Despite the convenience of online shopping many shoppers abandon their baskets, but by using on-site data brands can swing the decision in their favour by understanding when intent to buy can be converted into a sale.
Brands can gather a wealth of data from consumers to help tailor messages, but the aim is not always to drive instant sales – data should also help personalise brand marketing at the awareness stage.
A data management platform is increasingly necessary for brands as the volume and variety of consumers’ interactions with them grows, but how do marketers make sure their DMP doesn’t start managing their strategy too?
Procter & Gamble promises to maintain its investment in “brands that are winning” following the departure of CEO David Taylor, who credits innovation and superior brand communications for driving a 7% boost to net sales.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From helping employees avoid burnout to Diageo hailing marketing a “big driver” of the company’s performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Diageo’s focus on marketing effectiveness paying off to EasyGroup adding yet more brands to its stable, catch up on this week’s biggest marketing news.
Machine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.