As social media becomes more about value than volume and brands increasingly look to link online and offline channels through live events, Marketing Week outlines the media topics that will define 2016.
Marketers are increasingly buying mobile programmatically but there remains a “clear disconnect” between usage and brands’ understanding of the technology, according to the Internet Advertising Bureau (IAB).
Despite the rapid increase in social media ad budgets, many senior marketers remain unconvinced by its impact on their firm’s overall performance and are still failing to integrate it into their wider marketing strategies.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Marketers are fond of declaring consumers don’t trust ads but the data doesn’t support it – only that they don’t like them, which is a different problem.
Passionate about the rise of “cooperative competition”, Co-op’s marketing boss Matt Atkinson believes the brand has a blueprint for success in 2021 built on collaboration and strong values, backed by a movement of 4 million members.
Air conditioning brand Nuaire did a complete U-turn on its positioning, which resulted in it creating a pipeline value of £7.4m in just five months.