Phone Data Set

Despite its importance, thought leadership is often misunderstood. One common misconception is that any content can be labelled as thought leadership.

“People like the term because it sounds better than content marketing. It creates a halo effect, making something seem smarter than it is,” Mitchell ...

Over the last 618 shopping festivals in China’s e-commerce platforms, there has been a significant 500% increase in searches for anti-aging products across all demographics. Those under 35 accounted for one-third of health and wellness shopping in 2021. And in 2022, Chinese Gen Z consumers surpassed ...

Adding to the complexity, changes to the Australian Privacy Act are due to be tabled in Parliament next month. These changes are expected to introduce mandatory consent banners for the first time in Australia. This development aligns with global trends towards stricter data privacy regulations, but ...

To maximise each sales day, retailers need a strong data infrastructure and strategy.

Data clean-up and management: Prepare datasets for peak performance by removing inaccuracies and optimising segmentation. Clean data is the foundation of effective campaigns.

Infrastructure support: Ensure ...

In 2016, FT Longitude hosted a thought leadership event to explore how multinationals should tackle the global vs local conundrum. The answer from our panel discussion was clear-cut: this is not an either/or debate. To be successful, CMOs must strive for that all-important balance.

Among marketers ...

The most successful thought leadership campaigns are those that secure both internal and external adoption. Quality thought leadership should get to the core of what makes an organisation successful – providing a springboard for marketing leaders to spark new internal conversations with senior ...

To create influential content, you need a balance between these three elements. Too much B2B content is heavy on logic and light on empathy. As a result, it can feel remote and abstract because it leans too heavily on research and does not build a connection with the audience.

Logic is important ...