The 2024 Agenda: Social media becomes more widely used as a brand building tool
Lucy TesserasThe role of social media in brand building is becoming more widespread and is set to gain traction in 2024.
In-depth features, interviews and insights into marketing’s biggest issues.
The role of social media in brand building is becoming more widespread and is set to gain traction in 2024.
Brands are set to focus on monetising their existing valuable users rather than offering ‘free’ entry points and products that cut into their bottom lines.
Carefully chosen partnerships and a media blitz helped the company’s water fountain project divert 3.5 million plastic bottles from landfill.
Many FMCG brands have relied on price increases to drive growth during inflation, but this is unlikely to be sustainable as costs ease next year.
Data privacy laws are set to change again next year just as data partnerships take off.
As generative AI continues to gain pace, there has been much call for further regulation, which is expected to be introduced in 2024.
Pressures on budgets and big demands on marketing leaders are resulting in more marketers being out of full-time, permanent employment, and that looks set to continue into 2024.
A brand on the incline, Lucky Saint’s marketing director credits her time spent at Coca-Cola as influencing her approach to building brand consistency.
Brands continue to have to navigate a hyper-polarised world in 2024, in which they can be inadvertently dragged into political and social debates.
As the economy continues to falter more marketers are going to have to make their budget stretch further in 2024.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From unpicking what purpose means to P&G’s quest for “product superiority”, it’s been a busy week. Here is my take.
Marketing departments are acting now to meet growing privacy expectations, with a focus on internal organisational improvements.
Brands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
From the purpose backlash and a crackdown on advertising vices to the decline of the meat-free category, 2023 has not been a good year for everyone in the marketing world.