Asda has been on a journey over the past nine months to embrace a more content-led digital advertising strategy that aims to make its marketing more relevant to consumers and therefore more effective.
Despite sales falling 5.8% over the crucial festive trading period, Asda’s chief executive Andy Clarke insisted the quality of its marketing was not a contributing factor and called its Christmas campaign a ‘huge success’.
Asda has appointed Andy Murray, the founder of shopper marketing agency Saatchi & Saatchi X, as its new chief customer officer as former marketing boss Barry Williams leaves the supermarket after eight years.
In addition to launching a Mastercard sound and taste, the brand has now unveiled a Mastercard smell, all of which is helping it to elevate the brand’s status, says Raja Rajamannar.
The contradictions between what consumers say they want and what they actually do represent an opportunity for marketers to help bridge the gap, says Dr Carol McNaughton Nicholls.
Warning that marketers are falling into the trap of “obsessing” over efficiency, Sutherland argues businesses should instead be looking towards digital as a tool for experimentation, now more than ever.
The context for consumer decisions is changing fast, but how we choose has evolved over millennia, so why are marketers obsessed with change?