Mark Ritson: Spreadsheet jockeys are misunderstanding the marketing funnel
Too many people are confusing the marketing funnel, thinking it is all about marketers when really it’s all about the consumer.
How marketers are stepping up to take control of media
Media transparency has become a major issue, but brands including Pernod Ricard, O2 and B&Q are taking steps to ensure they have more control and a better understanding of where their spend is going.
Google, Ryanair, Wetherspoons: Everything that matters this morning
Our round-up of all the marketing news this morning.
Thomas Barta: Marketers must stop being digitally naïve
The label ‘digital’ makes marketers throw all leadership rules overboard. They shouldn’t.
Deliciously Ella on her ‘unusual’ approach to marketing
Food writer and entrepreneur Ella Mills started Deliciously Ella back in 2012, and it has since grown into a multimillion pound brand. Here she shares the secrets to her success and the role marketing has played.
John Lewis puts focus on social media with 360 ad trial and new hire
The retailer is hiring for a new head of brand and social marketing role as it looks to differentiate its retail experience and invest in the brand.
The Body Shop on how its new owners are trying to revive its ‘activist spirit’
The cosmetics retailer admits it strayed too far away from being a purpose-driven business under the previous ownership but is looking to turn that around with a new mobile-driven campaign.
Aviva campaign designed to ‘make Britain’s roads safer’ banned for promoting dangerous driving
Both Aviva and Renault have been hit with bans after the ASA ruled that both had glamourised dangerous driving with “irresponsible” advertising campaigns.
Ed Pilkington: Marketing success requires an appetite for risk
People have different relationships with risk, but most businesses would be better off if they freed staff from the fear of failure and encouraged experimentation.
Facebook’s Sheryl Sandberg: Digital is causing the collapse of the marketing funnel
Facebook’s chief operating officer suggests the growing importance of digital and mobile and the speed at which consumers can find information is causing a fundamental change in the way brands communicate.
Should your brand launch a youth sub-brand?
More companies are launching sub-brands to appeal to a younger demographic, but they would be wise to take a look at the parent brand instead.
Marketoonist on PowerPoint pitches
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]
Robin Bonn: Don’t miss out as agencies finally toughen-up
Smart agencies are taking responsibility; rethinking their lemming-like, pitch-for-anything behaviour. Marketers must press the reset button too, says Robin Bonn, founder of Co:definery.
Why strategic thinking is a marketing leader’s most important attribute
Far more important than relationship building, people management or vision, strategic thinking is the key leadership attribute marketers need to succeed.
Anatomy of a Leader: The practical skills you need to get to the top
According to Marketing Week’s major new study on the ‘Anatomy of a Leader’, modern marketing leaders are focusing on driving strategy and using their skills to champion the next wave of talent, rather than attempting to be brilliant at everything.
Do you have the Anatomy of a Leader?
Modern marketing leaders are refocusing their energy on sales and commerciality, building on their fundamental functional skills to drive tangible business success, according to Marketing Week’s major new study on the ‘Anatomy of a Leader’.
Russell Parsons: The modern marketing leaders might not be who you think
The marketing leaders of today are not necessarily digital experts or transformation specialists but commercially accountable strategic thinkers.
Take our quiz to find out if you have the Anatomy of a Leader
As part of Marketing Week’s exclusive Anatomy of a Leader research we have devised a short test to see if you have the necessary skills and attributes needed to become a marketing leader.
Anatomy of a Leader: The key skills marketers must possess
From sales and commercial awareness to campaign planning and innovation, what are the key skills modern marketing leaders need?
Colin Lewis: Future leaders will need a compass, not a map
In an uncharted world of exponential change driven by technology, marketing leadership means depending on judgement as much as data, and personality as much as skills.
Morrisons on how staff are inspiring both its marketing and turnaround
Morrisons’ top marketer discusses the brand’s ongoing turnaround, the Amazon deal and his expectations for Christmas.
Apple, Nike, BT Sport: The top 10 YouTube ads in August
The most popular ads on YouTube last month included Dwayne ‘The Rock’ Johnson teaming up with Apple’s Siri and Nike exploring what goes into an athlete’s smile.
5 killer stats to start your week
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Stereotypical TV ads ‘causing resentment’ among consumers
TV advertising still relies too heavily on outdated stereotypes, new research suggests.
