In today’s digital age, marketers have dozens of tools at their disposal to analyse and assess consumer purchase behaviour. Marketing insight provided by location-based data is arguably becoming the most popular – allowing brands to build extensive customer profiles to target their advertising accordingly.
Has marketing professor Byron Sharp’s theory that reach not loyalty is key to brand success been overturned by digital channels’ ability to ‘nudge’ consumers to buy more?
Being an established brand can be a curse as well as a blessing, according to RKCR/Y&R’s Brand Asset Valuator, a survey the advertising agency has run for 21 years. Between 1993 and the year 2000, 66 per cent of brands declined in value while only 7 per cent of those recovered between 2000 and 2014, explained the agency’s chief executive Ben Kay at a recent event.
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With the World Cup kicking off in less than two weeks, is your brand ready for the world’s biggest sporting event since the 2012 Olympic Games?