Nic Travis, vice-president and head of digital marketing at credit card firm MBNA, says the key to keeping on top of data is to make sure systems are ‘deeply integrated’ and to work with specialist businesses rather than big agencies.
Social data is becoming a key part of online marketing campaigns, with Facebook data so pervasive that it can’t be ignored, but how do marketers deal with the fact that most social networks operate as walled gardens?
It is fashionable to believe marketers today should aim for mass market penetration and that segmenting, targeting and positioning are things of the past. For most brands that is a fallacy.
HSBC is expanding its purpose marketing strategy with its fresh platform ‘Opening Up A World of Opportunity’, after past efforts yielded return on investment.
We arm you with all the numbers you need to tackle the week ahead.
Marketing Week reveals the top 10 marketers in food and drink retail, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
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