While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
Given the environment, it’s not surprising that many brands are exploring the prospect of bringing their marketing analytics in-house. In the face of all that’s happening in the world, it’s not an irrational notion. But it needs to be executed in the right way.
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.
In the past year-and-a-half, we have witnessed dramatic shifts in consumer behavior and seen companies nimbly shift gears with varying levels of success.
In our latest research, we examine the challenges and accelerators affecting how and when consumers around the world will engage with the myriad forms of emerging technologies primed to make their lives easier and more efficient.
For brands to succeed today, they need to find ways to address the challenges women face. Making up half of the population, women are key influencers across the globe. And the reality is that women still shoulder most of the household responsibilities.
As manufacturers and retailers seek to capitalize on the opportunity of e-commerce, they need to understand consumers’ online usage, behaviour and habits, as well as what’s driving e-commerce adoption.
It’s undisputed that internet accessibility, mobile technology and digital innovations are redefining consumers every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyle well into the future.
Global sport's top-line metrics, notably global sponsorship and media rights spend, continued to point in the right direction in 2016 but it was also a year of rapid change across the industry.
Africa’s consumers are growing in numbers and in buying power. They also have a strong demand for products that meet their specific needs. So what are the best ways to reach Africa’s consumers, and how can marketers ensure they’re delivering messages and products that resonate?