How understanding users’ intent redefines context in digital advertising
Jaysen GillespieThe new era of ad targeting will involve understanding content context and user intent, rather than assumptions based on keywords and demographics.
Marketoonist on marketing AI agents
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
AllSaints on using ‘actionable’ consumer research to overhaul its social media strategy
Amrit VirdiLooking to reach GenZ and share relatable consumer stories, AllSaints is switching up its audience segmentation and social media strategy.
‘Declining budgets, added complexity’: Marketers on the segmentation skills gap
Josh StephensonSegmentation and targeting are prerequisites for finding new avenues for growth, so why are marketers neglecting both?
How B2B marketers are using AI to manage buying cycles
Jasper BaumannAs B2B buying cycles increase in length, companies are exploring the opportunity of using AI to better personalise customer journeys and align sales and marketing teams, which is helping to shorten the deal cycle.
What next for marketers as Google ditches opt-out for third-party cookies?
Grace GollaschIn the latest development of a five-year long journey, Google has abandoned plans to introduce a third-party cookie opt-out option for users.
One travel brand on how data added ‘richness’ to its segmentation strategy
Grace GollaschExplore Worldwide’s top marketer explains how data helped the firm better segment its audience, bring joy back into the brand and launch a worldwide book club.
How Virgin Money is ‘turning the lights back on’ with brand storytelling push
Amrit VirdiWith its new brand proposition, Virgin Money is hoping to bring banking to life for customers and set the business up for success following its buyout by Nationwide.
How LNER used AI to segment its audience and deliver more ‘precise’ campaigns
Grace GollaschTo address its “frequency challenge” LNER built a machine learning model to define “high-propensity” customers to target with email campaigns, resulting in higher conversion and less waste.
‘It needs to be like Goldilocks’: Brands on the personalisation ‘balancing act’
Grace GollaschWhile 100% of marketers claim to be personalising their marketing materials, 88% admit personalisation can feel intrusive, according to new DMA research.
How Barclays reached over 4 million people with hyper-local targeting
Marketing Week ReportersBy combining segmented data with a targeted media strategy, the bank drove awareness of its Barclays Local service across 15 communities.
Ignore anyone who tells you to forget about targeting
Mark RitsonTargeting is the start of strategy yet many marketers are being told they no longer need to bother with it.
From embarrassment to pride: How Wickes is addressing its ’empty awareness’ problem
Grace GollaschBy segmenting its audience into three groups, Wickes is aiming to create shifts in its marketing communication, without “throwing the baby out with the bath water”.
Reality Check: Find demographic differences that make a real difference
Ian MurrayDemographics are sometimes unfairly demonised but that’s because marketers aren’t using them correctly, argue Everyday People’s Ian Murray and Andrew Tenzer.
Why It Works: Tesla and the side effects of Elon Musk
Richard ShottonElon Musk has become an increasingly divisive figure in recent years – but can his rightward shift sell more electric cars? Behavioural science says it might.