In the age of AI, there are three key ground rules for marketing analytics.
At present, there is a justified enthusiasm surrounding generative AI. Recent experiences have shown that AI, like ChatGPT, can arrive at conclusions that previously required weeks of research and testing by human teams, which is both thrilling and intimidating. However, it’s important to note that the AI’s solutions need validation, as not all use cases […]
PepsiCo: ‘In-housing can increase engagement with agencies’
The approach involves a blended mix of in-house and external talent, where agencies are responsible for brand positioning, and the in-house team manages social aspects. Croix emphasizes that the goal is not to grow the in-house side of the business but to find the best solutions for brand challenges, which often involves a combination of […]
As losses mount, Ocado returns to marketing basics.
Ocado, the online supermarket, has made significant adjustments to its marketing strategy in the first half of the year. As part of a broader effort to cut costs, Ocado reduced its marketing budget by nearly £7 million, from £26.6 million to £20.1 million. The company’s Chief Financial Officer, Stephen Daintith, attributed this reduction to optimizing […]
The head marketer at Unilever believes that having the ‘right product at the right price’ comes before purpose.
Before focusing on purpose, brands should prioritize getting their product and price right, according to Conny Braams, Unilever’s outgoing Chief Digital and Commercial Officer. She emphasized that purpose can be a powerful way to differentiate brands, but the foundation of a strong value proposition, with the right product at the right price, must come first. […]
Sprite made greatest family infiltration picks up of any FMCG brand in 2022
Sprite was the fastest developing FMCG brand all inclusive in 2022, in terms of family entrance, agreeing to figures from Kantar, as the Coca-Cola Company invests behind the brand to create its situation more joined together all inclusive. Agreeing to the inquiry, detailed in Kantar’s ‘Brand Footprint’ 2023 report, the Coca-Cola Company-owned brand picked up […]
Coca-Cola ‘significantly’ ups promoting spend in planning for ‘dynamic’ 2023
Coca-Cola plans to preserve marketing speculation over the ultimate three months of 2022 after “significantly” upping spend within the third quarter, because it looks to preserve the “long-term wellbeing of the business”, CEO James Quincey has said. Speaking on a call with financial specialists (25 October), Quincey and CFO John Murphy said Coca-Cola is […]
McDonald’s worldwide CMO on turning around its ‘cultural wallpaper’ picture
McDonald’s worldwide CMO Morgan Flatley has conceded the brand was “a small meaningless” to customers back in 2019. Talking at the Cannes Lions Celebration of Inventiveness recently (20 June), she said the quick nourishment mammoth has been doing a part to cure this and move absent from what was depicted by the have as the […]
The influence of both brand and performance marketing is praised by MoneySupermarket Group.
According to the MoneySuperMarket Group’s CEO Peter Duffy, the company is “probably in [its] best shape ever” as a result of the performance and brand marketing initiatives that are fueling growth. The company’s direct to site online traffic increased by 25% during the first half of its 2023 financial year, which ended on June […]
How Brands Can Embrace the AI Revolution
AI’s Silent Influence Artificial intelligence has quietly been reshaping our digital experiences, from personalized product recommendations on Amazon to Meta’s sophisticated ad targeting. The emergence of generative AI, capable of creating diverse content, promises faster and more accurate workflows. While we’re currently in a transitional phase, AI is set to seamlessly integrate into our everyday […]
A Guide to B2B Content Success
During the live session, Davidson emphasized the importance of experimentation in leveraging new technology to optimize content creation, activation, and delivery. Moving beyond simple A/B testing, she encouraged nuanced experimentation, such as testing different interactions, content variations, and delivery methods, while incorporating progressive profiling and omnichannel activation. This approach, based on data-driven insights and customer […]