This is an auspicious week, as after four years and 204 columns, this Secret Marketer is going to emulate his heroes, Dr Who, James Bond and the Stig and metamorphose into a new Secret Marketer – this is the last article to be penned by yours truly.
Humanities graduates who are highly numerate make the best data scientists, says dunnhumby co-founder Clive Humby, but the obsession with digital skills means brands are neglecting communication and business awareness.
With social networks increasingly looking at social commerce, giving consumers the opportunity to buy direct from brands, marketers need to understand how to convert today’s browsers into tomorrow’s buyers.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.
Previewing his Cannes Lions keynote session, Unilever chief marketing and communications officer Keith Weed says focusing on quality and diversity will make consumers more open to ads where they see themselves reflected.