Account-based madness: The new craze in B2B
Jon LombardoAccount-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
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Boots’ brand refresh shows big brands need targeting as well as mass marketing
Mark RitsonBoots is trying to reach almost all UK consumers with its new ads, but is pairing them with targeted performance marketing – and it needs both.
How to drive brand loyalty among the younger generations
Andrew BusbyBrands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.
How ‘geodemographics’ helps brands reach the right consumers
Marketing Week PartnerWhen 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.
How to build a multicultural marketing strategy – and why brands should invest
Marketing Week PartnerRepresenting £300bn in spending power, multicultural communities are a market no brand should ignore, and which each need their own approach to communications.
Swallowing the frog: How advertisers can succeed after third-party cookies hop off
Ed CleatorThe 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 consumer shifts that should inform your post-pandemic strategy
Marketing Week PartnerThe 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.
Ehrenberg-Bass: Narrow targeting ‘counter-productive’ to B2B growth
Michaela JeffersonThe 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.
Ecommerce, adtech and privacy: How 2020 has transformed the future of the high street
Vihan SharmaRetailers 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.
The death of third-party cookies is inevitable, the death of effective digital advertising is not
Marketing Week PartnerCollaboration, transparency and privacy is the combination that can see advertisers through.
There’s no downside for Boohoo in buying Debenhams’ brand
Mark RitsonCritics 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.
How Ralph Lauren used segmentation to reignite brand love
Matthew ValentineRalph Lauren turned to data to learn more about its customers and wean them off a diet of discounts.
The next generation of gaming calls for next-gen marketing
Ciaran NorrisJust as technology evolves, so do audiences. The gaming companies achieving success are the ones who adjust, adapt and embrace the ever-changing landscape.
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To win the biggest legal battle in marketing, Google must show who its competition really is
Mark RitsonGoogle 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.
Who are today’s ‘mainstream’ consumers and how can brands reach them?
Marketing Week PartnerThe 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.