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.
Marketing Week reveals the top 10 marketers in media and telecoms, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From revealing the Top 100 most effective marketers to gaining lessons from brands undergoing an IPO, it’s been a busy week. Here is my take.
The high street retailer is introducing an advertising offering for brands, spanning campaign planning, creative development and measurement, a move CMO Pete Markey describes as “central” to the Boots marketing strategy.
Marketing Week reveals the top 10 marketers in general retail, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.