The British are Europe’s top e-shoppers, according to the European Interactive Advertising Association. A survey conducted for the EIAA by Millward Brown found that a quarter of Britons have spent more than &£1,000 online in the past year, against a European average of 15 per cent. Significantly, online marketing can directly affect offline purchasing – a third of European consumers said they research items such as travel tickets, holidays, books and electrical goods online, but then buy them offline.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the value of gut instinct to evidence that narrow targeting does not work in B2B, it’s been a busy week. Here is my take.
From the FA unveiling a new look Three Lions to Gousto going on a hiring spree after proving marketing’s value and British Airways unveiling its recovery plan, here are some of this week’s biggest marketing stories.
The last 12 months have seen significant changes in consumer behaviour due to the pressures of Covid-19. Here are some of the most important for marketers.
As the airline launches its first TV campaign in two years, the brand says reinforcing consumer trust will be key to ensuring people choose British Airways for their first post-pandemic flight.