While the seemingly exponential rise of data can seem daunting, marketers from Marks & Spencer, Disney and the BBC believe there is a way to make sense of all the information to better target and delight consumers.
With the EU referendum highlighting a clear divide along class and education lines, the latest in Marketing Week’s diversity series explores brands’ efforts to reflect and recruit people from working-class backgrounds.
Brands using instant messaging apps such as WhatsApp and Snapchat might seem intrusive but as consumers use increases, companies such as Just Eat and the BBC are finding novel ways to engage with customers.
Ahead of the BBC Three’s move to become an online-only channel on 16 February the brand revealed its new logo today (4 January), with BBC’s head of marketing Nikki Carr strongly defending the bright pink emblem.
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.