En una frase...
Com defineixes el màrqueting efectiu?
If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.
Quines tendències de màrqueting us entusiasmen ara?
In professional services we are forced to be ahead of practice, AND to slow down those aspects of it that dilute thinking and action. Marketing is entangled in common sense, which reflects fashionable idiosyncrasies, emergency solutions and premeditated “smartness.” Therefore, the anti-trend I’m most excited about right now is a return to “fundamentals.”
Com impulsa la creativitat l'eficàcia?
Creativity drives effectiveness when it meets business goals and drives sustainable impact over time.
Quin és el major obstacle per a l'eficàcia del màrqueting?
Competence gaps and lack of marketing expertise (something common in our discipline) are the biggest roadblocks to marketing effectiveness.
Com espereu que sigui el màrqueting en els propers cinc anys?
It has moved more to evidence-based marketing effectiveness processes. The budget is often as big as capex but has none of the rigour. This has to change.
Bo was a 2022 Effie Awards Denmark jutge. Vegeu més funcions d'In One Sentence.
