Marketing

Marketers need not become technologists. I do think they need to become technologically fluent. In the decade where technology has ruled the highest, it seems like 'marketers' and 'technologists' are spoken in the same breath. You need to understand enough to know about AI, to know what it can do, where it can fail, and what it could change about your customer experience. Not become a data engineer, but understand enough about data to know what your personalisation strategy

Photo by Andrés on Unsplash For as far as I can remember, as marketers, we used to obsess over: - What should we say? - Which channel should we use? - How often should we repeat it? With the creator economy setting in, there is a shift towards how brands are building influence. Now we are increasingly seeing another question evolving: - Who is saying it? Kantar's latest research found that when YouTube creator ads were combined with brand advertising: - Long-term brand equity