The annual technology festival is no longer the domain of digital specialists, there’s plenty to note for traditional marketers too, says Sara Holt, digital marketing director in Lego’s global marketing and product development team.
From the danger of being a dysfunctional client and why FMCG firms should stop resisting change to the power of brand equity, Joe Tripodi shares all after 40 years in marketing.
Marketers that don’t take consumers’ growing use of messaging platforms seriously will quickly be left behind, as distinctions fade between conversations with friends and those with brands.
Marketers need to be able to read the cultural mood and fully understand their brand tone of voice if they want to tread the fine line between sparking conversation and causing offence, says Cheryl Calverley.
Tesco believes too much of its media spend is being “siphoned off” to ad tech instead of being used to reach customers in quality environments.
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