AI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
Co-op’s foray into the retail media network space comes off the back of an increased focus on first-party data and membership scheme changes.
The cyber security business, which owns brands including Norton and Avast, had marketing involved from the start in its latest product launch, an example of its customer-centricity, says marketing lead Krista Todd.
A multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
Car manufacturer Renault is seeking to reinvent itself in the eyes of younger consumers, with a new campaign that urges them to ‘Rethink. Renault’.
François Bazini says brands “get lost” when they look for growth in the wrong places and explains why it was so important for Ribena to bring back its ‘Berries’ characters.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
Over half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
As M&S launches its first dedicated menswear campaign in eight years, its marketing director Anna Braithwaite talks about why men are easier – and harder – to convert into customers.
At the opening session of the Festival of Marketing 2023 Mark Ritson broke down the state of the industry in 2023 – with a particular focus on what it is doing wrong.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Millennials are no more similar to each other than they are to Gen X or Gen Z, so it’s time to leave this lazy approach to segmentation behind.
Vodafone’s youth focused brand has launched a campaign aimed squarely at Gen Z, shifting its focus away from millennials as it looks to better reflect today’s young consumers.