Starbucks’ Ian Cranna on the marketing team of the future
Coffee shop’s marketing director on the evolving role of marketers and why mobile is still under leveraged.
brightcove.createExperiences();
Coffee shop’s marketing director on the evolving role of marketers and why mobile is still under leveraged.
brightcove.createExperiences();
As it reaches its 21st birthday, executives from the retailer discuss changing purchase patterns, social media and the benefits of being part of a global set-up.
Sainsbury’s tie-up with Vodafone offers the retailer the opportunity to shore-up its mobile offering and keep abreast with rivals Asda and Tesco. Although analysts warn that its comparatively late entry into the market could prove a severe handicap.
Despite outrage from some quarters over accusations companies such as Google, Yahoo and Facebook handed over personal data to the US Government, the scandal has had little impact on consumer perception of the brands involved.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.