Art and Science: Get Your Tech Team to Embrace Design Thinking

Posted by Lauren Cohen on Wed, Sep 28, 2016

Written by Keith LaFerriere, Verndale

Since the term was coined in 2008, "design thinking" has gone from a novel concept to a requirement for any successful marketing team -- but getting both creative and tech on the same page can be a bigger challenge than many executives anticipate.

A recent 2015 CMO Digital Benchmark study confirmed that the vast majority of creative and tech team members speak different languages: only 30 percent of marketers and 13 percent of IT executives say that the relationships between the two are collaborative and productive.

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Topics: marketing, Boston, design, technology, creativity

Re-inventing Marketing for the Modern Day Consumer

Posted by Lauren Cohen on Wed, Sep 28, 2016

Written by Kayla Niedziejko

Re-inventing Marketing for the Modern Day Consumer 

Last week, I attended day 2 of MITX’s FutureM conference, and left with a completely new perspective of marketing in today’s society. As a recent graduate of business school, I was shocked to learn just how fast the industry has changed since earning my degree in 2015. Forget the 4 P’s—marketing in today’s world is about meeting people where they need to be met.

When I say today’s world, I’m not talking about “The Digital Age”—a jargon term that marketers love to use. If I wasn’t already aware, this conference solidified the idea that the digital age doesn’t exist as a separate entity. We are LIVING the digital age. It is ingrained in everything we do; from the moment we wake up in the morning to the second our head hits the pillow at night. The issue with marketing in a digitally savvy industry is understanding the consumer. How do we do that? Simply meet consumers, when and where they want to be met. However, that is easier said than done when the industry and technology is continuously changing.

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Topics: marketing, branding, digital marketing, customer experience, FutureM, technology