The idea of designing creative advertising banners, captivating headlines, and trying to receive as many likes as possible for social media postings is increasingly giving way to a tough, data-driven mentality in marketing. “If you can't measure it, you can't improve it”, the management guru Peter Drucker once said. And indeed, the shift in the customer journey and the associated development towards digital marketing channels brought with it a decisive factor – measurability! Marketing has changed, and it will continue to change, but what does that mean for required job skills in marketing?

Consumers’ online shopping habits, purchasing behaviors, and expectations have all changed since the onset of the pandemic. With the heightened health and safety expectations, e-commerce is becoming the default choice for shopping.

According to Kantar’s recently published media reactions report, marketers plan to increase their spending in online video ads, social media newsfeed ads, brand effectiveness research and digital behavioral measurement. This has led brands across APAC dealing with more discerning, divisive, and digitalized consumers in a more fragmented media and ecommerce ecosystem.

Every company that wants to get a foot into the market needs unique selling points to assert itself against competitors. This includes excellent products and effective sales channels so that marketing can also be precisely implemented. In addition, successful companies are characterized by the use of intelligent marketing tools and a sophisticated marketing strategy. Over time, however, other market participants will catch up, so that a strategic realignment is often necessary to secure and expand the market position.

Signalize, powered by etracker, is one of the first providers worldwide to deliver a solution for push notifications across all channels: website, app, and wallet push.

Twitter, together with K-pop Radar, analyzed K-pop stars' use of Twitter for the first time and found it to be a critical tool for artists as they built global audiences, as the fourth generation of K-pop stars actively communicates with global fans on Twitter.

What the lead singer of the British rock band Queen once screamed to his audience is demanded from consumers nonstop from marketers, namely immediate gratification, and quick solutions.

The catchy song written by Brian May and performed by the charismatic Freddy, repeats “I want it all, and I want it now!” again and again in the song from 1989. Maybe it is not a coincidence that the same year the British scientist Tim Berners-Lee invented the World Wide Web, who knows. But what is for sure is that we came a long way since then considering technological advances.

The mobile data and analytics company App Annie launched earlier this year App Annie Pulse app that has been designed to put data-driven insights in the hands of busy executives, whose time is of the essence.

There is no question that with the outbreak of the global pandemic, a lot has changed in marketing as reflected in consumer behavior, including the introduction of digital offerings. This has led many experts to question how customer engagement will evolve in 2021. Well, the following trend forecast can be helpful to answer this question:

The past few months have had a significant impact on economic development and people's behavior. Still, the exact extent of the devastating effects of the global crisis cannot be foreseen. Social distancing and enacted business closings during the lockdowns have forced retailers to break new ground. Brick-and-mortar shops had to try absorbing the losses with new models – with mixed success since many of these retailers just started out.

The spread of voice assistants, such as Google Assistant or Amazon Alexa, heralds a new evolutionary stage for user interfaces.

Short, easy to remember, and unambiguous spelling had been the three golden rules for choosing a domain so far. Thanks to smart speakers like Alexa, Siri & Co, voice-based online search is on the rise and changing the success criteria for URLs and domain names.

IBM announces advances in artificial intelligence (AI), hybrid cloud, and quantum computing at its Think conference. The innovations highlight IBM's role in helping its clients and partners accelerate their digital transformations, return to work smarter, and build strategic ecosystems that can drive better business outcomes.

Most companies have nowadays a brand ambassador, also known as corporate influencer, because as soon as employees are recognizable as members of the company, everything they say or do also reflects on the brand. This applies regardless of whether these people are aware of their own role or not, whether there is a corporate influencer strategy in the company or not.