Ad hoc use of genAI won’t deliver strategic benefits
Ben DavisMarketers and sales execs blithely experimenting with genAI risk repeating CRM mistakes of the past, where companies lost potentially valuable data capture opportunities.
Ben Davis
Will GenAI be a timesaver or will it frazzle marketers at scale?
Ben DavisMarketers see GenAI as a productivity aid, but in reality that means more work in the same time, not the same in less.
The growing pains of retail media: Dodging ROAS gremlins
Ben DavisRetail media is growing fast but there are watchouts brands must be aware of before jumping in full steam.
The changing landscape of connected TV
Ben DavisWhat are the latest developments in the worlds of streaming and CTV, in the context of the longer-term decline in broadcast TV viewership?
In this new multichannel world, SEO is not just for enthusiasts
Ben DavisThe strategic importance of search is clearer than ever, and shows how digital and classical marketing have further converged during the pandemic.
Omnichannel retail isn’t new, but balancing channels is more important than ever
Ben DavisEven before the rise of ecommerce, customers could reserve stock in one store at the till of another. Now the key to retail success is making it easy to access the right channel at the right time – and having a product worth buying.
The pandemic has upped the ante for online merchandising
Ben DavisOnline retailers need to balance a simple user experience with sufficient product inventory, reacting to trends accelerated by Covid.
Success in ecommerce requires a strong brand, not just a smooth experience
Ben DavisCustomer experience is important, but the problem for high street retailers rushing to ecommerce may be higher up the funnel.
Personalisation isn’t about bells and whistles
Ben DavisCompanies need to focus on being useful and offering great service first, otherwise bells and whistles seem just that.
Content design breeds user confidence
Ben DavisJust as consumer confidence is so important at the moment, digital services need to breed user confidence. That’s where content design plays a role.
The future of AI in marketing
Ben DavisHow is AI being utilised in marketing? How might it be used in the near future? And what does this mean for marketers?
User experience alone doesn’t make a brand
Ben DavisImproving digital business models is an imperative, but multichannel retailers should recognise that good user experience alone is not a marketing strategy.