Target customers’ big similarities, not their little differences
JP CastlinAll too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.
How Heineken is reaching new customers through digital
Molly FlemingHeineken 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.
Marketoonist on customer-centric advertising
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Facebook refuses to revise micro-targeting policies ahead of the general election
Charlotte RogersPreferring 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.
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M&S ups marketing spend by a quarter in digital push
Sarah VizardThe retailer has significantly upped spend in marketing as it looks to target families and boost online sales through paid search and email.
Next opts for targeting over mass reach to boost sales
Ellen HammettNext 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.
Why Avon is ‘getting rid’ of its marketing rule book to attract Gen Z
Molly FlemingAs 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.
Marketoonist on demographics
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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P&G shifts from targeting ‘generic demographics’ to ‘smart audiences’
Sarah VizardThe 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”.
Watch: Ritson on how Gillette convinced consumers to switch to a more expensive razor
Marketing Week ReportersMarketing 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.
Watch: Ritson on how Dove’s Real Beauty campaign found the perfect balance between long and short
Marketing Week ReportersIn 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.
How to understand your ideal customer profile
Marketing Week PartnerTo deliver your marketing effectively online you need to know who your most important target customers are and where to find them. This webinar will help you do just that.
Brands found targeting junk food ads at children online
Sarah VizardAn investigation by the ad watchdog found brands including McDonald’s, Lidl and Marks & Spencer running ads for food high in fat, sugar or salt alongside videos on YouTube channels directed at children, although there is no suggestion the companies were actively targeting under-16s.
Disruption comes from ideas, not just tech
Andrew GeogheganThere are five key ways for brands to grow and disrupt a category, none of which begin with data or technology.