Advertising technology platforms are now so pervasive that specialist expertise is needed to achieve maximum value from media buying. At a roundtable sponsored by AdRoll, marketers and media agencies debated where brands should look for help.
The ‘single customer view’ remains the holy grail for some of the country’s biggest and most successful brands, and even those that have invested in creating a single access point to each customer’s data still encounter numerous roadblocks before actually achieving that aim.
Predictive analytics is giving brands the capability to automate marketing responses in any given customer scenario, but it requires fundamental shifts in companies’ attitudes to technology and the willingness to test and learn continually.
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 P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.
Mitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.
The “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.
The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.