While the great marketing divide debated traditional vs. digital and old vs. new, TV and digital marketers went to battle by picking sides. However, actual consumer consumption trends don’t support this.

Even when presented with hard evidence many marketers still fail to rectify their poor investment decisions, writes Bob Wootton.

Mars spends most of its advertising dollars for its pet food brands — including Pedigree and Whiskas — on TV, according to the food group's marketing chief

Who will own the future of the trillion dollars or so spent on marketing every year? Many people believe this arena will be dominated by whoever controls the most and best consumer data, combined with the most and best opportunities to connect that data with massively scaled touchpoints

Mass marketing is giving way to massive customisation, from focusing on averages to individuals, and this means marketers have to think very differently than in the past, according to Unilever’s Chief Marketing and Communications Officer.