Rapid grocery delivery service Getir has launched its first TV advert as it aims to differentiate its brand and lead in the crowded and fast growing sector.
Bill evaluation platform Ismybillfair is launching its first major TV push in partnership with ITV, as it looks to capitalise on the “mass appeal” of its offering and take on the market leaders.
According to strategists, this “dramatic shift in momentum” is a result of online brands needing to build “mental real estate” with consumers without the presence of physical stores, and is likely to continue in the long-term.
Online grocery sales are beginning to plateau after ballooning during the pandemic, but one subset of the market primed for further growth is fast-track deliveries, which are expected to be worth an estimated £3.3bn in the UK.
From a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
M&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.
By working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
Addressing marketing’s lack of socio-economic diversity could be the key to creating a more inclusive industry in general. However, making a difference starts with taking practical steps.