Opinion

The holy grail for marketers has always been to correlate spend with sales. In B2B, especially for larger purchases, measurement is further complicated given an average 14-month sales cycle involving five or more decision makers. Yet,…

e Katie Deighton These are the hyped-up solutions, concepts, habits and strategies that consumers are sick of hearing about which marketers from across the industry should leave behind in 2018. Tamara Littleton, chief…

By David Tiltman, Warc In December 2017, we wrote about what would happen in the next twelve months. WARC’s Head of Content, David Tiltman, looks at how we did ahead of our predictions for 2019. We’re getting ready to launch the…

With the rate or speed at which the internet or World Wide Web is revolutionising the world and Africa, you would think everyone is already online. This is not the case especially in Africa and many emerging economies. A report by…

Innovative advances in technology, coupled with seamless in-store shopping experiences, are among the top predictions for 2019’s global retail trends. Toby Pickard, head of insight, innovation and futures at IGD, said: “In 2019,…

By Travis Montaque Emotion. It is what drives our thoughts, actions, decisions and purchasing behavior. Consumers are increasingly making purchasing decisions based on how they feel about brands instead of what they know. As…

By Adeniyi Ogunfowoke Change is the only constant thing in life. The modus operandi of doing business in Nigeria has significantly been disrupted since the entry of eCommerce. One of the areas that the impact of ecommerce is…

By Marc Vermut, VP, market strategy for retail, Neustar The modern consumer is no longer a single-channel shopper. A recent study of a major U.S. retailer's customers found that 73 percent followed an omnichannel purchase…

By Adeniyi Ogunfowoke Different data have confirmed that Nigeria has a huge unemployment challenge. The National Bureau of Statistics (NBS) pegs the unemployment rate at 14.2% to 18.8% in 2017. Although 18.8% may be small in…

by Maarten Albarda Way back when the advertising industry started, N.W. Ayer and Son opened an ad agency in Philadelphia. The year was 1869 (or 1868 — even Wikipedia on its own page can’t seem to agree). It was the first…