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?
Virgin Media cancelled a planned ad shoot at the last minute over concerns about coronavirus and instead created a campaign to champion the spirit of the UK that it hopes will resonate because of the work it is doing behind the scenes.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Calverley is taking on her first general management role after a 15-year career in marketing and has been tasked with securing a “sustainable and profitable future” for the sleep wellness company.
By embracing innovative technology and ideas, arts organisations are finding new ways to survive the lockdown and build engagement for the future.