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The impact of corporate short-termism has been the subject of ongoing debate amongst leaders in business for over 40 years.

Aggregating your prospective buyer types into groups of segments with common needs and traits offers marketers the opportunity to better communicate the value of their products and services to each group, increasing customer acquisition and market share.

As marketers, we should always look for improvements to implement in the next campaign. That could be embracing the newest channel, understanding the latest trend, or adopting essential tools to take your marketing performance and knowledge to the next level.

Since its launch by OpenAI in November 2022, ChatGPT has dominated the tech media headlines. The multi-talented chatbot has the ability to write code, generate reports, translate content into different languages and answer a wide range of questions. Short of juggling, its reported talents know no ends, seemingly providing users with a tool to complete hour long tasks in minutes – but is it really worth the hype, or is it just a case of the emperor's new clothes?

On average, today's consumer uses more than 5 channels before making a purchase – this uptick in digital adoption has made customer journeys even more complex and nonlinear. While this shift comes with its own challenges, it does appear to benefit eCommerce: eCommerce sales saw a 27.2% increase in 2020, followed by a 14.2% increase in 2021.

TikTok has been named the fastest growing social media platform of all time, making it a phenomenon that brands can no longer ignore. With that comes uncertainty on how to navigate this new avenue of marketing.