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.
Heineken used its sponsorship of the UEFA Champions League to attract new digital consumers, dispelling the myth that digital only increases sales penetration among loyal customers.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Brands have a stereotypical image of Gen Z as mobile-first, TikTok-loving digital natives, but marketing effectively to them as adults will require a more sophisticated understanding of what they care about.
Ralph Lauren turned to data to learn more about its customers and wean them off a diet of discounts.
Preferring to focus on the robustness of its transparency policies, Facebook has no plans to revise its micro-targeting policies or its approach to political advertising as the UK general election looms.
The retailer has significantly upped spend in marketing as it looks to target families and boost online sales through paid search and email.
Next is cutting its investment in ‘non-digital’ advertising in favour of digital as it looks to reach online customers who are more likely to convert.
As the brand competes with disruptors such as Fenty and Glossier, it is focusing on a three-point plan to ensure it is relevant to younger consumers.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The FMCG giant claims a focus on more precise targeting of audiences such as first-time mums is helping its advertising reach “the right people at the right time, in the right place”.
Marketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion.
In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost.