Marketers are constantly looking for new ways to one-up the competition, create better experiences for customers and experiment with new technologies. But they are increasingly finding it difficult to focus on optimizing results for the current quarter and to develop breakthrough innovations simultaneously. In order to overcome this challenge, several companies are establishing marketing innovation labs. These labs are not focused on creating new products but on testing new ways to deliver great experiences to customers.
There are several different approaches to setting up marketing innovation labs. Here are three examples that are worth emulating as you evaluate your approach to innovation in the new year.Read more