Enterprise marketing teams do not have a measurement problem. They have a model confusion problem. Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) are routinely treated as interchangeable or, worse, as competing approaches. In reality they are neither. One determines how millions in marketing budget should be allocated over the coming quarters and years. The […]
Enterprise marketing does not have a data problem. It has a measurement architecture problem. Most organisations run attribution, MMM, experimentation, and reporting as separate systems. That disconnection is why ROI conversations keep failing in the boardroom. Budgets tighten. Scepticism rises. Marketing loses influence. Gartner calls this the brand “doom loop.” A 2025 survey of 426 […]
The generative AI revolution promised to make every marketing team faster, more prolific, and more capable. It has delivered on that speed. Yet, for many CMOs, a quiet anxiety is surfacing — everything is starting to look and sound the same. This flattening of differentiation — what I call Algorithmic Sameness — is now the […]
The COVID-19 pandemic has fundamentally reshaped the business landscape, and the IT service industry is no exception. As organizations navigate a “new normal,” characterized by remote workforces, accelerated digital adoption, and evolving customer expectations, marketing strategies need to adapt to remain relevant and drive growth. This article dives into the key marketing shifts IT service […]
In today’s rapidly evolving digital landscape, marketers constantly seek innovative ways to captivate audiences and deliver personalized experiences. One such game-changer is Generative AI, a technology with immense potential for revolutionizing the field of digital marketing. By harnessing the power of Generative AI, brands can tap into a new realm of content creation, hyper-personalization, intelligent […]
The IT service industry is highly competitive, and businesses in this industry need to be strategic in their marketing efforts in order to stand out. One of the most effective ways to reach your target audience and build brand awareness is through content marketing. Content marketing involves creating valuable, relevant content that educates, informs, and […]
In today’s digital age, social media has become a ubiquitous part of our lives. It’s no longer just a platform for connecting with friends and family but has also become a powerful tool for businesses to reach and engage with their target audience. The rise of social media has changed the way businesses reach out […]
Email marketing has become an indispensable tool for companies that provide IT services. With an increasing number of businesses relying on technology, IT service companies need to find effective ways to reach and engage with their target audience. Even with the abundance of digital marketing channels to reach potential customers, Email marketing remains one of […]
In today’s digital age, having a strong online presence is crucial for the success of any business, especially in the highly competitive IT service industry. In this article, we will explore the key elements of building a strong online presence for IT service companies. A well-designed website is the foundation of any strong online presence. […]
The IT service industry is highly competitive, making it essential for companies to have effective marketing strategies in place to stand out from the crowd. In recent years, digital marketing has emerged as a powerful tool for companies in the IT service industry to reach their target audience, build their brand, and drive business growth. […]
