At a time of year when U.S. retailers should be riding the annual wave of back-to-school spending and gearing up for the bonanza of the ever-expanding holiday season, they are instead gloomily explaining continued lackluster results to Wall Street. Something has gone missing in American commerce. The passion for outsize consumption that helped drive the world’s largest economy for decades—one nation, indivisibly united by an addiction to malls, supercenters, and retail therapy—appears to have waned. After years of slow to stagnant growth, some experts worry that the entire retail sector is now shifting into a fundamental decline. Could the long American love affair with shopping finally be on the rocks?
CRMC Newsletter Feature Stories – 2014
A lot can happen in five years, especially in the marketing industry. A Greek philosopher said, “The only thing that is constant is change,” and nowhere is this timeless nugget of wisdom more relevant than in digital marketing. Change comes with the territory—- having to constantly adapt while navigating uncertain waters and attempting to predict what’s to come. It’s this sweeping consciousness of change that forces marketing professionals to constantly seek out a foothold on the future. But this article isn’t about the future; it’s about the past.
So many brands get it so wrong. There have been some pretty misguided messages sent to women recently. How can the leaders of companies with so many women customers be so out of touch with how to market to them? Is there a secret formula for striking the right note with female customers? Do you need women in the executive suite to get it just right, or can male executives strike a chord with women? To find out, we asked the leaders of eight companies that have one thing in common—their users, consumers, or customers are a majority female—how they get it right.
Sometimes labeled chief marketing technology officers (CMTO), and affectionately referred to as unicorns because they are so difficult to find, these are the individuals who help equip organizations with the tools of modern marketing needed to engage today’s always-on customers. They are the bridge builders between CMOs and CIOs and the Sherpas for brand marketers who need help navigating the digital world. And they are becoming invaluable assets to any marketing team.
Now that we’ve accepted the idea of the IoT, researchers are starting to look at when, where, how, why and who will use it. Recent research shows that retailers are leading the charge to the IoT in the quest for better customer experiences. Specifically, they are using it to pull consumers into one of their channels, where they will entice them with products that have been contextualized and personalized for the customers’ gratification. Of course, theory and practice are two different things and the reality of customer experiences once the IoT has reached maturity will probably be considerably different.