The rise of the digital age and big data means marketers have access to behavioural data that can be used to target individual consumers and change segmentation models in real time, but demographics still dominate media buying.
Sales of organic and locally sourced foods are on the increase and the wider food industry is once again looking to sustainability as a differentiator, with McDonald’s and KFC making new sourcing commitments, but brands still have work to do to convince consumers.
It’s no secret that the most common marketing attribution models are reaching the end of their shelf-life. They are easy to use and implement, but ‘first click’ and ‘last click’ are seen as over-simplistic in a world where shopper journeys are increasingly complex.
The huge success of Black Friday and Cyber Monday last year have placed the discount days firmly in retailers’ Christmas calenders but brands need to ensure their tactics make the most of a short timeframe and that the rise of m-commerce is addressed.
Spending a weekend sitting in someone else’s house reporting when, why and how much they ate, drank, bathed, watched TV or used their mobile phone isn’t everyone’s idea of a good time, but for a marketer it is one of the best ways to gain deeper customer insight.
Media agency consolidation and margin pressure from procurement departments mean kickbacks take precedence over clients’ interests, while online media buying still isn’t transparent enough, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.