The words ‘vulnerable consumer’ might conjure up pictures of an elderly person suffering from dementia but thinking around vulnerability is evolving and marketers must communicate in the right way or risk jeopardising valuable consumer relationships.
O2 is looking to personalise the communications it sends out on its owned and earned media by tracking users on ‘dark social’ – content sharing that cannot be accurately tracked because it takes place on messenger apps or via email, rather on Facebook or Twitter.
O2 has overhauled its marketing strategy, getting rid of the popular ‘Be more dog’ campaign in favour of new ‘More for you’ messaging as it looks to reflect the growing demands of consumers who are at the forefront of changes in the mobile industry.
This week mobile firms O2 and Three revealed two very different strategies in dealing with mobile ads. O2 believes that telecos have a right to play in the ad space, while Three plans to “revolutionise the mobile advertising experience” by trialling ad blocking.
More than a quarter of people have reduced their meat intake over the past six months but consumers are still turned off by terms like ‘vegetarian’ and ‘vegan’ so marketers must think more creatively if they want people to buy their products.