The evolution of marketing: The client perspective

A four part series that explores the implications around the evolution of marketing, and how marketing leaders can best manage the many challenges facing them today.

Marketing is ever-changing, and the pace of change means marketers need to continually adapt and evolve. The pandemic catapulted change, media is more fragmented than ever, consumer attention is scarce, culture is splintering and we are on the dawn of web 3.0. To successfully navigate all this change, there are significant challenges that marketing needs to overcome, such as:

  • In many companies, there is a short term rather than long term horizon. In a recent ISBA study, 58% of brand owners still look at a three-month horizon for campaign measurement.
  • Changing consumer behaviour, with declining attention spans and more empowered...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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