Gist

chronicling the
transformation
of marketing

Article

Where Is Location-based Marketing Today?

For marketers to succeed at location-based marketing, they need to create “ownable experiences” where a brand can uniquely help people in the context of the moment. Anticipating what a customer intends to do will become just as important as knowing what they have done in the past.

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Dave Noel, August 1, 2017
Article

Leading with Values

For a company to deliver an outstanding customer experience, it must first embrace the values of the people it serves. But most companies are organized to put profit ahead people. How do they pivot from serving shareholders to putting the needs of customers first?

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Stephen Shaw, July 7, 2017
Article

Wave Goodbye to the Attention Economy

As marketers reluctantly wave goodbye to the attention economy, they have reason to be concerned about their future. How can marketers adapt to a world where people hardly pay attention to advertising anymore?

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Stephen Shaw, June 22, 2017