Like magpies searching out shiny objects, we have found some interesting articles from the last week and put them all in one place for you. Enjoy!
UK brands must be innovative to combat decline in value
In September, Kantar Brandz warned that UK brands had lost 13% in brand value over a 12-month period. Kantar UK’s chief growth officer Jane Bloomfield says that in order to grow, UK brands must understand which trends have accelerated during the pandemic and are here to stay, responding innovatively in order to thrive rather than just survive.
Influencer marketing is creating a ‘new shop window’
Brick-and-mortar retail has been suffering over the past 12 months, with ecommerce jumping in to fill the gap left behind. But this raises a new question - how do you fill the visual gap created by the loss of carefully curated window displays and in-store video campaigns? This is where online influencers come in...read about how to leverage the power of influencer marketing here.
How to do more with less when it comes to data
The last two decades have seen unprecedented levels of data collection, but things are changing, with consumers no longer being comfortable allowing unlimited access to their information. Brands should look to ‘put data frugality at the heart of their actions’...but how can this be achieved? The Drum offers an answer here.
Should we be preparing ourselves for a hybrid future of events?
We’ve been waiting for a return to in-person events for a good while now, and most marketers expect a return to live events next year...but what will they really look like? According to the experts, we are likely to see a mix of events which are entirely online, as well as live events supported by digital tools. Read more about what this could entail here.
Only 1 in 10 mobile users with iOS 14.5 have allowed ad tracking
Flurry Analytics found that only 11% of iOS 14.5 users have allowed ad tracking, a number that drops to 4% in the US. This presents a challenge to the $200bn+ spent on mobile advertising.
Marketers struggle to keep up with the many channels through which consumers interact with brands
According to research by Upland BlueVenn, consumers interact with brands across a mix of 20 channels on average, and they expect their experience to be consistent across all of them. 83% of marketers believe it is a challenge to establish a unified consumer experience across all channels.
Festival of Marketing launches event to help marketers think ahead for the future
The event is called ‘Fast Forward’ and will offer insight into what marketers need to help grow their brands and bolster their careers, featuring CMOs from Unilever, JustEat and Amazon. It will take place from 7th to 10th June 2020, with each day tackling a different theme.
Demand for takeaways, TV and TikTok surged during lockdown
IPA data shows that there has been a 45% increase in the number of people ordering in since the pandemic began, and an increase of 17% in time spent watching TV. The analysis examines how the latest lockdown affected the lifestyles, media choices and communication habits of UK consumers between now, the first 2020 lockdown and pre-lockdown 2020.