Getting personalisation to pay
When it comes to personalisation brands need to make the choice between using cookies or hard data, and whether to target individuals or devices, but what offers the best return on investment?
When it comes to personalisation brands need to make the choice between using cookies or hard data, and whether to target individuals or devices, but what offers the best return on investment?
Harnessing the power of data to develop a single customer view and drive personalisation is a big focus for online holiday provider Secret Escapes, which following a £41m cash injection is aiming to become a multi-billion pound company by 2020.
Brands need to get a grip on their direct marketing or risk being deleted by ‘overwhelmed’ consumers.
With a move into wearable tech, in-game events and global expansion on the cards, Pokémon Go is devising new opportunities for brands to connect with its 20 million plus daily users.
While the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.