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.
Convinced more consumers will buy into its brands amid the cost of living crisis, Premier Foods plans to continue investing in marketing to grow market share.
As we head towards a cookie-less future and brands explore the open web, Asda’s Alex Crowe believes now is the time for retail media to shine.
Marketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.
Insight-driven decisions and a data culture that supports creativity are the lynchpins of the CMO role in today’s digital economy.