Escape the shackles of false boundaries and start thinking about customer flows
Tom GoodwinCannes should be seen as an opportunity to think bigger and break through the lines of marketing.
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The metaverse is a naïve joke but the concept of bridging internet and reality is key
Tom GoodwinAny new technology goes through up to three stages. The metaverse is currently at stage two, if it’s to get to stage three a focus on customers and ease of use will be essential.
We need a total boardroom rethink if customers are to be better served
Tom GoodwinBoards have become detached from the reality of their customers. More outsiders willing to ask the big, awkward questions should be brought in – the voices of the future, the customer and of those who see things differently are needed.
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Big data is just a crutch for unimaginative marketers to lean on
Tom GoodwinData is often inaccurate and inefficiently managed yet marketers rely on it to guide and justify every decision, when it should be there to support human insight and intuition.
The big questions for marketers from CES
Tom GoodwinEvery year at the Consumer Electronics Show, marketers try to find the answers to pressing questions about the future. But the questions they ask are just as important.
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A cynic’s thoughts on why blockchain could change the world
Tom GoodwinOn the surface, blockchain seems to be an inelegant solution to an unknown problem, but where it shows real potential is in getting CEOs to care about improving customer experience.
It’s time for marketers to rise up and take control of product
Tom GoodwinThe products on show at CES prove marketers need to finally get in front of the making process – to use data, creativity, imagination and empathy to inform what gets to market.
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The killer questions to ask before beginning a digital transformation
Tom GoodwinWhile digitalisation is short-term fixes, digital transformation is rethinking everything to set-up businesses for future growth. To get it right, ask yourself these key questions.
The unlikely secret to direct-to-consumer success
Tom GoodwinDespite some questionable business models, we can all learn from ‘digitally native vertical brands’ but not necessarily for the reasons touted.
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Treat data like a friend down the pub not an idol to pray to
Tom GoodwinToo many marketers are asking for data that’s easy to measure and KPIs that are simple to track, rather than really listening to customers and understanding their wants and needs.
When disruption means breaking the law, how do brands respond?
Tom GoodwinStartups have disrupted global markets and big brands by spotting unregulated industries and gaps in enforcement, so established businesses have to fight back and exploit their own opportunities.
Ecommerce has been democratised – now anyone can sell anything
Tom GoodwinAnyone with a credit card and an idea can build an ecommerce businesss using low-cost global suppliers, knocking down the barriers to entry that were once brands’ greatest assets.
The future of retail is everything being shoppable
Tom GoodwinIn the second of three articles on the future of retail, Zenith USA’s head of innovation Tom Goodwin says marketers must get used to everything being a ‘shoppable layer’ of retail, placing their brand wherever sales can happen and shortening the path to purchase.
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Make shopping practical or an experience, don’t do both
Tom GoodwinRetail is becoming a world of extremes. Brands either need to remove complexity and make the process as simple as possible, or add it in to create a “delightful” experience, says Tom Goodwin, executive vice-president and head of innovation at Zenith USA.