Procter & Gamble has admitted its targeting went “too narrow” and that mass reach remains important as it looks to stay front of consumers’ minds.
More 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.
Targeted 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?
From the digital after-life to the growth of synthetic media, futurist Tracey Follows sets out the key trends that will shape the marketing industry over the next five years.
The School of Marketing is launching Mentoring Gen Z, which aims to connect young people with marketing leaders from brands including Boots and Direct Line in a bid to avert the “ticking timebomb” of youth unemployment.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.