There’s no more terrifying phrase in marketing than ‘big data’, but once you start to understand it you realise adoption doesn’t have to be complicated and it won’t replace marketing expertise.
From chatbots and AI to breaking the Google and Facebook duopoly, brands at Web Summit in Lisbon ambitiously embraced tech as the cornerstone of future global growth.
While the seemingly exponential rise of data can seem daunting, marketers from Marks & Spencer, Disney and the BBC believe there is a way to make sense of all the information to better target and delight consumers.
The latest IPA Bellwether Report shows small signs of improvement compared to the “nadir for UK marketing budgets” seen during the second quarter, but the devastating effects of Covid-19 continue to be felt across all sectors.
Greenpeace wants to take on the meat industry in the same way it took on fossil fuel companies to create the link between its actions and climate change.
Google might have an 80% share of the search market, but as the investigation by the US Department of Justice will no doubt show there are now many more ways people find information online.
Corporate-NGO partnerships have become increasingly important as brands seek to live up to their purpose during a year characterised by Covid-19 and global calls for social justice.