Marketers are still struggling to follow consumers’ purchase journeys as they research and buy on numerous devices, and without a new approach they risk losing sight of the effectiveness of performance marketing.
High-profile cyber attacks on loyalty programmes have not put consumers off sharing their data with brands but they do expect more rewards and a better experience in return.
Marketers are increasingly buying mobile programmatically but there remains a “clear disconnect” between usage and brands’ understanding of the technology, according to the Internet Advertising Bureau (IAB).
People are browsing more on mobiles than a year ago but spending less on each order and are less likely to buy, while a drop in overall conversions online shows retailers must fight growing competition with better website optimisation.
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Leadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Exclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.
Despite returning to positive volume growth, Danone’s CFO says the business will continue to make strategic price increases behind its “differentiated” products.