econsultancy founder Ashley Friedlein kicks off his predictions for this year with the broad trends affecting brands and their industries.
Envisioning your product or service as a subscription offering might lead you to consider how you would do your market differently.
The debate about ‘digital’ tends to deny its existence as a distinct business discipline, but there is a substantial body of work to demonstrate the revolutionary thinking that makes it unique.
The ‘death’ of digital is an overblown idea that forgets we need experts in digital marketing tactics, even though they shouldn’t be separated out from the wider marketing strategy.
Ashley Friedlein, founder of Marketing Week sister title Econsultancy, reckons this is the year marketing will become personalised conversations at scale.
The digital trends and developments which I believe will shape the industry and digital marketing planning and thinking.
The chief customer officer (CCO) has seen a dramatic rise in popularity in the past two years.
I have changed my mind on the chief digital officer – it is an exciting role and one that marketers can take up.
More than anything ‘digital’ has blurred lines. That might be blurring the lines of what we used to consider typical consumer behaviours or models (for example an increased focus on behavioural segmentation and targeting rather than relying on, say, demographics), blurring the lines across physical and digital channels, blurring the lines across value and supply chains or the blurring of national boundaries and commerce.
Last week was Econsultancy’s Future of Digital Marketing event. This was the tenth year we had run it – a whole decade of digital futures that we can now look back on. Trawling through the archives of presentations and topics, what can we learn?
It is now just over two years since we published the final draft of our Modern Marketing Manifesto. At the time we were trying to articulate a kind of marketing where ‘digital’ was not separate. We identified twelve constituents of this ‘modern’ marketing each with associated tenets.
My area of expertise is digital marketing, media and ecommerce. However, whilst I remain excited by what is possible with purely digital marketing, I am most intrigued by marketing that makes intelligent, creative and effective use of a mixture of media.