Festival of Marketing delegates debated how to personalise efficiently while building customer trust, with suggestions ranging from new roles for ‘gold nugget miners’ to simply paying attention to customers’ experiences.
Looking to accelerate its transformation from a reliance on catalogues to a fully digital ecommerce approach, Studio Retail used data and modelling to discover how customers could be more effectively reached through digital and TV marketing.
Brands heading into a likely recession need to plan using data that can quantify the impacts of reducing, maintaining or even increasing marketing budgets.
In uncertain times, having control of your digital assets is essential. Even as organisations tighten their belts, investing in marketing remains good practice.
Some of the UK’s most illustrious marketers give their views on the value of personalisation and how brands can balance it with a privacy-first approach.
Nielsen’s new analysis shows 50% of planned media channel investments are too low for optimal ROI, while planned spending overall is also 50% too low.
Marketing ethics is an increasingly complex and risk-strewn area, which makes it more important than ever for marketers to be well versed in its principles.
Common metrics such as reach, frequency and impressions tell marketers nothing about advertising effectiveness. Attention is the metric that matters.
Communication is vital for collaboration, but developers and designers sometimes seem to speak different languages – here’s how to bridge the gap.
Brands can’t pay lip service to sustainability, they must back up their creative with planet-friendly behaviours, the newly launched agency Morpho believes.
Insight-driven decisions and a data culture that supports creativity are the lynchpins of the CMO role in today’s digital economy.
What’s a newsletter sponsorship, and how can it work for your brand? Here’s what you need to know to make the most of this tactic.
At the Festival of Marketing, Vodafone and Tealium talked through the personalisation promise being delivered by customer data platforms.
In the last two years, the digital ecosystem has changed drastically, as has the way customers engage and interact with digital platforms. Yet currently too few companies are managing to keep up and reflect this ‘new normal’. So, what’s the solution?
If marketers want to create digital campaigns that resonate with the right consumers, then context – be it ad placement, targeting or creative – is crucial.