By John McCarthy After a week of mixed messages from Uefa about Pride displays at Euro 2020 venues, advertisers are now lighting up the tournament with rainbow pitchside ads. The Drum speaks to the brands using the mammoth stage afforded by their sponsorship to show their support for the LGBT+ community, and questions why it took their influence to force Uefa’s hand. It all started at the Allianz Arena, around home nation Germany’s fixture with Hungary. The Hungarian government had just passed a law banning gay people from featuring in school educational materials or TV shows for under-18s, and the Germans weren’t Read full story › Source: The Drum...
Read MoreWith digital trends accelerating, it’s more important than ever that marketers know how to build strong, data-driven marketing strategies. Data-driven marketing is a type of marketing strategy that is based on using consumer information to develop and optimize marketing campaigns and messaging. It is extremely impactful because marketing efforts are based on online trends and are specifically tailored to the organization’s target audience. To successfully implement a data-driven strategy, marketers need to know how to gain relevant insights from marketing intelligence tools. This report will walk you through the best practices for using Similarweb’s Digital Marketing Intelligence platform in order to build the perfect Read full story › Source: The Drum...
Read MoreBy amit bapna The Drum speaks to New York-based Michelle Doti Taylor, head of sports sponsorships at Tata Consultancy Services on why the company opts to invest in marathons, as part of its marketing suite ahead. Tata Consultancy Services (TCS), the leading global IT services, consulting and business solutions organization, recently announced signing a six-year partnership with London Marathon, the iconic mass sporting event that was first held in 1981. The title sponsorship will come into effect from 2022. TCS is not new to marathon marketing and has been associated with major marathons across the world, including New York, Amsterdam, Singapore, and Mumbai over Read full story › Source: The Drum...
Read MoreBy Shawn Lim Grab is continuing to boost the capabilities of its advertising offering to support the needs of brands and marketers at scale in a post-cookie world. The Drum finds out more about Grab’s plans as the industry moves towards a privacy-first model. With the impending death of the cookie, albeit now delayed by Google, brands will have to find new ways to reach, engage and move their audiences to action. At the same time, the need to provide more personalised, relevant customer experiences is still crucial to ad success, forcing brands and marketers to pay attention to where their data is sourced Read full story › Source: The Drum...
Read MoreBy Rumble Romagnoli The influencer marketing industry is on track to be worth $15bn by 2022, with many mass-market and ultra-luxury brands alike considering influencers as a crucial part of their social strategy. Despite this, more and more of us are starting to experience influencer fatigue, with just 3% of consumers found to be influenced by celebrity influencers to purchase specific products in a recent study, and influencer engagement rates taking a hit on Instagram in recent years. Why traditional influencer marketing no longer aligns with HNW and UHNW brands In the luxury market, using influencers has always been fraught Read full story › Source: The Drum...
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