The FMCG giant says a greater focus on data-driven marketing and a programmatic approach to media buying is helping improve ROI, but admits it is struggling to hire enough people to run these more complex digital campaigns.Read more
Up against Tesco, Sainsbury’s, Asda and Morrisons, for two decades Lidl struggled to grow its market share any higher than 3%. Not only did its low-price offering lead consumers to assume it was low in quality too, Lidl was a small brand so the chances of increasing its share of voice and...Read more
Adidas’ outdoor division is drawing on the expertise of its wider athletic business while at the same time flexing its creative muscle in an attempt to demonstrate the direction it can take the global brand.Read more
Technically, the marketing funnel tries to map how target customers interact with a brand, from knowing it to buying it, with steps in between. But here’s the problem: there’s not just one purchase process. Exactly how people buy is complicated, differs by product and keeps changing.Read more
Marketers are increasing their budgets for ‘main media advertising’, even as overall marketing budget growth stalls, as companies look to build brand recognition and expand customer bases despite political and economic uncertainty.Read more
Amazon once again led the retail industry in MBLM’s Brand Intimacy 2019 Study, the largest study of brands based on emotion. Amazon’s Whole Food Market brand came in second. Read more
Consider all the data a retailer has on its customers, including name, address, email, phone, buying preferences, past purchase history, birthday, gender, etc. It’s a lot of data. Read more
Online sales growth has slowed for four consecutive quarters for the first time since 2012, according to FTI Consulting’s 2019 U.S. Online Retail Forecast, and may have reached an inflection point that could result in slowing growth moving forward.Read more
If brands had feelings, the unkindest epithet you could deploy about any one of them would be ‘me too’. That would hurt – like commenting on your fashion-conscious friend’s ‘sensible shoes’.Read more
According to a new survey of 983 consumers from custom signage provider Signs.com, the four most frequently shopped online retailers for Baby Boomers, Gen X, and millennials are Amazon, Walmart, eBay, and Target. Read more
Brands are increasingly thinking outside the box with fresh ideas to bring teams together, but will a new focus on cross-functional innovation within these teams lead to a better response to consumer needs?Read more
