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?
Secret Escapes CMO on driving acquisition through personalisation
Charlotte RogersHarnessing 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.
How to avoid being deleted by consumers
Charlotte RogersBrands need to get a grip on their direct marketing or risk being deleted by ‘overwhelmed’ consumers.
What next for Pokémon Go?
Charlotte RogersWith 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.
Brand diagnosis and the cost of living crisis: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
‘Smartphones on wheels’: Why Ford is prioritising innovation as cross-category comparisons rise
Lucy TesserasConsumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
What to consider when measuring influencer marketing
Econsultancy TeamAs brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.