The gold-medal winning cyclists speak exclusively to Marketing Week about the Rio Olympics, the success of Olympic cycling and why humans “are the problem” in a data rich world.
Marketing Week outlines 12 trends, predictions and issues that will gain pace over the next 12 months. In part two we look at why zero-based budgeting will become the new normal, TV’s comeback and what the influencer model will look like in 2017.
Just 27% of marketers say their mobile marketing campaigns are profitable, while 67% say they simply can’t measure ROI, according to a new report, but are marketers doing all they can to overcome the issue?
Marketing guru Gary Vaynerchuk’s dismissal of universities shows he’s hopelessly ignorant about strategy, yet he’s right that professors have become detached from reality.
When it comes to personalisation brands need to make the choice between using cookies or hard data, and whether to target individuals or devices, but what offers the best return on investment?
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There is no argument for organising marketing teams or strategies according to channel silos, since consumers do not behave that way, so marketers need to get the system in place to achieve a single customer view, says Affiliate Window’s business innovation director.
Coca-Cola’s new marketing director for the UK and Ireland Aedamar Howlett tells Marketing Week how it keeps surprising people with its 21-year old ‘Holidays Are Coming’ campaign.
Starting a new job with a new employer for the first time in more than 10 years is a daunting prospect. Returning to employment after six months makes the challenge even harder. Here’s what you can do to make your first 100 days easier.
Facebook CMO Gary Briggs says creativity and innovation will be key to site’s success over the next 10 years but he warns that there’s no point doing something new just for the sake of it.
Havana Club says rum is still too often seen as an “informal” spirit and is keen for it to instead be associated with “luxury”.
With Amazon unveiling its bid to revolutionise the supermarket, Coca-Cola putting a fresh spin on Christmas and Lidl winning plaudits for its TV turkeys, here are five of this week’s biggest marketing stories.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As a result, the mobile network brand is now looking for a new chief marketing officer.
Of all the newly registered voters in the European referendum, 60% voted Leave and just 40% Remain.
New figures show women earn less than men across a range of senior advertising and marketing roles.
Marketers are failing to make use of all the data available to them and turn it into actionable insights, according to new research.
While Sport England is proud the campaign got women exercising, its CEO Jennie Price says she is “most pleased” that it made a statement on empowering women.
The new rules on junk food advertising should be the minimum for brands if the ad industry is to maintain trust among the British public.
Billionaire Mike Ashley’s sportswear empire saw half-year profits fall sharply, with brand perceptions now at an all-time low.
It has been a bizarre and challenging year, with Brexit set to cause more headaches for marketers in 2017, but that also presents an opportunity to surprise and delight your customers.
Mobile users addicted to their devices demand unique experiences from their brands – and get pretty frustrated when they don’t get them. Finally, thanks to a new breed of technologies and analytics, brands can now deliver superior mobile UX, enabling dramatic improvements to user journeys. This report presents actionable insights to improve your mobile UX […]
If you want to make your ecommerce marketing programme more successful, ask yourself: Is our current programme growing in sophistication at the pace it should? Are we missing an opportunity to increase revenue? To help answer these questions, Bronto undertook a study of approximately 300 ecommerce marketers, who shared their best practices. Download this white paper to learn […]
This report from Mention Me, the outsourced refer-a-friend platform, discusses growing trends in the gifting sector: click and collect, personalisation, and the use of referral marketing. It includes case studies from gift websites who have successfully used refer-a-friend to acquire thousands of new customers and retain them even after their peak period ends.
Affiliate marketing is booming and part of the reason for its success is the ability affiliates have to react and adapt to emerging consumer trends. Black Friday is one such phenomena, having had a transformational impact on the retail landscape. This whitepaper from Affiliate Window considers five things they have learned about Black Friday and why […]
“Trust the machines” – a simple statement that can conjure up a range of emotions. Thoughts of the villainous HAL 9000 in 2001: A Space Odyssey can strike a nerve of paranoia and fear. A toppling of control from man to a man-made machine, straight out of Terminator, can create a sense of loss and defeat.
It costs a lot to acquire a new customer, but most will make a single purchase and then leave. A repeat purchase, on the other hand, costs far less than acquiring a new customer, between four and seven times less.
Discover 10 ways you can use reviews to make your job easier. Using reviews in your marketing can not only boost your brand reputation but can make your business more profitable too.
How can you implement a connected digital experience across your organisation? Learn strategies in this informative white paper that provide a response to Forrester’s Report, “Your digital experience technology strategy starts with a customer journey map”. Download the white paper now and you will receive the full Forrester report.
