It is fashionable to believe marketers today should aim for mass market penetration and that segmenting, targeting and positioning are things of the past. For most brands that is a fallacy.
Marketing has an increasingly integral role in business growth but research shows it still has a job to do to change its perception as the colouring-in department.
The Co-op is ungovernable, according to its former boss Euan Sutherland, who resigned today (11 March) after what can only be described as a torrid 10 months at the helm. It also looks increasingly unmarketable as it lurches from one disaster to the next. Yet now more than ever the Co-op Group must remind customers what it stands for, what it means to people and the valuable role it plays in community life.
Procter & Gamble promises to maintain its investment in “brands that are winning” following the departure of CEO David Taylor, who credits innovation and superior brand communications for driving a 7% boost to net sales.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From helping employees avoid burnout to Diageo hailing marketing a “big driver” of the company’s performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Diageo’s focus on marketing effectiveness paying off to EasyGroup adding yet more brands to its stable, catch up on this week’s biggest marketing news.
Machine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.