Marketing Accountability is Shifting: What’s Out, What’s In, and What to Do 
Aug 08, 2018

Marketing Accountability is Shifting: What’s Out, What’s In, and What to Do 

By Christopher Wallace, President, InnerView Group

In 2018, consumers will spend half of their time interacting with online media, more than any other medium.  As the consumption has shifted more to digital, so have the marketing dollars, with companies on track to spend $119 billion on digital marketing by 2021.  While digital has given marketers new options to reach their target audiences, it has also forced them to learn new disciplines, understand more in-depth metrics, and make investments in channels they might not fully understand.   While...

3 Ways to Put Humans at the Center of your Customer Experience
Jul 25, 2018

3 Ways to Put Humans at the Center of your Customer Experience

By Christopher Wallace, President, InnerView

Customer experience has become one of the hardest to define business concepts of  our time.   When CMOs from  25 of the largest and best-recognized brands in the worlds gathered recently for a  private think-tank session at the  Cannes Lions International Festival of Creativity, customer experience was one of the primary topics. However, their  stance on t was  quite  simple – customer experience  needs to become  more “human”.   Adweek spoke with  Mathilde  Delhoume  from LVMH, who shared that  brands need to  focus on the longer-term  customer relationship...

Pssst… Your Brand Is Leaking
Jul 12, 2018

Pssst… Your Brand Is Leaking

By Christopher Wallace, President, InnerView

A “brand” is a delicate concept.  Think about the elements that make up a brand – the visuals (logos, photos, commercials), the carefully chosen words that make up the story.  Brands are designed to be make an emotional connection with customers, so it would stand to reason that the people who craft a company’s identity grow attached to it.  The brand is a marketer’s baby, their work of art.  To all those marketers, I hate to break it to you but your brand is leaking.  The intricate story you've faithfully worked to craft is falling apart, but it isn’t your agency,...

4 Reasons B2C Brands Need to Improve Marketing-Sales Alignment
Jun 27, 2018

4 Reasons B2C Brands Need to Improve Marketing-Sales Alignment

By Christopher Wallace, President, InnerView

There have been volumes written in recent years about the need for Marketing and Sales alignment in the B2B world. However, there is less buzz around this topic in the B2C world. The reasons why are numerous, but let’s focus on two concepts behind this: brands and consumer demand. Marketers in the B2C world are focused on building “brands” that will attract buyers based on certain characteristics. Marketing to consumers is much more about lifestyle than it is utility, so if...

A New View on Effective Marketing
Jun 19, 2018

A New View on Effective Marketing

By Christopher Wallace, President, InnerView

There is no shortage of marketing in today’s world. The messaging comes in all shapes and sizes. Subtle and overt. Paid and earned. From taglines to benefit statements, they’re everywhere. The messages are promises that a brand is making, and marketers are asking customers to believe those promises. What happens to the clever marketing if the people who represent the company, the people who talk to customers every day, don’t believe in those brand promises? What if marketing is setting...