Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
Consumers are spending more time planning and researching their vacations, and they’re using multiple devices to do so. Online research typically starts 45 days before booking, with most individuals devoting 2-3 hours to research. While travelers still rely primarily on their laptops, Millennials are increasingly using their smartphones to conduct research. The most frequently requested service for which travelers turn to booking engines is the ability to book multiple travel elements (flight, lodging, excursions), followed by the ability to see all of their itinerary details in one place. Read more about simplifying the planning process for travelers.
In the beginning, there were gymnasiums. Open spaces in ancient Greece where men trained, often nude, to compete in public games. Now, there is Equinox, a gym that brings the men and women of cities’ top tax brackets under one roof and strips the gym experience of the greasiness and odor. Folks will pay almost any amount of money to achieve the level of luxury they feel suits their lifestyle. Nobody has understood this better than Equinox, which has brought the innocent gymnasium to its evolutionary peak: the E club. You can't lift with us.
Yesterday, Apple held its “Hello Again” press event at their Cupertino headquarters. It was overrun with terrible jokes and painstakingly long demos. And although the MacBook Pro is a nice innovation bump over its predecessor, it’s hard to believe Apple really needed an hour to talk about its Touch Bar and Touch ID. Even Apple’s attempts at begging customers to buy the MacBook Pro instead of the MacBook Air were embarrassing. The snoozefests can't continue.
Technology is moving forward at a breakneck pace in today’s world. New tools and innovations are emerging daily. It can be incredibly overwhelming to marketers who are trying to provide the most up-to-date experiences for their audience, but it doesn’t have to be. After looking at the rising trends across the digital landscape, it’s clear there are three major concepts that should be your focus: experiential, storytelling, and wearable tech. Go time, folks.
In an era when many consumers are actively trying to avoid advertising, marketers are increasingly searching for other ways to reach customers. That’s one of the reasons Samsung is increasingly turning to “experiential” marketing and social media. “Marketing used to be about creating a myth and telling it, and now it’s about finding a truth and sharing it,” Marc Mathieu, CMO of Samsung, says. Not just about telling but experiencing.
IBM, Cognizant, Infosys and others have been racing to hire thousands of designers who once would have taken more specialized jobs—say, at an ad agency—to team up with engineers and consultants and embed with a multiplicity of clients. Besides providing customer insights, the teams encourage constant feedback and tweak products as they're built—a process aimed at getting them out faster. It's how successful Silicon Valley startups operate but radical for the IT services industry. Products for the people.
For an arena that will soon play host to more than 17,500 fans nightly, the new Golden 1 Center doesn’t make a huge first impression – until you look at what’s underneath. A significant amount of the $255.5 million budget is going towards building what the team hopes will be the most technologically advanced sports arena ever built. So much more than a basketball court.
Though Apple’s customers remain fiercely loyal, the natives are getting restless. A growing number of people are sensing that Tim Cook’s Apple isn’t as simple as Steve’s Apple. They see complexity in expanding product lines, confusing product names, and the products themselves. Is this just perception, or is it reality? Has Apple developed a problem with simplicity? In a complicated world, simple wins.
Snapchat is developing an algorithm that will act as a gatekeeper between publishers, brands and their audiences. Users currently see all the messages from accounts they follow in chronological order, but with the new algorithm, Snapchat will act as curator of content from publishers and, especially, brands. May the best content win.
With so much technology available to make for amazing customer experiences, most companies still haven’t managed to deal with the basics. There are a few companies, take Amazon and Sephora, who are at the forefront of customer experience technology. But most customer service operations are still not savvy enough for customers to avoid the burden of the old phone call. The future of customer experiences will be far simpler – and companies need to start evolving now. Infographic: 9 predictions on the future of customer service.