The key trends shaping travel and hospitality marketing are around tech and how it can enhance the consumer experience.
"Direct" may be the most controversial word in marketing. Some read it as any marketing that is directly addressable to individual recipients, but, for many others, the word "direct" means "direct mail." Which brings us to Monday morning at &THEN 2016 ...
“Our machines should be nothing more than tools for extending the powers of the human beings who use them,” Thomas Watson Jr. That quote, from IBM’s founder, is on the site of IBM Watson. I’ve spent this past week admiring artificial intelligence (AI) — or “cognitive business” as IBM positions itself...
In the United States, in recent years we’ve experienced Tea Partiers, "The Big Short," Occupy Wall Street and now Trump (not a linear progression). The art of politicking to achieve overall public good — our version of democracy — seems woefully dysfunctional. Talk about angry (and ugly). Positioning a brand — authentically — as an agent for good in a world that may not appear so good is perhaps the breakthrough all of us need.
To transform an organization to customer-centricity, to provide prospects and customers with relevant content, and to achieve sustainable marketing ROI all depends on data. We all get that. It may be hard to break down data silos and create a whole customer view — to prompt smarter marketing triggers — but increasingly brands and their agency and ad tech partners are finding better ways to do just that.
As long as I’ve been in this business, privacy has been an industry priority for marketers. Just as it should be. When our entire professional lives depend on continued commercial access and application of data, the sustainability of such data depends on trust.