Hack your commute: Don’t buy into brain training
Marketing Week’s ‘Hack your commute’ series uncovers inspiring and fulfilling ways to spend your journeys to and from work that will expand your mind and broaden your horizons.
Apple, GDPR, Nespresso: 5 things you need to know this week and why
Catch up with all the week’s news including the launch of the premium iPhone X, Nespresso’s first sustainability campaign and Facebook’s new ad controls.
Amazon reveals how it thinks about advertising
The retail giant is rapidly building out its ad business but says marketers should think of it as a way to add value to the customer, not just as a sales tool.
Next: We won’t retaliate against Amazon, we will learn from them
Despite Amazon’s own-label fashion brand Find going after its core customers, Next chief executive Lord Wolfson says he won’t slip into ‘terrible analogies of war’.
International round-up: Facebook fined in Spain, L’Oréal uses AI to target Chinese shoppers
Plus marriage equality opponents in Australia outspend their opposition by nearly 500% in TV advertising and B&Q faces disruption from a French DIY website.
Twitter CEO promises overhaul of ‘clunky’ ad offering
Twitter’s boss Jack Dorsey admits the platform hasn’t done enough to differentiate its ad product or prove to advertisers that it works.
Marc Pritchard: 2017 is the year the bloom came off the rose for digital media
Procter & Gamble’s marketing boss says this year has been a big wake-up call for the industry, but believes once the work on transparency is done digital can enter its next phase of mass one-on-one marketing.
Trends and tips you need to know for the 2017 festive season
Brought to you by Criteo
An eGuide to the 12 trends to watch out for this festive season and 12 tips to increase sales.
Brands face extinction without interactive experiences
Brought to you by Wayin
How interactivity can revolutionise marketing as we know it.
The ultimate guide to website personalisation
Brought to you by Progress
There are many ways to put your company’s data to work and by far, personalisation is one of the most effective. Download our 30-page guide to get a step ahead of the competition, armed with strategies for an optimised, ever-improving plan to drive bottom-line impact using personalisation.
Retail report: Online shopping trends
Brought to you by Optimizely
Shopper habits are constantly evolving and it can be a daunting task for marketers to stay ahead of expectations. In this report, Optimizely investigates online shopping behaviour to unveil shopper preferences and trends in consumer shopping across Europe. The results are a great starting point for brands looking to build better experiences and drive business […]
Achieving retail excellence: Five key challenges facing retailers today
Brought to you by Optimizely
Retailers today are not just competing on price, they are competing on the quality of their end-to-end experience. But how do you deliver the best experience with the ever-evolving and unpredictable behaviour of consumers? In this report, Optimizely explores five challenges facing online retailers and provides practical tips to help you deliver truly optimised, personalised customer experiences.
The experience optimization handbook
Brought to you by Optimizely
Figuring out the right experiences to deliver customers is one of the most valuable questions online businesses need to answer and this guide will help you do just that
How to eliminate chaos from your marketing
Brought to you by Infor
Discover how companies are harnessing the power of marketing resource management to gain instant visibility into key business drivers, so they can increase their efficiency, productivity, and sanity.
How the world’s best brands drive business with consumer-generated content
Brought to you by Bazaarvoice
The Bazaarvoice CGC Index is the first industry research study showing the business benefits of consumer-generated content. The study draws on client data from more than 2,200 Bazaarvoice global brand and retail sites to deliver insights across numerous industry categories. Download the report to benchmark your own performance and discover the five consistent practices that […]
The digital ultimatum: Why businesses must digitally transform to survive – and thrive
The old rules no longer apply. That’s a tough reality to face. So tough, that many leaders continue to deny that digital technologies have already radically transformed the business landscape. They believe that it’s yet another technology fad that will soon blow over. However, this “fad” isn’t going anywhere. Digital disruption is now part of […]
The ROBO economy: How reading reviews impacts offline sales
Brought to you by Bazaarvoice
Everything you need to know about the phenomenon of ROBO (research online, buy offline) and how it could be impacting your marketing programmes already.
Provide top customer experiences with agile customer care
Brought to you by Zendesk
In order to engage with your customers in real time, customer care organisation needs agile tools that empower them to deliver the kind of top-notch customer service that builds relationships and positively impacts the business. Learn what it takes to not only survive in this new landscape, but to thrive.
