Consumers have a greater appreciation of their data’s value than ever before and how brands use it will ultimately determine whether they can build meaningful relationships with their target audience.
Unilever says it is adapting to the “titanic shift” towards people owning their own data by adapting its approach to marketing to drive trust, relevance and added value for consumers.
Spotify is to launch its “most concerted” global marketing effort to date to support the development of its ‘Year in Music’ initiative as it looks to keep people engaged by promoting music in the same way broadcasters promote TV shows.
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.