Despite ‘price’ being one of the 4Ps of marketing, not all marketers are in charge of developing their business’s pricing strategy, so how can marketers take control?
The FMCG giant is pulling together its marketing and sales teams as it looks to improve marketing effectiveness and ensure it is driving both brand and category growth.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Marketing analytics experts answer Mark Ritson’s call to action, asking for a definitive industry response to whether the Brexit referendum was won by Vote Leave breaching the rules.
As the next generation of marketers receive their A-level results, the majority of those interested in a career in marketing want to work at a multinational or established British firm rather than at an innovative startup, according to new research.
From attracting waves of tourists and appealing to entrepreneurs, to keeping the message relevant for locals, marketers must strike a delicate balance to ensure their destination stands out on the world stage.
It takes courage and confidence to launch a legal battle, particularly when your challenger is one of the world’s largest sportswear firms, but the founder of niche activewear brand LNDR says she had no other choice.
New data regulations held the promise of an improved user experience for digital services, but the reality is more pop-ups, confusion and inconsistency.
British companies often struggle to scale abroad but ‘marketing intelligence’ firm MiQ is doing just that, using insights from digital campaign data to put marketing at the heart of brands’ strategies.
Story of my CV: Business transformation has been the driving force of Pronovias CMO Eva Ziegler’s career, which has seen her put the customer at the heart of brands from Coca-Cola to Toyota.
BT and EE are scraping separate marketing chief roles in favour of one position that will report into BT Consumer CEO Marc Allera as they look to “make the most of both the brands”.
Greenpeace hopes the emotional story of a girl and her encounter with a young orangutan will bring the global issue of rainforest destruction for palm oil to life.
The FMCG company behind brands such as Häagen-Dazs, Nature Valley and Yoplait is exploring how it can upskill its marketers in digital as it looks to better reach consumers online and drive up sales.
Given the pace of technological developments, the challenge of embedding a digital culture in order to compete in a fast-paced, digitised and customer-centric world has never been greater for companies. Understanding what the opportunities and indeed challenges are and getting internal buy-in is not straightforward, however. This report draws on a range of survey data, […]
Digital Transformation is an often misappropriated term but understood correctly it can yield extraordinary results. Including interviews with senior leaders from British Gas, IBM, Fuji Xerox, Ogilvy APAC, Oracle Marketing Cloud and Salesforce and thousands of respondents to a survey, the report looks at the challenges that B2B companies face and how they have responded […]
There has never been as many opportunities to measure the impact of marketing campaigns but there has never been as many chances to get it wrong. Digital channels have led to an explosion in available data, offering the chance for marketers to engage, personalise and attribute the success of campaigns. It does, however mean […]
Business and society is changing at a frenetic rate and marketers are at the forefront of technological and behavioural shifts. In the face of this, it is difficult but even more important to take time out to learn and develop. Based on interviews and a survey of hundreds of senior marketing leaders this report highlights […]
As more and more sales gravitate online, the opportunity for businesses to boost revenue and profit grows daily. It is not, however, enough to ‘build it and they will come’. Marketers need to carefully plan and develop their propositions or risk getting lost in a very crowded environment. This report will help you create your […]
Content marketing is considered by many to be the silver bullet solution to engaging with consumers weary of traditional push advertising. But what is it, and how can you build an effective content marketing strategy that helps execute your marketing strategy. Pulling together insight from interviews from senior marketing leaders and content strategists from some […]
MoviePass’s too-good-to-be-true offer reinforces the fact brands have got to create a sustainable value proposition, according to Direct Line Group’s head of brand planning Piers Newson-Smith.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
Award-winning columnist Edwards will be writing a monthly column for Marketing Week, as well as speaking at the Festival of Marketing in October.
We arm you with all the numbers you need for the coming week including how much money brands are wasting on influencer marketing campaigns and how number of older people who are shopping online.
Ever wished you life was a Final Fantasy video game? Well then there’s an app for you that can help attach stats, points and achievements to any aspect of your life.
Catch up on all the most important marketing news this week including Pepsi promoting a former marketer to CEO, more clarification around junk food ad rules and L’Oréal’s focus on augmented reality to drive ecommerce sales.
In this webinar, you will get the low-down on why AI marketing is no longer an option, how to get a perfect AI toolkit and how to use AI to increase customer engagement.
YouTube’s ad for YouTube Music topped the video rankings in July with the help of Childish Gambino, Sinnead O’Connor, Skepta, Queen and The Beatles.
‘Pivoting’ your career is tough to do, but can be achieved much more successfully if you take steps to prepare.
Mozilla’s marketing boss is using his background in product development to bring a more collaborative and ‘smarter’ approach to running a marketing department that he believes takes away unpredictability and improves effectiveness.
