In today’s digital age, marketers have dozens of tools at their disposal to analyse and assess consumer purchase behaviour. Marketing insight provided by location-based data is arguably becoming the most popular – allowing brands to build extensive customer profiles to target their advertising accordingly.
Physical stores are being transformed as virtual reality and real-time data enable retailers to offer immersive experiences and adjust the shopping environment.
Growth is high on the agenda for all forward-thinking businesses but so too is offering a personalised service.
Marketing automation has the potential to deliver targeted communication that cuts waste and maximises ad effectiveness, but marketers need to overcome several internal and external challenges before embarking on implementation.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.