With just three weeks to go until UEFA Euro 2016 kicks off, two separate studies suggest that TV is not the only option for brands looking to engage fans, who should be looking to target women as well as men across online, radio, print and mobile.
The UK’s richest 1% are more switched on digitally than their peers and many opt for mid-level goods over upmarket alternatives so brands may need to realign their thinking in order to target to this group effectively.
For a rebrand to be successful brands need to undertake extensive market research to ensure the new look or positioning is received positively and loyal customers don’t feel like the identity they know and love is being ripped away.
Marketers are increasingly keen to track the connection between consumers’ online searches and bricks-and-mortar buys, but social media also plays a growing role alongside search engines in people’s purchasing decisions.
Brands that don’t match words with deeds when it comes to their impact on society face the threat of vigilante justice, with Greenpeace having forced brands such as Tesco, Lego and Waitrose to change their ways over recent years.
Story of my CV: Having worked at Apple, Expedia and Skype at pivotal times for each brand, John Veichmanis has been at the forefront of digital innovation throughout his career, something which he has taken to his current role as CMO of luxury marketplace Farfetch.