Viewing entries tagged
marketing
Millennials and women prefer independent labels to designer and luxury brands, according to a study by creative management platform Flite.
Twenty-three percent of women and millennials are likely to buy independent labels, compared to the 14 and 19 percent, respectively, which are apt to purchase luxury brands. Luxury brands are thus tasked with ensuring these consumers switch their preferences as income begins to increase.
So your company has decided to go the way of Unilever and "zero-base" its marketing budgets. You Google the term, and what you see gives you chills. For example, The Wall Street Journal calls zero-based budgeting "an arcane-sounding financial tool that slashes costs by focusing on details as minute as how to make photocopies."
Advertisers, and the marketing campaigns they execute, are often categorised as either branding or performance, with completely different strategies and objectives. Giles Goodwin (pictured below), CEO, Flite, speaks to ExchangeWire about how marketing shouldn’t be viewed so parochially as branding or performance; but, instead, that we have the capabilities to be able to achieve both.
