Marketers are still fixated on the notion that purpose drives growth, when the whole point is that for most brands it will cost money and require sacrifice. Just look at Patagonia.
Marketers will only see ROI from personalisation if they have a complete understanding of customers’ likely behaviours, which enables brands to offer them true value.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
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 unpicking what purpose means to P&G’s quest for “product superiority”, it’s been a busy week. Here is my take.
Marketing departments are acting now to meet growing privacy expectations, with a focus on internal organisational improvements.
The dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
Brands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.