How to get the timing right for Christmas-driven marketing
New research suggests marketers are at risk of alienating consumers if they mistime their Christmas messaging so using real-time behavioural data to target at key shopping times is crucial.
Does Christmas advertising really get earlier every year?
Sarah VizardBarely had we finished wiping the Halloween make-up of our faces then we were hit with the first wave of Christmas ads. But does the marketing actually start earlier every year and will that equate to a boost at the tills?
M&S focuses on ‘bite-size moments’ for mobile-first Christmas campaign
Lucy TesserasMarks & Spencer has taken a mobile-first approach to its Christmas ad campaign, upping digital spend to 25% for the first time ahead of what marketing boss Patrick Bousquet-Chavanne predicts will be the “biggest online Christmas ever”.
Ferrero commits £4.9m to Thorntons media push ahead of relaunch
Charlotte RogersA year on from its acquisition of Thorntons, confectionery group Ferrero is prepping the brand’s first TV ad for seven years to support the relaunch of the chocolate retailer.
Brand diagnosis and the cost of living crisis: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
‘Smartphones on wheels’: Why Ford is prioritising innovation as cross-category comparisons rise
Lucy TesserasConsumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
What to consider when measuring influencer marketing
Econsultancy TeamAs brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.