Consumer Journey

The global rollout of 5G will usher in a new age of connectivity. With speeds a hundred times faster than 4G technology and significantly reduced latency, 5G will be the single biggest opportunity—and challenge—for brands in 2020. The 5G conversation up to this point has been largely led by telecom companies like AT&T, Nokia, and Huawei. Marketers have talked about the power of IoT and connected devices, the benefits for autonomous vehicles, and the new potential of AR and VR. While many of us can’t agree on what…

The internet is made of trillions of facts. And for many consumers, it’s the first port of call when it comes to finding an answer to something – whether it’s the opening times of the closest pharmacy, or the calories in a meal. But how often are they getting the correct answer? Worryingly, marketers believe that only 35% of the information about their brands online is accurate. But as consumers increasingly lean on the information they get from search to make their purchase decisions, misinformation is leading to a…

Marketers today have more of everything: more consumer touchpoints, more platforms, more data—and consequently more pressure to deliver short-term results. As a result of these converging forces, we’ve seen an appreciable swing in recent years away from established principles of brand growth and toward short-term thinking and decision-making that is counter to what will truly build a brand. For agencies, charged with the thoughtful stewardship of their clients’ brands, a shift away from proven Marketing principles and to a…

When the next edition of any given Marketing textbook publishes, direct-to-consumer brands will have written the majority of the new pages. As marketers, we’re obsessed with these disruptive players and the seeming freshness and simplicity of their consumer connections. But the differences between DTC brands and today’s legacy players aren’t nearly as night-and-day as we pretend. In painting DTC brands as something entirely new and innovative, we’ve created false distinctions between the Marketing tools that define these…

Gen Z – the generation born after 1995 – has long mystified marketers. Rumored to have low attention spans, the case may be that marketers just aren’t producing content that’s attention-grabbing enough for this portion of the population. The oldest members of this group are just graduating college and will soon join the corporate working force with expendable income to boot. Making up 25% of the population, building brand loyalty with Gen Zers is imperative to the future success of any brand In order to reach this…

In today’s Advertising market, the modus operandi is efficiency and control. Brands want control so that they can be as efficient as possible; after all, being a ‘cost-centre’ in the midst of such a challenging retail environment is no fun at all. For some, taking control of spend has involved bringing advertising in-house; 64% of marketers now have an in-house agency, up from 42% in 2008. That’s more than a 50% increase in the last decade. But, this is an absolutist debate and a total red herring. The real question isn’t…

Marketing and Advertising professionals running brands big and little around the globe are facing a similar dilemma in Consumer Journey. Mapping marketing impact and swiftly gaining insights to drive increased ROI was never easy  – several of the instruments we rely upon were developed when we were primarily marketing on a handful of television networks, a few radio stations, and in local newspapers. The challenge has only grown with the proliferation of entertainment and news options available with cable television,…

Jornaya, the fast-growing consumer journey insights platform, announced the appointment of David Yaffe to the Company's Board of Directors. Yaffe, the Chief Operating Officer at LiveRamp, an Acxiom Corporation, joined the firm through the acquisition of Arbor where Yaffe was the co-founder and CEO. Yaffe built the Arbor technology platform to help publishers and app developers better understand and monetize their data assets. Prior to Arbor, Yaffe ran the product division for Invite Media, which was…

For Many Content Marketers, Delivering Personalized and Relevant Experiences Across the Entire Customer Journey to Purchase Is Not Easy as It Looks Valentine's Day is here... and we have a Cupid from OneSpot sharing his insights on the state of personalization in Content Marketing. To ensure that you stay committed to your Martech commitments this Valentine's Day (and in the ones to come),  Cupid talks about the lessons that every marketer should know, to achieve that 'sweet, romantic' state of 'Hyper-Personalization' in…