The algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.
The industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
Creating a lower carbon alternative is one thing, but brands still need to get people to choose it, and marketing and advertising has the opportunity to be the driving force in helping people make the transition.
Economists have suggested the UK’s recovery will be K-shaped, as the rich get richer and the poor get poorer, which means marketers must understand which bucket potential buyers are in and adjust strategies accordingly.
When Google’s market power is being assessed, Google and its customers can’t be the only marketing voices being heard – other marketing experts must be brought to the table.
The importance of value for money in marketing analytics will rise, new and better ways of evaluating the online customer experience will emerge and digital-first brands will focus in on market mix modelling.
Search data reveals a lot about what consumers want and can inform on how to position a brand for growth and even what words will work best in a campaign.
Confusion over the twin functions of digital advertising could lead marketers into flawed decision making, especially when ads used to signpost customer journeys are treated as if they can generate demand.
Peter Field and Les Binet have shown us a model for how short- and long-term marketing work together but the reality is achieving this in practice is hard.
The brand boycott is about more than media effectiveness, but it is a good opportunity for marketers to work if they should be in the ‘love it’ or ‘hate it’ camp on social media.
Businesses may be looking for clear signs about when and where to invest their marketing budgets as lockdowns ease but with every category impacted differently, each must take their own course.
Marketers’ main response to coronavirus has been pessimistically cutting spend, but now they should prepare for the quick recovery economists predict.