Author name: Marketing TNT Team

The Art of Responsible Growth in PZ Cussons’ ESG Evolution in Redefining Consumer Care

PZ Cussons has been part of people’s everyday lives for generations, and behind the familiar brands like Cussons Baby, Cussons Kids, Imperial Leather, Morning Fresh, and Carex, there’s a deep commitment to doing business responsibly. Guided by the purpose “For Everyone, For Life, For Good,” the company’s approach to sustainability in Indonesia blends community impact, […]

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Personalization at Scale: How Leading Brands Are Delivering ROI with AI in 2025

In 2025, personalization is no longer a marketing differentiator – it’s a growth lever. Yet despite widespread AI adoption, many brands still struggle to connect personalization efforts to meaningful ROI. The gap isn’t technology. It’s approach. This article explores how leading marketers are moving beyond rule-based targeting to build more adaptive, intelligent systems and how

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The Triple Win: Sales Today, Penetration Tomorrow, Brand Equity for the Future

The False Choice in Marketing  For decades, marketing leaders have been told they must choose:  Focus on performance to drive sales now, or  Invest in brand to build future equity  This split has divided teams, budgets, and strategies.  But what if there’s a way to deliver both — and more — with the same audience? 

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The Decile Paradox: Why “Most Likely to Buy” Isn’t Always the Sweet Spot

The Illusion of the Top Decile  Marketers love lists. And nothing feels better than having a list of your “most likely to buy” customers. They’re the sure bets, the low-hanging fruit.  The logic seems airtight: if someone has the highest probability of purchase, your ad dollars will have the biggest impact.  Except… that’s not always

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Precision is powerful — but too much precision can be dangerous. The leaders who will win the next era of marketing will be those who master balance: targeting the most persuadable customers today while keeping the influence network engaged for tomorrow.

Targeting Can Be Too Precise. And It’s Costing You Growth

Rethinking Precision Targeting  For years, precision has been the holy grail of media planning. Every new tool, dataset, and technology promised the same thing: tighter targeting, less waste, better ROI.  It sounds logical. Why waste money talking to people who aren’t ready to buy?  But here’s the problem: in many categories, hyper-targeting doesn’t just deliver

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From SEO to AIO: Winning Brand Visibility in the Age of AI Search

For two decades, search revolved around the blue link. Google’s familiar ten-result page, and the SEO playbook built around it, rewarded brands that mastered keyword targeting, link building, and technical optimization. That model is eroding fast.   Today, platforms like ChatGPT, Google’s Search Generative Experience (SGE), Gemini, and Perplexity are reshaping search from a static list

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The Market You’re Missing: How AI Personalization Finds New Growth Segments

Marketers often feel confident they know their top-performing audiences. After all, they’ve built personas, studied analytics, and run campaigns based on years of experience. Yet markets evolve, customer behaviors shift, and entirely new segments emerge — often unnoticed.  The Breakthrough  In one CAP study, AI identified an audience segment that the brand had never targeted

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Organizational Alignment: The Untapped Accelerator for Data Maturity

To stay competitive and truly unlock the transformative power of data, companies must accelerate their efforts in crafting a clear data vision and aligning it with their business objectives. This means moving beyond siloed experimentation and fragmented data ownership to foster a unified, strategic approach.  The Data Leader’s Blueprint: Vision and Alignment  Source: https://www.mmaglobal.com/files/documents/2023_mma_data_maturity_webinar_final59.pdf p.16 

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