Marketing and Experience

Marketing and experience

Data overload and uninspired content have buried the things worth paying attention to. Relevance is what cuts through — a marketing function fuelled by data, creativity and technology, aimed at interactions that last rather than impressions that clear.

Marketing now

85%
of marketing leaders say being relevant to a customer is harder than it has ever been.
90%
of consumer-facing executives cannot react quickly when customer behaviour shifts underneath them.
73%
of people expect a company to understand what they specifically need, not what the segment needs.
44%
of company revenue now sits with the marketing leader, against roughly a tenth in the mid-2000s.

Reinvent with marketing and experience

Brand, strategy and creative
Build relevance the slow way — a clear story, made well, and told consistently enough that people come to expect it.
Marketing transformation
Rebuild the operation around continuous demand instead of a campaign calendar, with fewer handoffs between idea and air.
Data and insight
Resolve a customer to one person rather than five records, so personalisation means something beyond the right name.
B2B customer growth
Realign go-to-market around how buying groups actually decide, when half of them say internal complexity is the obstacle.
Product and service innovation
Connect what gets promised to what gets delivered, and design the experience that has to hold up after the sale.
Content at scale
Use generative tools to clear the production work, and spend the recovered time deciding what deserves making at all.