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.
Despite increasing prices, the footwear brand says it has “not seen any impact” on sales in the UK and EMEA, but the US continues to drag down its overall performance.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.