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.
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.
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?
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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?