Kathy Parker is senior vice-president of marketing innovation at Diageo. She writes about innovation culture for Marketing Week - how should marketers innovate in products, capability or marketing channels? She has recently joined as a Marketing Week columnist, taking over from her colleague Syl Saller (now chief marketing officer at Diageo).
Brands should be using insight to better understand specific consumer behaviour.
Two big themes have emerged so far: programmatic and native.
Email etiquette and email anxiety can derail best intentions.
Forget about content marketing and social for a minute and talk to your customers.
Our relationships with brands in the world seem to involve more kinds of verbal and visual language than ever before. And so much of what we see of a brand gets stripped down to the basics on small screens or brief flashes of content. In situations like those, a logo is a blunt tool, but phrasing and typography are the precision instruments.
It’s shocking that just two per cent of online retailers think personalisation is important.