Using demographics as part of a broader approach to behavioural segmentation and targeting remains a valuable activity for many marketers and brands.
While people once pledged allegiance to a brand for its reliable products, customer loyalty is no longer guaranteed.
Less than half (49%) of online ads served in the UK met the IAB and Media Rating Council’s recommendations – that an ad is only considered viewable if it is 50% is in view for at least one second – in the second quarter of 2015, according to a new report from Meetrics, suggesting brands could have wasted £485m on ads that weren’t seen.
The number of candidates seeking marketing jobs in London is up by 39% year on year according to the Robert Walters City Jobs Index despite the fact that marketers’ confidence in the industry is suffering.
Lenovo is hoping to use its recent rebrand to inject excitement into a brand that it admits many people in the UK haven’t heard of as it preps the release of its first range of Motorola smartphones since it bought the company last year.
Paralympian track and field athlete Sophia Warner is launching the UK’s first disabled-first sports event, Para Tri, in an effort to address the lack of non-elite sports options available for the 12 million people living with a disability across the country.
Whether it’s a smiley face, a heart or a monkey covering its eyes, emojis have quickly become the go-to shorthand for expressing how we feel so it’s no surprise that brands including McDonald’s, Pepsi, Ikea and the World Wildlife Fund are picking up on the trend too.
Widely cited as the catalyst for making contactless pay go mainstream in the UK, TfL’s head of transformation delivery Mike Tuckett says London’s travel network is now focused on making public transport as “easy as buying a cup of coffee.”
Despite 80% of UK businesses recognising the benefits of a greater alignment between internal sales and marketing, almost half (40%) still have no systems in place to unify the respective divisions according to new research from specialist recruiter Ranstad Sales, Marketing and Retail.
Ben & Jerry’s is calling on world leaders to implement 100% clean energy by 2050 through a petition, an online film, an event tour and the rollout of a new flavour in the lead up to the UN Climate Change Conference in Paris later this year. However, European director Jochanan Senf told Marketing Week the brand is driving messages ‘organically’ rather than through push marketing, which he believes is the best way to engage with modern consumers.
YouTube has not been backward in coming forward about how it wants to attract more brand advertisers and marketing dollars to its site but the launch of its first ever report into the how brands are spending on YouTube suggests the video site ups the ante.
As online retailer eBay and payments company PayPal finally split their operations into two individual companies, the latter appears to be building a strategy to cope with the rise of rival mobile pay solutions such as Apple Pay.
EE is moving into ‘new territory’ as it launches a 10-part YouTube series featuring a number of the site’s vlogging stars that it hopes will raise awareness of its Wembley sponsorship and boost the brand’s appeal to the ‘young, tech-savvy’ crowd.
The Government has announced a review into the role, funding and scope of the BBC. However brand tracking data suggests the strength and value of the BBC brand means it will be able to weather whatever outcomes the review throws up.
From Special K’s £15m brand overhaul to Harvey Nichols using shoplifters to promote its new loyalty app, Marketing Week rounds up the best news of the week from the world of marketing.