Targeted marketing means tailoring your messages to the preferences of different audience segments, but how do brands achieve this while staying true to the central promises they make to all customers?
Online ad blocking is portrayed as the marketing industry’s nemesis, but even though technology exists to circumvent it marketers have a responsibility to improve their targeting and creative executions to dissuade people from using it.
Political polls have been wide of the mark in numerous elections around the world in the past 12 months, posing the question of whether surveys can be trusted any more, and if so, how brands can ensure market research results are relevant and reliable.
High-end brands are under greater pressure than ever from mid-market competitors emulating their designs, so with technology trends driving changing fashions how do you stay premium without losing consistency?
The life of marketers “is chaos and it’s only going to get worse,” said Unilever chief marketing officer Keith Weed at the Cannes Lions festival this summer, explaining how things have changed more in the past five years than in the previous 25.