Rio Longacre

New and unexpected players have risen to make the online ad space more crowded, diverse, and interesting.

CMOs face extraordinary challenges, with less time than ever to get it right. For any new CMO, the first 100 days on the job are critical to success. This post acts as a handy guide for new CMOs on how to hit the ground running, providing practical tips for quick wins while navigating potential organizational landmines.

The launch of the iPhone and Netflix in 2007 put into motion cascading waves of disruption across the global media, entertainment, and communications industry. In their wake, the adoption of cloud technology opened up new ways to entertain audiences and reach consumers, forcing media and communications (M&C) businesses to navigate the most dynamic evolution of its history—a breathtaking 15+ year journey of disruption, convergence, and competitive realignment.

As we continue to navigate… Show more

The launch of the iPhone and Netflix in 2007 put into motion cascading waves of disruption across the global media, entertainment, and communications industry. In their wake, the adoption of cloud technology opened up new ways to entertain audiences and reach consumers, forcing media and communications (M&C) businesses to navigate the most dynamic evolution of its history—a breathtaking 15+ year journey of disruption, convergence, and competitive realignment.

As we continue to navigate these uncertain but exciting waters, we can expect to see a persistence of trends from 2023 into 2024. Notably, we expect M&C organizations to invest heavily in:

1. Competing in the attention economy
2. Harnessing the power of AI
3. Customer experience
4. Advertising transformation
5. Media supply chain
6. Converged connectivity Show less

As we look ahead to 2024, here is an analysis of key trends we are tracking with marketing leaders. 2023 was a year of transition and disruption. We expect AI, privacy, efficiency, and connection to be key drivers of 2024 CMO strategy across industries.

Outside of generative AI (GenAI), data clean rooms are the hottest trend in tech as organizations gear up for a privacy-first world. Adoption is growing, and AWS Clean Rooms has rapidly emerged as a leading solution in this category. With the suite of newly released features by AWS, usage of this groundbreaking solution should surge as organizations explore this important technology to build next-gen advertising and marketing applications.

As generative AI mania nears its crescendo, GenAI “trend fatigue” is starting to hit business leaders and organizations. Negativitity aside, GenAI is starting to deliver tangible results for marketers.

Privacy laws, cookie deprecation, and massive lawsuits are throwing the advertising world into turmoil, and forcing an unexpected—if overdue—convergence.

The telecom industry is at an important crossroads as evolving consumer needs reshape the ecosystem of customer expectations.

Many brands are setting up in-house teams to do work traditionally performed by agencies, and a new model of advertising and marketing is emerging.

Google is framing the shift to Google Analytics 4 as a simple migration. In all actuality, it’s a complex and potentially disruptive transition, and brands should be prepared.

Forging successful connections at trade shows requires a solid strategy for attracting and retaining the attention of prospects.

Sometimes, the biggest business challenges can yield the most valuable lessons for future success.

How shifts in consumer privacy and cookie deprecation are impacting digital marketing

Marketing organizations are under enormous pressure to meet evolving customer demands while facing resource challenges. One factor that makes today’s environment particularly challenging is marketing’s heavy reliance on Marketing Technology (MarTech). This post discusses how to navigate the complex and ever-changing landscape of marketing technology.

While the shift to digital-first engagement models has created a wealth of information on customer interactions, CMOs, and senior business leaders are struggling to gain insights needed to drive business decisions and outcomes. Luckily, cloud platforms can unlock the potential to transform the way telecom brands leverage marketing analytics to drive business outcomes.

As the healthcare industry shifts to digital-first experiences, there is a growing opportunity to leverage prescriptive technologies to personalize engagement for healthcare practitioners and patients, and enable data-driven decisions that improve patient care.

As the Life Sciences industry shifts toward value-based care, the role of outcomes research is now critical to whether a new generation of digital health therapies will commercially succeed or fail.

By leveraging the power of technology, data, and process, marketers are now able to deliver personalized, omnichannel experiences that keep customers engaged at every stage in the funnel.

Just over a year into the COVID-19 pandemic, we recap the top three trends marketers are embracing to meet growing consumer demand for personalized digital experiences.

California recently set a new precedent with the passage of California Consumer Privacy Act, or CCPA. The groundbreaking legislation provides California residents the right to know what personal information is being collected on them, understand how that information is being used or sold, and request deletion of that information. For marketers, CCPA is a portentous event with the potential to affect the way brands engage with prospects and customers, encompassing the platforms we use, partners… Show more

California recently set a new precedent with the passage of California Consumer Privacy Act, or CCPA. The groundbreaking legislation provides California residents the right to know what personal information is being collected on them, understand how that information is being used or sold, and request deletion of that information. For marketers, CCPA is a portentous event with the potential to affect the way brands engage with prospects and customers, encompassing the platforms we use, partners we engage with and the way we share and store consumer information. Show less

Omnichannel is complex. In recent years, the data management platform (DMP) has emerged as a layer that brings together anonymous information across different channels, and non-anonymous information from company databases.

