With just over a week to go until the big day, Aldi has so far produced the most effective Christmas campaign as M&S sees a late surge in consumer buzz.
Joel Benenson is the only pollster to help win three US presidential elections for Democrat candidates, first with Bill Clinton then twice with Barack Obama, and he hopes to win a fourth with Hillary Clinton in 2016. He tells Marketing Week how both brands and politicians can tap into the ‘hidden architecture’ of public opinion.
In part two of Marketing Week’s round-up of the biggest marketing trends from 2015, we look back at creative programmatic, the rise of virtual reality and reactive marketing campaigns such as Aldi’s John Lewis spoof.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
Consumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
As brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
The algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.