Boots is trying to reach almost all UK consumers with its new ads, but is pairing them with targeted performance marketing – and it needs both.
Marketing director Ross Farquhar says planning and preparation helped the mochi ice cream brand take advantage of sudden social fame.
Targeting narrow segments, regularly changing creative and constantly optimising campaigns are all antithetical to growth, yet they’re exactly what marketers are incentivised to do.
For 75% of marketers, the pandemic has permanently shifted how they communicate and collaborate at work, according to the seventh edition of Salesforce’s ‘State of Marketing’ report. At the Festival of Marketing, senior marketers from Metro Bank and Just Eat shared how they are overcoming new challenges and realising new opportunities.
Is personalisation still relevant, or even achievable, in a post-cookie world? Perhaps, if marketers are willing to lean in closer to consumers, suggests GSK’s Jerry Daykin.
Two years ago, the travel agency was front and centre in the news as it slowly crumbled under the crushing weight of its own debt. Now the brand is back on the market, rebuilding online with a new proposition.
With the right question, strategic investments, a range of methodologies and a “brilliant learning plan”, even those marketers with a small budget can produce effective and efficient research.