In an era of’ always on’ consumers and with the proliferation of information today, brands wishing to stand out and be noticed require a very strategic approach to achieving this. One of the most effective ways for brands to display their capabilities in a given area is by demonstrating ‘thought leadership’. But what does this mean, and can it actually deliver tangible results?
There are so many types of marketing these days it’s almost overwhelming: online, digital, content, social media, traditional, etc. Many companies get lost in this myriad of options and forget the one type of marketing that’s truly more important than the rest: customer-centric marketing.
One of the more problematic trends I’ve noticed in the past few years has been the movement by more and more marketers to use strictly quantitative measures to evaluate and rationalize the success of a given marketing campaign.