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.
Despite the explosion in digital content consumption and associated data, it’s becoming harder to measure campaign performance across channels in the digital age. Marketers need to compensate by combining data sets and reskilling themselves in techniques such as copy testing.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The Camelot CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Masters awards 2021.
Virgin Media O2 is launching its first proposition after the £31bn merger in June, as its new marketing director outlines the business’s dual-brand strategy, stating the “powerful equity” both have is “too good to scrap”.