Boots is trying to reach almost all UK consumers with its new ads, but is pairing them with targeted performance marketing – and it needs both.
Brands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.
When you place advertisements or send out mailings you want to be sure they’re viewed by the right people. Geodemographic techniques will tell you where your clients are.
Representing £300bn in spending power, multicultural communities are a market no brand should ignore, and which each need their own approach to communications.
The end of third-party cookies might feel like a disaster, but brands should embrace the change and prepare themselves to thrive in the first-party data era.
The last 12 months have seen significant changes in consumer behaviour due to the pressures of Covid-19. Here are some of the most important for marketers.
The road to growth in B2B starts with understanding that irrespective of size or positioning, a brand’s main competition are the biggest brands in its category, as shown by a major new study from the Ehrenberg-Bass Institute.
Retailers and brands can drive the recovery of physical store sales through first-party data collaborations, helping to reach the customers most inclined to buy there and improve their shopping experience.
Collaboration, transparency and privacy is the combination that can see advertisers through.
Critics might scorn the fit but consumers care little about corporate ownership, and acquiring the Debenhams brand at a knockdown price helps Boohoo target more profitable customers.
Ralph Lauren turned to data to learn more about its customers and wean them off a diet of discounts.
Just as technology evolves, so do audiences. The gaming companies achieving success are the ones who adjust, adapt and embrace the ever-changing landscape.
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.
The internet has facilitated an explosion of niche interests among consumers, which means brands need to understand the connections between them in order to find and reach the right audiences.
All too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.