“CMOs have a choice, embrace the future or cling to the past. To succeed today, they have to abandon mass-media thinking, and resist the urge to squander their budgets on trivial advertising or paid media.”
via Digital Polymath
“Only 48% of the communications collateral used by companies to influence stakeholder perceptions is easy to process. The majority is complex, containing too much extraneous information. Leaders must eliminate the nonessential and remove clutter so that messages are concise and easy to digest.”
“The nebulous realm of political advertising, issue advertising and microtargeting on digital platforms has sparked outrage and debate among industry leaders, political campaigners and citizens as to what needs to change in order to combat disinformation.”
Mobile’s share in U.S. online retail and travel commerce will increase from 36% in 2018 to 45% in 2024, according to Forrester. Retailers are investing in smoothing the checkout process to encourage more consumers to complete their purchase on their smartphone.
While trust in brands has dwindled, B2B buyers hold those same brands’ employees in high regard as authentic and compelling sources of information. They want to engage with them. However, buyers don’t trust paid ‘influencer’ shills — they’re not credible.