The rise of the digital age and big data means marketers have access to behavioural data that can be used to target individual consumers and change segmentation models in real time, but demographics still dominate media buying.
John Lewis’s ‘Monty the penguin’ Christmas ad took all the plaudits last year but in 2015 brands will need to take an integrated approach and choose the right mix of tactics, as well as preparing for the sales peaks of Black Friday and Cyber Monday.
Marketers hear no end of reports on the growth of programmatic advertising and opinion columns on why they should adopt it, but how many understand what data they should use to power their buying? We asked brands for their advice.
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
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.