Working abroad forces marketers to ask questions of themselves and challenge received wisdom. Everyone should do it if they get the chance says Jessica Spence, vice-president of commercial, Carlsberg Asia.
Content creators are becoming a common addition to marketing teams, with marketers and ‘brand editors’ sharing an understanding of commercial and editorial goals, but questions remain over how to measure effectiveness and justify investment.
Recent ‘interactive’ poster campaigns from Birds Eye, Carlsberg and Pepsi haven’t just been gimmicks, but are part of a strategic move to get greater exposure and returns from outdoor advertising investment.
It is time to go beyond the data scientist and look to data artists to use their creative flair to solve business problems, provide analysis at a strategic level and make sure the right solutions are being implemented, says DataXu’s Bill Simmons.
Connecting big data is the best way for marketers to extract maximum value, says Media iQ’s Stewart Easterbrook. If marketers cannot access data in small, insightful packages, they are likely to face big data paralysis.
Consumers are accessing content across multiple devices at the same time and that means channel-based marketing is no longer as effective as it used to be. Turn’s Helen Miall says brands need to incorporate a data-driven approach to audience-based marketing to reach customers.
The bank brand will evaluate the performance of a new campaign for its Santander Cycles sponsorship every week, a much shorter period than normal, as it looks to move the industry away from long buying and production cycles.