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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As research from Kantar reveals segmenting audiences by experience and behaviour could make targeting up to four times more efficient, marketers explain why segmentation should “underpin everything”.
It takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
We arm you with all the numbers you need to tackle the week ahead.
True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
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.
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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.