The retail industry is being turned on its head by the emergence of disruptive technologies.
These forces have shaken the industry to its very foundation, challenging its traditional business model. In this environment, omnichannel solutions like beacons and clienteling are being embraced by companies to create an entirely new shopping experience.

Wearable technologies are on the ascent and revolutionizing the healthcare industry. At the same time, cost cutting is in the air as the Affordable Care Act (ACA) rollout accelerates, sending shock waves across the healthcare industry.

Many in the industry are beginning to see wearable technologies as a potential solution to open up conversations between patients and physicians, prioritizing treatment and resulting in more favorable outcomes.

It’s no big secret the pharmaceutical industry lags way behind other sectors when it comes to leveraging social media to meet business objectives. A big reason for this has long been a lack of clear guidelines from FDA.This month FDA released its draft guidance on the use of “Interactive Promotional Media,” ending several years of speculation and finally providing the industry with substantial guidance on its use of digital media.

The digital revolution creates an imperative for companies: they must transformation through technology, or they’ll face destruction at the hands of competitors that do. Digital Transformation refers to the use of technology to radically improve performance or reach of enterprises. Capgemini Consulting’s research in collaboration with the MIT Center for Digital Business has revealed that compared to other sectors, the pharmaceutical industry lags significantly on the “Transformation Management”… Show more

The digital revolution creates an imperative for companies: they must transformation through technology, or they’ll face destruction at the hands of competitors that do. Digital Transformation refers to the use of technology to radically improve performance or reach of enterprises. Capgemini Consulting’s research in collaboration with the MIT Center for Digital Business has revealed that compared to other sectors, the pharmaceutical industry lags significantly on the “Transformation Management” dimension of Digital Transformation. Show less

In terms of providing a rewarding customer experience, pharma is failing badly. The root of the issue is that pharma is stuck in a commercial model developed decades ago that limits its overall effectiveness, and is significantly out of sync with contemporary customer sentiment.

In the final part of their series on CLM, Timothy Moore, Hala Qanadilo and Rio Longacre from Capgemini Consulting Life Sciences explore the third, and perhaps most important, pillar of CLM success, Responsiveness, where many in pharma tend to lag behind. They break down two impact areas of Responsiveness as well as the three critical steps that pharma needs to take to achieve success in CLM Responsiveness.

In our past post The CLM Conundrum: Three Pillars of Success, we discussed why, for many pharma companies, CLM has often failed to deliver on its initial hype. We also discovered CLM’s first pillar, Personalization. In this post we turn to the second pillar, Analytics.

For many in pharma, despite great promise the CLM experience has ranged from disappointment to distraction. This article explores this trend, and examines what it means for the future of the industry. The article also identifies the three pillars essential to CLM success, and describes the first of these pillars, personalization.

When asked about data security, most marketers simply shrug their shoulders. It’s IT’s responsibility, right? Wrong. Database security is more than just IT’s job. If you’re a marketer, it’s high time you familiarized yourself with the steps you need to take to safeguard your precious customer and prospect information.

Before the Internet, B-to-B direct marketing must have been a snap. Think about it: for customer acquisition, direct mail was the only game in town. All you needed to do was create compelling offers, buy or rent decent lists, send out the mail and get results. Once the campaign was over, crunch the numbers, pick the best offer and find better lists. It all came down to looking at how much it cost to acquire each customer and how much each customer was worth.

As any experienced B-to-B marketer knows, data quality is king. Because B-to-B prospect universes tend to be smaller and better defined than their B-to-C counterparts, identifying the right prospects and tailoring the marketing message to their needs is vital. You'd better know exactly what your ideal customers look like, where to find them, and what messaging they respond to. This means you need access to high-quality data.

The term 'Personalized URL' (pURL) is often heard in the print industry today. Lost amid the hype, it's easy to overlook the actual meaning of pURLs versus what they do on a functional level. Much of this confusion could stem from the tendency to focus on the operational and execution—opposed to strategic—side of marketing.

he events of September 11, 2001 had a profound impact on global mobility--in the short term. In particular, there were disruptions in international travel and security, and steeper economic decline. One year later, the tragedy’s long-term effects on expatriates are becoming clearer. What has changed? What hasn’t? What can global employers expect for the future?

Argentina has been mired in an intractable economic crisis. The current economic situation is forcing many residents of the South American country to consider moving abroad to find work. The exodus is not limited to the Argentines themselves. Many foreign workers are leaving as well.

China's agreement to join the World Trade Organization will force changes in the way China does business. This article examines the changes from a historical and global business perspective, and explains how new trade regulations will affect relocation, expatriates and business ventures in China.

On the surface, Germany may not seem very foreign to a U.S. expatriate. On arrival, however, simple things that would have taken a day to complete back home suddenly take weeks. Other things might not make sense. Longacre sorts apartments, telephone service, driver's licenses, stoplights, trains, retail sales, and dining, among other things.

Somber could perhaps best describe the business mood in Turkey these days. Indeed, the country has been mired in a deep economic and political crisis since late February. The well-publicized two-month-old downturn has featured spiraling inflation, tapering industrial production and massive layoffs. It has affected locals and expatriates alike.