New research suggests the marketing industry is focusing too much on short-term marketing effectiveness and that this is having a negative impact on awareness, share of voice and ultimately profits.
Diageo says it shaved £72m from its marketing budget by consolidating media buying and switching money to more efficient channels as it the company stepped up efforts to improve profitability.
Analysis by YouGov suggests ‘Remainers’ are most likely to be impacted as Unilever and Tesco argue over who should absorb the costs of the falling value of the pound following Brexit.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
From the challenges of personalisation and the data needed to ensure it is effective, to best practice examples and how to measure success, this guide offers an overview of everything brands need to consider when it comes to ecommerce personalisation.
Brands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.
While on the surface it might appear they don’t have much in common, gourmet popcorn brand Joe & Seph’s and FMCG giant Essity both agree the pandemic has made innovation more important than ever.