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.
As Nina Bibby unveils her last major campaign for O2 after eight years heading up marketing, she says her team’s ability to drive commercial growth while delivering for customers is one of her proudest achievements.
In Mental Health Week, it’s a good time to highlight your brand’s efforts to protect staff wellbeing, but you need to spend the rest of the year putting them into practice.
The former agency boss replaces Jude Bridge at the helm of the marketing consultancy.
Currys is by far the superior brand of the four merging businesses, but a number of challenges lie ahead for the electrical goods retailer.