Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?
After years of exponential growth in digital ad revenues have marketers swum out too far into the performance-driven sea and lost sight of the importance of brand-building?
In a world often driven by social media, brands are increasingly projecting an ethical stance
For marketing and advertising to be effective, it should reflect its audience or people will not buy in
Marketers, unlike colleagues in other parts of a business, may need to abandon obvious “best practice” to beat competitors
Brands offering convenience shopping and fast delivery must also provide top customer service to stay ahead in an increasingly competitive market
The drive to personalise consumer offers is moving from targeted customers to include the wider family unit
Taking on a rival business with aggressive comparative advertising is not for the faint hearted but certainly grabs attention