Opinion Archives - New Digital Age

PR’s measurement problem isn’t ROI – it’s knowing what the data actually proves

10Fold’s 2026 Integrated Communications Survey found that between 81% and 88% of B2B marketing leaders say measurement sometimes or very often affects strategy and budget decisions across communications channels. Yet only 49% are very confident in the accuracy and completeness of their communications data. Susan Thomas, CEO, 10Fold explore the issue for New Digital Age...

Can AI search power a true omnichannel experience?

"As AI increasingly becomes the interface between brands and customers, consistency has never mattered more," says Ian Colvin of Greenpark. "A brand whose tone, claims and positioning shift between its website, social channels and press coverage makes it harder for the model to build a coherent picture of what that brand stands for..."

Are we looking for growth in the wrong places?

Across consumer goods, technology, financial services and plenty of other sectors, large businesses are still finding ways to grow. Some are doing so at a pace that seems difficult to reconcile with the economic story we've become accustomed to hearing. Understanding what's behind those results can tell us a great deal about where the next opportunities lie.