July 2020
Reimagining marketing
The human tragedy of COVID-19 has upended lives around the world and had a dramatic effect on consumer behavior. For businesses, these changes are forcing marketers to reimagine how they connect with their customers and drive growth.
Articles in this collection
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How marketing leaders can both manage the coronavirus crisis and plan for the future
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In the economic recovery from the pandemic, marketing—the link between businesses and their customers—will play a pivotal role. Planning starts now.
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An essential marketing tool in a downturn: Spend management
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Marketing spend management can play a critical role in weathering a downturn and catalyzing future growth. Here are four essentials for doing it well.
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Performance branding and how it is reinventing marketing ROI
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Data and technology can help clarify customer behavior at the earliest stages of the decision journey. Here’s how.
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Modern marketing: What it is, what it isn’t, and how to do it
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To drive growth in the digital age, marketing needs to modernize a specific set of capabilities and mindsets.
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The future of brand strategy: It’s time to ‘go electric’
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Data shows that as choices and channels increase, brand trustworthiness is more important to consumers than ever.
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Preparing for loyalty’s next frontier: Ecosystems
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As digital marketing expands consumers’ choices, companies are learning to drive customer loyalty—and growth—by pooling data within an ecosystem of brands.
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Rapid Revenue Recovery: A road map for post-COVID-19 growth
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Speed, agility, and a new understanding of customer values are the keys to navigating the next normal.