Generic marketing superlatives increase distrust. A precise fact sells better than the word “premium” Words such as sustainable, clean, revolutionary or AI-powered are intended to persuade customers, but without evidence they are more likely to increase caution. More…
Marketing and sales cannot align in a single meeting. They need to define together whom they actually want to win Conflict between marketing and sales often begins before the first contact…
Company websites are no longer read only by people. Marketing must explain the offer to customers and AI systems at the same time B2B customers increasingly receive their first explanation of a problem,…
Companies are deploying AI across customer service, but survey data show costs are not falling and sometimes are rising A survey of 150 customer-service and IT leaders shows a striking gap…
Marketing teams can manage campaigns in natural language, but they must change how they check data and AI results Part of marketers’ work still consists of moving between screens, building…
If AI produces interchangeable marketing copy, the problem is often not the tool but an ill-defined brand Rewriting prompts or switching tools will not help if a company cannot…
For complex services, human help can increase conversion even among customers who prefer to research on their own first Digital self-service lets customers check price, availability and options…
A customer move is a strong buying signal, but brands often notice it only after the customer leaves Moving home forces households to reconsider internet service, insurance,…
Customers Do Not Want a More Complex Loyalty Programme but Reliable Recognition and Easier Service Companies collect more data and introduce more precise personalisation, yet…
Brands Must Measure Whether They Appear in AI Answers and Zero-Click Search Customers increasingly obtain information without visiting a company…
Marketing Must Build Customer Trust, Not Just Speed Up More Campaigns Customers receive more and more messages, but trust them less. Marketing…
Content marketing: Tips on making it more efficient Content marketing is a way of presenting your brand by offering users and…
Companies cutting marketing budgets: a good decision? The years 2020 and 2021 have brought unexpected and unprecedented changes…
