As the make-up of online consumer audiences change due to the pandemic, brands are having to make sure they keep up.
The changing face of online shoppers, prompted in large part by the necessities of lockdown, has opened up opportunities for ecommerce brands.
From a fierce understanding of the customer to using storytelling to develop a personality online, brands like Gymshark and Eve Sleep are finding ways to cut through the noise and conquer ecommerce.
Danone uses social listening to get a deeper of understanding of what really matters to people, which has become all the more important since the onset of the pandemic.
M&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.
Entrants now have more time to apply for Marketing Week’s annual celebration of effectiveness, creativity and innovation.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.