The speed and severity of change in all industries across the globe is unprecedented. We have seen more change in the last three years than we have the last 30.
In turn, the purpose of business is also evolving due to ever-changing customer expectations. The customer experience (CX) is now even more important than the products themselves, driving brands to rethink where they invest and expend resources. Rather than differentiating through just products or services, brands now need to deliver an ecosystem of value to their customers. Vast change is upon us, and marketing will serve as the main catalyst for this change.
The most successful companies today are retooling through new organizational structure, expertise requirements, data mining and analytics, technology, and automation. The new role of marketing is at the forefront of these sustainable, profitable companies.
Marketing’s new role is no longer behind the scenes but rather operating on the front line — more deeply understanding the customer and distributing that knowledge back to the business as a whole. Marketing sits firmly in the driver’s seat when it comes to influencing and leveraging this speed and severity of change. Is your organization ready? If you are in marketing, are you ready?
If you’re a manufacturer of American-made goods, you already know the value of the “Made in America” claim has ebbed and flowed over the past few decades. Recently, however, it seems to be making a comeback. Bill Rossiter, agency owner and principal, discusses Morning Consult’s “Made in America” report and shares how you can leverage the power of Made in the USA on your own homegrown products.
Mentorship efforts in many companies can look like rigid and formal programs. While those efforts are important, for a game-changing effect, you need to embed mentorship into your culture and the way your team relates to each other. Here, Agency Principal Bill Rossiter’s reviews the do's and don’ts of effective mentorship.
While businesses nationwide strive for diversity, age remains a largely overlooked aspect. Conversations tend to focus on gender and race, but a team with a wide range of life and work experiences is incredibly powerful. Learn why a multigenerational team is a key differentiator that’s too often overlooked.