Find out how real-time marketing turns top funnel prospects into engaged customers.
Although marketers have more data than ever before to help with their decision making, understanding what is really working is still a challenge that is often overlooked in favour of management via vanity metrics.
Learn about the nightmare scenarios driving customers away from your brand — and how you can prevent them.
Learn why your company’s tone of voice matters and how to get it right.
Learn why you need to be able to demonstrate success on influence and celebrity-led campaigns.
In the marketing world, there’s a new trend sweeping across sectors: the micro partnership. But what exactly is a micro partnership?
With the right foundations in place, you can accomplish everything you want and more with your email marketing.
Wherever you are in the process of a product launch, it is critical to do your due diligence to understand your target audience and home in on what works — and what doesn’t — in your go-to-market strategy.
This ebook sets out a bold new vision for content which gives CMOs and other marketing leaders a new framework for engaging their consumers in a way that is fit for purpose in an omnichannel age.
How do 135 insight leaders get value from their online communities? And how do they use their connection to the customer to increase the impact of their team? This definitive guide to online insight communities reveals all.
Out-of-home (OOH) advertising is at a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before. In this whitepaper, Posterscope examines some of the initiatives that are driving this.
The Communicator Email Sophistication Scale simplifies your plan for email progression. Identify where you are and where you would like to be.
The Forkan brothers are aiming to build a global flip-flop brand with Gandys but would rather see their profits invested in charitable projects than going on major ad campaigns.
The collaboration will see L’Oréal’s beauty brands create augmented reality experiences that can be delivered through Facebook as it looks to bring the technology to the masses.
Working with agencies that are nice to the brand – and each other – is the only way to build the trust needed to achieve your best work, says Lufthansa vice president of marketing, Alexander Schlaubitz.
Marketing Week reviews the latest books for marketers.
Women are far less likely to invest in stocks and shares than men, but a change to how the industry is marketed could help to solve that inequality.
Virgin Holidays’ new marketing boss wants the company to be a “force for good” beyond just helping people book holidays as it prepares to launch a new marketing campaign, its first in partnership with sister brand Virgin Atlantic.
Only marketers have the behavioural understanding and analytical training to determine if the extra money illegally spent on the Vote Leave campaign swayed the Brexit result. Now is the time to do just that.
The UK ad watchdog has ruled that two ads for Coco Pops Granola and Mars Krushems must not appear again in their current form, but McDonald’s escaped a ban on two fronts.
Startups have disrupted global markets and big brands by spotting unregulated industries and gaps in enforcement, so established businesses have to fight back and exploit their own opportunities.
The French striker returns to British screens as part of a new series of TV idents to broadcast live matches and non-live programming of the Premier League season.
From colouring in sketches of shoes in the 1980s, to launching the most complained about ad of the year in the 1990s and turning around the fortunes of a jeans brand “in freefall”, Sue Chidler’s marketing career has certainly kept her busy over the last three decades.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The big FMCG companies might still get the kudos from marketers, but on results, innovation, insight and diversity they have taken their eyes off the ball and let nimble disruptors in.
While other price comparison sites are looking to attract customers with 2-for-1 cinema tickets or reward schemes, MoneySuperMarket hopes a focus on making its service more useful outside of price comparison will increase loyalty.
We arm you with all the marketing-related numbers you need such as: the UK experiences its 19th consecutive quarter of ad spend growth and Britain sees 1.5 million new car registrations in 2018.
Nooyi will be replaced by PepsiCo president Ramon Laguarta, who has previously held roles in marketing and led PepsiCo’s European business, as it faces the challenge of shifting consumer tastes.
New research by Mention-Me finds that 71% of consumers prefer to discover brands themselves via channels such as friend’s recommendations, browsing in-store or online searches, than from traditional forms of push advertising, with endorsements acting as a valuable tool to spark discovery.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
If you have 10 minutes on your commute, that can be enough time to get in a few minutes of meditation before the working day begins.
The marketing industry has revolved around FMCG for the last 40 years, but there is a growing feeling that the old way of doing things isn’t as relevant in modern marketing.
Has the FMCG sector lost its crown as the best place for a marketer to learn their trade, as technology boosts the need for experience of faster-paced environments?
Catch up on all the week’s marketing news including M&S’s plan to train its marketers in data science, WhatsApp move to make money and the innovation gap among UK marketers.
Facebook has been without a marketing boss since Gary Briggs left earlier this year, but with mounting challenges following the fallout from the Cambridge Analytica scandal and questions over its role in Russian interference in elections it is now looking to beef up its marketing leadership.
Dawe is tasked with leading all Pret’s marketing activities, as well as overseeing its digital transformation as ecommerce becomes a bigger part of its business.
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