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A segmentation of technology shoppers
Jonathan BaconClick here for a bigger version of the infographic above
How the weather affects marketing
Mindi ChahalPeople talk about the weather all the time, almost every day, and now brands are too by using weather data to target appropriate ads.
Fake vouchers and how to avoid fraud
Lucy HandleyVouchers and coupons give customers key incentives to develop their interest in a brand but as the appeal of the marketing lever rises so do the stakes around misuse, counterfeiting and scams.
Lego brand director: Purpose drives pricing power
Niamh CarrollInclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Nationwide: Marketers should stop framing advertising as an investment
Grace GollaschMarketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Retail media spend up 12% in 2023 as digital landscape shifts
Molly InnesOverall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Dr Martens brand boss: Marketing can ‘get in the way’ of product
Niamh CarrollChief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.