Posts by Dave Sutton

Tracking Success in Digital Transformation

There are a few things in marketing that tend to remain constant—one of them is the need to measure success and, where possible, find ways to duplicate it. But with so many marketing automation platforms out there, teams can feel both overwhelmed and under-informed on the possibilities. Which data is the right data, and what…

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Transformational Marketing and Future Branding

The marketing research analyst Gartner recently identified something that it calls the hype cycle. This is the rise-and-fall social response pattern that manifests after new tech innovations hit the market, starting with the introduction of the new tool—the “Trigger”—and moving quickly upward to the “Peak of Inflated Expectations” before plummeting to the “Trough of Disillusionment,”…

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Will You Be Replaced By a Robot?

AI Is Transforming Marketing As We Know It Although experts predict that one-third of our jobs will be replaced by robots by 2025, there’s no reason to worry. It just means it’s time for us to adapt. The only true losers of the AI and machine learning economic shift will be the laggards and the late-adopters. The…

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6 Transformative Marketing Statistics for 2019

Even this early on in the year, some statistics on retail sales and digital marketing have already come out from a few reliable sources (Fortune, Lumoa, HubSpot, etc.), and they can offer us some critical insights. If you’re in the retail sector, it’s never a bad idea to keep your eye on reports coming out from…

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5 Major Challenges in Retail Marketing

Success in the retail industry has always been tough, but the current environment presents us with some new and unique challenges. At a recent YPO event, I gave a presentation on the direction I see the industry taking in the coming years, making the case that the future of retail will be a kind of…

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The Winners and Losers of Super Bowl LIII

best and worst super bowl commercials

At no other time of year do viewers look forward to TV commercials with such ardor. Whether those ads actually work as marketing is up for debate, but the cultural spectacle of it cannot be denied. As a nation, the expectation is that we are entertained, amused, delighted by a score or two of celebrities…

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4 Ways to Lose Big in Retail

A retailer can take a nosedive for any number of reasons. The cause could be siloed corporate structure, poor data quality, lack of coordination, overall negligence, poor change management. It’s not necessary here to go through the full list of mistakes made by, say, Sears in recent years—once a retail company starts down the path…

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What Can Lawyers Learn from Retailers?

In recent years, we’ve seen a steady parade of retailers shuttering stores and filing for protection from creditors. We’ve watched as once respected brands like Payless Shoes, RadioShack, Sears, and Toys R Us were marched solemnly to their inglorious ends. Retail vacancy rates have skyrocketed as real estate developers scramble to revitalize strip malls and…

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Red Alert for Retail!

If you’re in retail at the moment, you may be panicking a little. Things are changing—a lot and very quickly. The latest reports show China rapidly outpacing the US in retail sales for the first time in recorded history. Amazon is now opening brick-and-mortar stores as is a whole slue of other formerly online-only shops.…

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The Risks and Rewards of Courting Controversy

Have you seen that new Gillette ad yet? If you haven’t, you’ve been hiding under a rock. As with most viral videos, there have been hot takes aplenty. Was the ad too hard on poor dudes? Was it condescending to women everywhere? Was it too much, not enough, too current, too Victorian, too long? In…

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Do Feelings Matter in Marketing?

In retail marketing, the short answer is Yes, of course feelings matter. Successfully inspiring consumers to associate a brand with a certain emotion or mood has long been considered the pinnacle of modern retail marketing. The long answer, however, is more complicated. It’s still a Yes—but not for the reasons you’d think. Essentially, in the…

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5 Essential Marketing Productivity Hacks

A productive marketing department works at peak performance every day and has an outsized impact on accelerating the growth of a business. However, given the pace of change across the global economy, increasing productivity in the marketing department can be an enormous challenge for the CMO and a discipline that needs constant care and feeding.…

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