Social is the go-to channel for product launches
Marketers are swapping TV for social media as they take a test-and-learn approach to product launch marketing.
Marketers are swapping TV for social media as they take a test-and-learn approach to product launch marketing.
Barnaby Dawe, global CMO of food delivery app Just Eat, on why the brand is investing in improving customer service and streamlining the order process to meet consumer demands for greater convenience.
A survey of more than 2,000 UK adults reveals product launches are not leaving a lasting impression on consumers and social media does not always live up to the hype of being the place to be. Marketers therefore need to customise launches in order to maximise investment.
Facebook and Google are further exploring mobile opportunities with the launch of six new features in a bid to attract more advertisers.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.