Brands Are Stuck In ''20th Century" Marketing - Can A UK Entrepreneur Help Them Get Up To Speed? [Forbes]
TESCO PLC S/ADR (TSCDY)
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Source: Forbes
Richard Kelly became frustrated with brand advertising Source - Adimo “The e-commerce model isn’t broken,” says Richard Kelly, co-founder of UK advertising technology company Adimo. “So we’ve focused on FMCG marketing. That’s where there is a problem. That’s where there is a pain point.” To be more specific, when Kelly talks about e-commerce, he is seeing it from an advertising perspective and he’s talking about the kind of advertising and marketing campaigns that are designed not necessarily to drive engagement or build awareness, but to persuade consumers to click through to a website and progress to the endgame of the shopping cart. And for online retailers - or any organisation that sells goods or services direct to customers - the equation is a simple one. At your disposal you have a range of tools - including banner ads, native advertising, clickable content - and each of them is totally transparent. If on-site content is driving more sales than di
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