Is AI the end of Marketing? Answering this question in the affirmative puts you in fraught company. Many have proclaimed the end of marketing before.
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Walker Smith, Author at Branding Strategy Insider - Page 7 of 35
Every presidential election cycle of this century has felt like the most important one yet, to the point that saying so has become a cliché. This time around, though, there are differences that matter more than usual, particularly for brands.
According to Forrester’s latest tracking report, the quality of customer experience with brands is at an all-time low. By contrast, according to the American Customer Satisfaction Index, satisfaction hit an all-time high in the first quarter of this year, and was only a smidgen lower in the second quarter.
Attention matters. Marketing doesn’t work unless and until consumers pay attention. As the Advertising Research Foundation summed it up, attention is the “crucial bridge” between ad delivery and ad impact. How attention works and how to measure it are front and center nowadays, with big initiatives by trade groups like the ARF, WARC, IPA, MRC, IAB and, unsurprisingly, The Attention Council, and by practitioners such as Kantar, Dentsu, Infillion, Microsoft, GroupM and Google, among others.
Slowing population growth will upend both the macroeconomics of commercial potential in the economy as a whole and the microeconomics of competition within sectors and categories. Brands must adapt to grow.