Getting personalisation to pay
When it comes to personalisation brands need to make the choice between using cookies or hard data, and whether to target individuals or devices, but what offers the best return on investment?
Secret Escapes CMO on driving acquisition through personalisation
Charlotte RogersHarnessing the power of data to develop a single customer view and drive personalisation is a big focus for online holiday provider Secret Escapes, which following a £41m cash injection is aiming to become a multi-billion pound company by 2020.
How to avoid being deleted by consumers
Charlotte RogersBrands need to get a grip on their direct marketing or risk being deleted by ‘overwhelmed’ consumers.
What next for Pokémon Go?
Charlotte RogersWith a move into wearable tech, in-game events and global expansion on the cards, Pokémon Go is devising new opportunities for brands to connect with its 20 million plus daily users.
TikTok on empowering the next generation of Paralympians
Amrit VirdiTikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
Balancing promotions and the rise of Guinness 0.0: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Barclays appoints VMO2’s Simon Groves as global brand boss
Niamh CarrollSimon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
One CMO on coming ‘home’ to marketing after years in general management
Niamh CarrollCMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.