Marketing Strategy

Stephanie Webster argues that the real advantage of marketing isn’t the latest tools but the ability to build trust, adapt strategy, and make bold calls.

CMOs are burning out not from doing too little, but from doing too much without direction. Brand strategist Andrej Persolja unpacks why clarity, not complexity, will define the next era of marketing leadership, and why the best CMOs will start thinking more like investors than executors.

In an industry obsessed with growth hacks and shiny stacks, marketers are now losing nearly a month each year just troubleshooting tools. Creativity is being sidelined. Morale is dropping. Strategy is on hold.

The average consumer is signed up to 16 loyalty programs, says Rachel Lynch, VP Marketing, Talon.One. For your brand to win its share of spend, you need to actively stand out and influence consumer behaviour.

Ramadan brings a surge in sales, but how can brands retain customers after the festive season? Discover data-driven strategies from Gameball and Braze to transform short-term shoppers into long-term loyal customers.

Automation in paid media offers efficiency and scalability, but over-reliance on AI-driven ad platforms can lead to hidden costs, lack of transparency, and reduced strategic control. Are marketers sacrificing long-term strategy for short-term convenience?

Explore five overlooked myths, from data biases to brand identity risks, and discover how businesses can strike the right balance.

MARKETING IN UNCERTAIN TIMES: Hitesh Singh, Global Growth Marketing Lead at Singapore-based BandLab Technologies advises marketers to look at dialling back vanity metrics that look impressive but don't directly impact growth.

Exploring the 3W1H of measuring branding campaigns and discussing why, what, who and how you should measure your campaigns to achieve your business objectives.   Measuring the effectiveness of branding campaigns is essential to the success of any marketing strategy. It helps businesses identify what’s working and what’s not and make data-driven decisions that optimise their […]

While interest in B2B influencer marketing continues to gain momentum, many brands find themselves still lacking a plan. Challenged by the pandemic, inflation and economic uncertainty, B2B marketers are pressed more than ever to attract, engage and retain customers. To become more relevant in a crowded marketplace, marketers have turned to influencer marketing. Despite growing […]