The company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.
Many marketers are wasting valuable time and resources optimising for voice when there are much more strategic challenges that need dealing with first.
Most people don’t want brands to try and be their friend, so marketers should think twice before trying to be ‘cool’ when communicating with consumers.
Innovation and privacy clearly have a deeply troubled relationship, but marketers should remember that the best marketing will always be about simplicity and universality.
Digital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.
People don’t automatically trust machines, so as personalisation and automation step up a notch marketers need to ensure they do everything they can to create transparent and user-friendly experiences.
As we near the first anniversary of the GDPR coming into force, the hope is shady tactics deployed by digital services will be whittled out and brands will prioritise ethics over economics.
Brands must avoid getting carried away with personalisation because while it can help improve the customer experience it isn’t the be all and end all it is often billed as.
There will be many uses for machine learning in the future, but right now marketers should focus on improving sales by continually tweaking communications.
Too many marketers are getting swept up in new ways to execute their campaigns, losing focus on the message in favour of the medium.
The fact it’s hard to map customer-centricity to the bottom line is no excuse: brands have got to join up their thinking around the customer to offer a consistent experience across all touchpoints.
There was a clear divide in the success of retailers this Christmas as those that offer cheap convenience win out over some of the nation’s ‘favourite’ stores.