Other concerns dominate in the short term, the Rubicon Project notes. “The market currently lacks rules around transactions between publishers, demand partners and their advertisers. This lack of clarity around the rules of engagement has led to price erosion, data leakage and channel conflict within the market,” said COO Craig Roah.
Seventy-four per cent of new-build home owners have had difficulties ordering goods and services, according to research by Royal Mail.
According to the findings of the DMA’s inaugural Value of DM report, the direct marketing industry now generates £205 billion of sales in the UK every year. This is an incredible sum, but the sensational numbers only convey the financial value of the industry – they do little to convey the actual value of DM to the people who buy the products and earn their living from the profession.
Alistair Leathwood, managing director of FreshMinds Research, explains how social media monitoring can open up new doors for brands to understand their consumers.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
Consumer confidence has dropped due to concerns about rising tax, food and fuel prices, while the end of the furlough scheme means consumers are “slamming on the breaks” in anticipation of economic hardships.
General Mills, owner of Häagen-Dazs, Old El Paso and Yoplait, is increasing investment in digital and data and it steps up efforts to go direct-to-consumer.
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.