The marketing industry has a productivity problem
We have never had more marketing technology, more data or more ways to reach customers. So why does generating commercial growth still feel so difficult?
Read the essayHENRY VINCENT MOSS / INSIGHTS
A different way to think about marketing.
Perspectives on commercial intelligence, marketing effectiveness, artificial intelligence and the changing relationship between agencies and their clients.
The curious economics of the agency retainer
For decades, agencies have charged clients for the resources required to produce marketing. Artificial intelligence is exposing a fundamental weakness in that arrangement.
Read the essayAI and Commercial Intelligence
The trouble with AI is that we're using it to do the wrong things faster
Artificial intelligence has given marketing an extraordinary productivity tool. The industry's first instinct has been to produce more of almost everything.
Read the essayContent is not king. Knowledge is.
The future of marketing content has less to do with publishing schedules and more to do with making an organisation's expertise useful wherever a buying decision takes place.
Read the essayThe end of the marketing workflow
For years, marketing automation has been built around deciding in advance what customers should do next. What happens when technology becomes capable of making that decision as circumstances change?
Read the essayDemand and Conversion
Your next customer is probably hiding in plain sight
Marketing departments spend enormous amounts of energy finding new audiences. Meanwhile, commercial opportunities can go unnoticed among the people already paying attention.
Read the essayYOUR NEXT CUSTOMERS
Let’s find out where your next customers are coming from.
Tell us what you’re trying to achieve and where marketing is falling short. We’ll help identify the opportunities worth pursuing.
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