Getting personalisation to pay
When it comes to personalisation brands need to make the choice between using cookies or hard data, and whether to target individuals or devices, but what offers the best return on investment?
When it comes to personalisation brands need to make the choice between using cookies or hard data, and whether to target individuals or devices, but what offers the best return on investment?
Harnessing the power of data to develop a single customer view and drive personalisation is a big focus for online holiday provider Secret Escapes, which following a £41m cash injection is aiming to become a multi-billion pound company by 2020.
Brands need to get a grip on their direct marketing or risk being deleted by ‘overwhelmed’ consumers.
With a move into wearable tech, in-game events and global expansion on the cards, Pokémon Go is devising new opportunities for brands to connect with its 20 million plus daily users.
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 Elon Musk sacking Tesla’s 40-strong marketing team to McDonald’s shining a light on the power of ‘stillness’, it’s been a busy week. Here is my take.
The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.