En una frase…
¿Cómo se define el marketing efectivo?
If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.
¿Qué tendencias de marketing te entusiasman en este momento?
In professional services we are forced to be ahead of practice, AND to slow down those aspects of it that dilute thinking and action. Marketing is entangled in common sense, which reflects fashionable idiosyncrasies, emergency solutions and premeditated “smartness.” Therefore, the anti-trend I’m most excited about right now is a return to “fundamentals.”
¿Cómo la creatividad impulsa la eficacia?
Creativity drives effectiveness when it meets business goals and drives sustainable impact over time.
¿Cuál es el mayor obstáculo para la eficacia del marketing?
Competence gaps and lack of marketing expertise (something common in our discipline) are the biggest roadblocks to marketing effectiveness.
¿Cómo espera que sea el marketing en los próximos cinco años?
It has moved more to evidence-based marketing effectiveness processes. The budget is often as big as capex but has none of the rigour. This has to change.
Bo was a 2022 Effie Awards Denmark juez. Ver más funciones de In One Sentence.
