The Gartner Tech Growth and Innovation Conference is one of the few events where product, sales, and marketing leadership sit in the same room and talk about the same problems. For GTM teams, that convergence is the point. The sessions are dense, the vendor floor is loud, and the real value tends to surface in…
Online brand protection is the practice of monitoring, defending, and enforcing your brand’s identity across digital channels, including search results, social media, marketplaces, and paid advertising. It covers everything from trademark infringement and counterfeit listings to brand impersonation, unauthorized resellers, and competitors bidding on your brand name in paid search. Most brands treat it as…
Digital video advertising works when it is built around a clear commercial objective, the right format for the right moment in the buying experience, and an honest read of what the numbers are actually telling you. Get any one of those three things wrong and you will spend a lot of money producing content that…
The Gartner Marketing Symposium 2025 is one of the few industry events where the agenda itself tells you something useful. Strip away the keynote theatre and the vendor floor, and what remains is a reasonably accurate map of where senior marketing leaders are spending their attention, and their budget, right now. This year’s themes cluster…
Content creation strategies are the operational decisions that determine what you make, why you make it, and whether it earns attention before a single distribution dollar is spent. Most teams get this backwards: they build distribution infrastructure first and then wonder why nothing sticks. The content itself is the problem. A sound creation strategy starts…
The Gartner Data and Analytics Summit 2025 brought together data leaders, analytics practitioners, and technology buyers to work through the questions that actually matter in modern marketing measurement: what do we trust, what do we build, and what do we stop pretending is working. If you cut through the vendor noise and the keynote theatre,…
A customer feedback strategy is a structured approach to collecting, analysing, and acting on what customers tell you about their experience. The collecting part is easy. Most businesses have more feedback data than they know what to do with. The problem is almost always what happens next, or more accurately, what doesn’t happen next. Most…
A customer insight community is a dedicated group of customers, users, or prospects that a brand engages on an ongoing basis to gather qualitative and quantitative feedback, test ideas, and build a richer understanding of buying behaviour. Done well, it replaces expensive one-off research with a living feedback loop that compounds over time. Most brands…
Ethos persuasion is the use of credibility, authority, and trustworthiness to make a message more convincing. It is one of Aristotle’s three modes of persuasion, alongside logos (logic) and pathos (emotion), and in most commercial contexts it is the one that gets the least deliberate attention, despite doing much of the heaviest lifting. When a…
The new agency model is not a single structure. It is a direction: leaner, more commercially accountable, built around outcomes rather than headcount. The agencies growing right now are not the ones with the biggest teams or the broadest service lists. They are the ones that have redesigned how they operate, how they price, and…
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