The total advertising audience on Facebook is thought to consist of around 2.14 billion people. What’s more, the average Facebook user clicks on 12 ads per month. For advertisers and brands, Facebook has long provided a huge opportunity to reach a large, targeted audience. But it isn’t without its challenges. The most recent challenge to… Read more »

In today’s saturated consumer landscape, the marketing teams that win are the ones that earnestly ask what each customer wants, and relentlessly use data to find the answers. In recent years, analytics and predictive models have enabled forward-thinking marketers to get ahead. But as these techniques get more ubiquitous, the competition is catching up. So… Read more »

The Covid-19 pandemic has profoundly altered consumers’ needs. Specifically, customers who once settled for basic customer service now crave brands that make them feel valued, safe, and happier. Adjusting omnichannel marketing strategies to adapt to changing needs is always important, and now it is essential for building brand preference and loyalty. Companies that instinctively pivot… Read more »

Consumer brands seek to establish direct relations with end customers for a range of reasons: to generate deeper insights about consumer needs, to maintain control over their brand experience, and to differentiate their proposition to consumers. Increasingly, they also do it to drive sales. While some brands have considered establishing a direct-to-consumer (DTC) channel in… Read more »