Tesco has fundamentally shifted the way it views loyalty to be about the retailer being loyal to customers in the wake of its poor performance over the last year.
An embarrassment of riches. That’s the perfect phrase to sum up all the learnings and insights delivered by more than 200 speaker sessions at Marketing Week Live (MWL) last week. Hundreds of marketers gathered to hear the latest thinking on strategy and innovation and meet suppliers that could provide clever solutions – all with the aim of helping brands gain that vital competitive edge.
Kimberly Kriss, senior vice president of marketing at AEG Europe discusses the need to put science back into marketing to prove its value to building business and the importance of understanding which channels customers are using.
The last episode in the series examines how artificial intelligence can influence and assist the creative process, and how big its role might be in the future.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
All too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.
Some brands cut spend by 97%, while others increased it by more than 100%, as companies took varying approaches to managing the fallout from the coronavirus pandemic.