Trustpilot is an open review community that builds trust and transparency between consumers and businesses. With more than 120,000 businesses and 20 million consumer reviews, Trustpilot produces a TrustScore for businesses based on recent reviews. Every day, more than 10,000 consumers join Trustpilot and every five seconds a new review is posted.
This guide will highlight just how SEO has been transformed from an isolated, technical discipline into a fundamental part of a brand marketing and communication strategy. It will highlight why your brand needs to embrace this new attitude towards SEO and explain the skills and the approach that your brand – and your agency – needs in order to […]
How do you make your customers want to share more data? Amaze One asked over 2,500 UK consumers how they feel about the data they share, the content they value and the channels they choose. Find out what they told us and build stronger, longer lasting customer relationships.
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.
New rules bring digital ads in line with TV as the industry responds to children spending more time online.
Thomson is launching its last marketing campaign before it rebrands to TUI, as it looks to showcase a “more modern” brand.
Budweiser’s “biggest ever” UK responsible drinking campaign sees the beer brand partner with Uber to offer free rides throughout December.
Starbucks is launching a “conversational ordering system” dubbed My Starbucks Barista that will be powered by artificial intelligence.
Lidl’s Christmas ad may include a turkey or two but it certainly isn’t one, topping a list of the campaigns most likely to persuade people to purchase from the brand for the second time in three years.
As new research shows British consumers are among the least likely to have their shopping decisions influenced by a loyalty scheme, brands are warned that loyalty now is about more than discounts and must focus on customer experience.
If marketers think more about treating consumers as people, they will find meaningful ways to make an impact in 2017, says Unilever’s chief marketing and communications officer.
Marketing Week outlines 12 trends, predictions and issues that will gain pace over the next 12 months. In part one we look at the issues facing the ‘gig economy’, price hikes and retail disputes, and why marketers will be taking a harder line on measurement.
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Minority groups are featured in less than 20% of advertising, according to new research, but given 65% of people would feel more favourable about a brand that promotes diversity, companies are missing a huge opportunity to connect with consumers.
Google searches for UK Christmas ads increased 40% year on year in November, with Sainsbury’s, John Lewis and Marks & Spencer leading the pack on UK views.
The ecommerce giant wants to end shopping queues completely with its latest trial.
In preparation for its new charitable foundation, set to launch in 2017, The Marketing Academy is introducing a new role to lead the foundation, along with three other key appointments.
Mobile ad spend in the UK overtook online display for the first time this year, and mobile technology is evolving quickly to respond to the demand.
As Ryanair launches its package holiday service, the airline says is hasn’t lost sight of what it stands for and will continue to push itself as the “Aldi of the air”, despite the fact its holidays will offer everything from B&Bs to 5* hotels.
From FMCG companies ditching promotions en masse to the Marketing Week team taking a careful look at the highlights of 2016, we have selected the five things that mattered this week.
As brands including Kellogg’s, Lego and John Lewis are drawn into highly contentious political debates, Marketing Week considers the challenges facing brands in a turbulent era.
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- Ritson: Who hurts marketing more, Gary Vaynerchuk or out-of-touch professors?
- Mark Ritson: Dodgy video metrics prove TV is way ahead
- McDonald’s uses a vintage doll for its Christmas ad
- Mark Ritson: Facebook should hang its head in shame for measurement errors
- Lidl’s Christmas ad shows its turkeys from farm to plate
British Gas teams up with sister brand Hive for the first time to launch a joint Christmas campaign that aims to convince the British public that smart energy devices are not just for the tech-savvy.
The discounter is focusing on “great value and great products” rather than an emotional message this Christmas as it launches its first festive TV ad.
The frozen foods discounter says it made a conscious decision to delay its Christmas ad after customers said the festivities were starting too early.
Research finds poor quality data is affecting the bottom line for brands which fail to recognise the importance of data accuracy.
Ford’s long-term vision is not just about “selling more cars” but seeing how it can be part of the transport industry to see off disruption by tech giants such as Uber and Google.
Marriott International became the world’s largest hotel group following its acquisition of Starwood earlier this year but it now faces the unenviable task of streamlining its brand portfolio without losing customers.
Research shows consumers’ unique interactions with advertising on London Underground, with commuters seeking out ads as a distraction from their journey, says Exterion Media research manager Nicola Barrett.
From Samsung’s exploding phones to scrutiny of media agencies and the incoming sugar tax, 2016 was a difficult year for a number of brands and sectors.