John Lewis says Christmas offer must be ‘irresistible’ amid weaker consumer demand
The retail giant says consumer demand for big-ticket purchases is now ‘more difficult’, putting more pressure on the John Lewis Christmas campaign to succeed.
CanOWater on its hopes to take canned water mainstream
The water brand is hoping to solve the world’s plastic problem by ‘building a cult of people’ who will encourage others to switch from bottles to aluminium cans.
Facebook responds to growing ‘uneasiness’ over brand safety with new ad controls
The social network is introducing new eligibility standards for publishers and creators that will lay out more clearly the type of content that can be monetised.
Mark Ritson: Google’s lack of transparency should have us all worried
Google’s corporate mission that suggests openness and transparency is at direct odds with its actions.
Apple gambles on premium iPhone X but should its rivals be worried?
The launch of the $999 iPhone X has been labeled a PR success, but is it really the ‘biggest leap’ since the original iPhone?
Tanya Joseph: Stop treating women as accessories and recognise their purchasing power
Women play minor roles in ad campaigns in a variety of sectors from automotive to utilities, missing their decisive influence in the purchase process.
Almost three in four global marketers still unaware of full GDPR implications
The new European data laws are set to come into effect in just nine months time but one in four marketers are still only in the planning stage of ensuring compliance.
Corporate-NGO partnerships become more strategic as purpose moves up the agenda
As brands place societal considerations at the core of their business strategy and practices, charity partnerships are becoming increasingly based on problem-solving and value.
Marketoonist on how CEOs manage marketing budgets
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tesco: If you need to explain it to customers then your charity partnership will fail
The Tesco National Charity Partnership, which facilitates the multi-party partnership between Tesco, Diabetes UK and the British Heart Foundation, says the key to successful charity tie-ups is simplicity.
UK ads now less likely to appear next to inappropriate content, claims study
Negative headlines around ad fraud and brand safety have led the UK ad industry to change its approach to digital advertising, a new report suggests.
Helen Tupper: Hidden habits could be holding you back
Not asking for help, frequently apologising or being constantly busy may not seem like big issues but they could be hindering your performance at work.
Nespresso focuses on its farmers rather than George Clooney for latest campaign
The coffee brand’s first major sustainability campaign aims to change quality perceptions and isn’t “opportunistic”, according to its head marketer.
AB InBev on how it plans to surpass Heineken in the UK
The beer giant has ambitions to surpass Heineken to become the UK’s biggest brewer, and will be looking to more brand partnerships and responsive marketing to make this happen.
5 killer stats to start your week
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Deciphering Gen Z: Why brands need to transform their marketing
Sponsored by Jaywing
Gen Z are tech-savvy digital natives who understand their worth to brands. New research by Jaywing shows brands how to transform their marketing in order to reach this group of consumers.
Google, Nestle, Thomas Cook: Everything that matters this morning
Marketing Week’s daily round-up of all the important marketing news from around the world.
Why young marketers are taking a different route to the top
While young marketers are upbeat about opportunities to advance their career, the route to the top is increasingly unclear and the CMO role is not always the most coveted position.
Hack your commute: Cut down your cortisol
Inspiring ideas to expand your mind on the way to work.
Nissan renews Champions League sponsorship and shifts focus from awareness to engagement
The Japanese car marque hopes that bringing new brand ambassadors including Gareth Bale on board will drive up engagement with the brand.
Coca-Cola, Diageo, Vodafone: 5 things that mattered this week and why
A round-up of this week’s most important marketing news including the launch of Vodafone’s new youth-focused brand, Diageo’s struggles around direct selling and Camden Town Brewery’s first major brand campaign.
The inconvenient truth about Facebook’s user numbers
Research shows Facebook has a “potential reach” of 7.8 million people aged between 18 and 24 in the UK, two million more than actually exist.
House of Lords launches investigation into the UK ad industry post Brexit
Enquiry aims to discover how the industry can retain access to the skills it needs, while looking at the impact of digital advertising and the role of business clusters.
How brands are using colour to influence purchase decisions and change perceptions
As well as being a brand shorthand for consumers colour communicates at a more subliminal level and can even impact the bottom line if used correctly.