Koen Pauwels

Oct 14, 2024 | hbr.org | Christine Moorman |Koen Pauwels

A bi-annual poll of U.S. marketing leaders found that social media investments have declined to their lowest level in seven years. An analysis of poll data suggests that lack of strategy fit, weak returns, and new competition from retail media may help explain this dip. Researchers leverage their findings to offer suggestions to marketers on how to overcome past strategy misalignment in order to continue to benefit from social media’s immediacy and pervasiveness, including through the use of Gen AI.

Jul 31, 2024 | brandingstrategyinsider.com | Dan White |Koen Pauwels |Walker Smith

Market research can play a vital role in developing or evolving the definition of a brand. Brand owners used to conduct studies to identify the needs and priorities of different groups of category buyers. Then, they’d pick segment(s) to target and then focus their efforts on these types of people, particularly when advertising the brand. The flaw in this approach has been highlighted by Byron Sharp from the Ehrenberg-Bass Institute.

Jul 25, 2024 | brandingstrategyinsider.com | Koen Pauwels |Walker Smith

When managers ask me about guiding their metrics journey, I first ensure they start with the vision for their organization. What is the company aiming to achieve and what should we measure to track that progress? Once you have understood and translated this strategic vision to your team, you can and should explicitly link it to your measurement system. Too often, managers start from the metrics they have instead of the metrics they need.

Apr 20, 2023 | brandingstrategyinsider.com | Patrick Hanlon |David Stewart |Koen Pauwels

Heavy users and advocates play important roles in marketing as they can help companies to reach new customer targets, increase brand awareness and loyalty, and drive sales. But you have to know them to love them, so here’s a closer look at their roles:Heavy users are customers who use a company’s products or services frequently and spend a significant amount of money on them.