Targeting
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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Why P&G is moving away from targeted Facebook advertising
Leonie RoderickProcter & Gamble has admitted its targeting went “too narrow” and that mass reach remains important as it looks to stay front of consumers’ minds.
How startups can use marketing to attract investors and fight off competition
Jonathan BaconMore than 600,000 startups were registered in the UK last year but those that have the best chance of securing funding for future growth are the ones that put marketing high on the agenda.
How marketers can use data to deliver on-brand promises in a targeted way
David BurrowsTargeted marketing means tailoring your messages to the preferences of different audience segments, but how do brands achieve this while staying true to the central promises they make to all customers?
How Guinness attracted 1.5 million customers in under a year
Marketing Week ReportersDetermined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Tesco accused of misleading customers with ‘unclear Clubcard pricing’
Rachel LawlerConsumer group Which? says Tesco’s Clubcard Prices deals are unclear and “could be breaking the law”, but even if Tesco is forced to make prices clearer analysts suggest it won’t have “any real negative impact”.
Everything old is new again: Why are brands resurrecting old assets?
Niamh CarrollBrands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
Heinz Beanz consideration drops following price increases
Rachel LawlerHeinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.