The potential of artificial intelligence to carry out tasks and even exceed human intelligence is vast, but it will struggle to replicate the apparent human frailties that are, in reality, the source of creativity.
Since the snake convinced Eve to taste the forbidden fruit in Genesis, marketers have been breaking rules, but to earn back consumer trust they need to make a new commitment to behave responsibly.
The most effective advertising triggers consumers’ emotions, but brands with mundane products find it hard to achieve – with these being the most difficult to get right.
There are more similarities between gaming and marketing than you might realise as brands tap into the human desire ‘to win’.
It’s difficult to create true differentiation today, but even in online-only industries you still need brand marketing to make performance marketing effective.
Consumers are increasingly hiding their online behaviour through use of the dark web and ad blockers, but marketers’ aggressive response will only make things worse. The solution is not more tracking but desirable content, says Pinnacle marketing director Harry Lang.
Harry Lang, marketing director at gaming brand Pinnacle, looks back on the first half of his career and lays out everything he wishes he had known from the start, but which he had to learn from experience.
The UK’s major broadcasters have produced what they claim is the most robust research around broadcaster video-on-demand to date, as they look to woo agencies and planners.
Catch up on all this week’s marketing news including change at the top of M&S and WPP, and how a former Red Bull marketer is trying to change perceptions of the energy drink market.
The decision to split responsibility for marketing into the two strands of its business might seem like a step backward for a retailer with such a strong brand, but it should enable it to move faster and focus more on what matters to customers.
The FMCG giant wants to sure it is reaching the right people at the right time as it looks to fight off growing challenges from ecommerce, own-label brands and digital disruptors.
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