Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.
Facebook has admitted it overstated how long users watch videos for on its site by up to 80%, but this is just a symptom of a digital ecosystem in which two players dominate and measurements look increasingly meaningless.
Unilever brands including Marmite, PG Tips and Colman’s have all been impacted.
Leslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
The consumer goods giant ‘reset’ its superior product portfolio, reducing the proportion of its products that are included in it, in order to fight ‘inertia’.
From the purpose backlash and a crackdown on advertising vices to the decline of the meat-free category, 2023 has not been a good year for everyone in the marketing world.