Marketoonist on understanding the target
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘It’s not a slam dunk’: How will AI impact segmentation and targeting?
Ian BurrellAI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
More data does not always mean more effective marketing
Jerry DaykinMedia buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
Co-op joins retail media network race
Molly InnesCo-op’s foray into the retail media network space comes off the back of an increased focus on first-party data and membership scheme changes.
One CMO on why marketing must be at the heart of product development
Josh StephensonThe cyber security business, which owns brands including Norton and Avast, had marketing involved from the start in its latest product launch, an example of its customer-centricity, says marketing lead Krista Todd.
How one brand hit 215% ROI with ‘sophisticated’ segmentation
Marketing Week ReportersA multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
Renault shifts focus to ‘upper end of mainstream’ as it looks to drive reappraisal
Chris SutcliffeCar manufacturer Renault is seeking to reinvent itself in the eyes of younger consumers, with a new campaign that urges them to ‘Rethink. Renault’.
Brands will be ‘eaten alive’ by private label if they don’t invest, warns Suntory marketing chief
Josh StephensonFrançois Bazini says brands “get lost” when they look for growth in the wrong places and explains why it was so important for Ribena to bring back its ‘Berries’ characters.
How Sage’s marketing rethink drove a 12% revenue boost
Marketing Week ReportersBy overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
If the automotive industry wants to grow it needs to target women
Helen JamesOver half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
M&S on its clothing reinvention and embracing men’s ‘rational’ shopping decisions
Chris SutcliffeAs M&S launches its first dedicated menswear campaign in eight years, its marketing director Anna Braithwaite talks about why men are easier – and harder – to convert into customers.
Mark Ritson: Segmentation is not the prerequisite for success
Chris SutcliffeAt the opening session of the Festival of Marketing 2023 Mark Ritson broke down the state of the industry in 2023 – with a particular focus on what it is doing wrong.
Marketoonist on third-party cookies
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketoonist on Generation Alpha
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Eight out of 10 millennials know demographics are horseshit
Mark RitsonMillennials are no more similar to each other than they are to Gen X or Gen Z, so it’s time to leave this lazy approach to segmentation behind.
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