Alex Tait is a veteran digital marketer, serving as digital acquisition chief at American Express, head of digital marketing at the Post Office and chair of the ISBA Digital, Direct and Data Action Group. Alex writes for Marketing Week about the skills necessary to succeed in digital marketing.
Advertisers uncomfortable with embracing digital will need to make an intuitive leap at some point.
Opening up the analytics dashboard to everyone cheapens its value.
The launch of its first brand campaign proves Lidl wants to be seen as a supermarket, not just a discounter.
Real-time insight is an important step in becoming more relevant to consumers.
Brands should prepare for an explosion of ‘quantified self’ data.
Customers are now more demanding and marketers need to work harder to gain and retain their custom.
To succeed, Coke Life needs to be both low calorie and natural. It’s neither.