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.
Mark Ritson, Helen Edwards and CMOs from Nationwide and KFC confirmed for a new March event called The Bottom Line that will deliver insight into what marketers should spend their time and money on.
Former Costa Coffee CMO Sarah Barron has been appointed to lead the restructured team, filling the role which has been vacant since ex-McDonald’s marketer Emily Somers departed last March.
Direct-to-consumer brand Thinx challenged people to think differently about menstruation.
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