To make the most of opportunities offered by large-scale sporting events, advertisers should establish mobile-first campaigns, partnerships and incentives whilst also ensuring agility in their approach.
Brands need to build a marketing canal across the 'isthmus' to allow consumers to select the lane or lanes that best fit their needs and the media channels (omnichannel marketing) that allow the brand to communicate with the prospect and the consumer to respond to the brand.
Unlike the science fiction world predicting a future we should fear, we should be excited by marketing opportunities that AI technology is going to bring, writes Mark Varley.
The travel industry has historically been to 'lead' customers and not to 'listen'. Michiel Blonk, global e-acquisition manager at KLM Royal Dutch Airlines discusses how tech and approaching advertising from another angle, enables the airline to deliver personalisation at scale and drive passenger advertising.