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Pernod Ricard is to introduce real-time media buying for its Malibu brand, one of several digital marketing initiatives being readied to enhance the drink’s profile among younger consumers.
Location-based marketing is in vogue again, thanks to wearable technology and beacons. But the tactics must change as well as the gadgets if geo-targeting is not to fall flat for a second time.
Marketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
The outgoing group brand and reputation director explains why it’s crucial for marketers to avoid the “pet projects” of senior leaders and keep their eyes on the prize.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Britvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.