In the second of our three-part series, in partnership with SAP, we find teething problems are par for the course with martech and something to prepare for from the start.
The rise of digital banking and persistent fears post-financial crisis have opened the door for a host of new brands shaking up the world of payments and investments.
Tobacco giant Philip Morris is on a mission to get people to stop smoking, but selling life insurance to ex-smokers feels a bit like KFC opening a refuge for factory farmed chickens.
As the lager market continues to struggle, Foster’s, Carlsberg and Carling are each taking a different approach to boost sales and save the category.
Marketing Week Explores: Marketers are moving away from demographic segmentation in favour of behaviour, life stage and attitude, but many are still failing to effectively reach the over-50s market.
Coca-Cola’s CEO James Quincey said “blurring category lines” is allowing the company to innovate in different areas.
Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
Organic sales of grooming products were down 1% in its third quarter results, marking another tough period for the category, but the world’s largest advertiser believes all is still to play for.
Brands must avoid getting carried away with personalisation because while it can help improve the customer experience it isn’t the be all and end all it is often billed as.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
There is potential for artificial intelligence to be used in advertising – particularly copywriting – as it has a very definite pattern and structure, but AI-created ads are unlikely to win any awards for creativity just yet.
We arm marketers with all the numbers they need to tackle the week ahead.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Getting started with a business is easier today than it has ever been and the commute can be an ideal time to do the groundwork for a new venture.
Shell Energy is launching its first marketing campaign since its purchase of First Utility last year as it brings the Shell brand into people’s homes for the first time.
It’s been a short week as we gear up for the long Easter weekend so catch up on anything you might have missed in the marketing world this week.
The 81-year-old juice brand is repositioning to focus on its heritage and appeal to an older audience as it looks to fight falling sales.
Through the ‘Beano Brain’, the media business analyses segments of kids and parents, and the ways they intersect with each other, in order to target them both effectively.
Carlsberg kicks off marketing activity for its rebrewed namesake lager with a social campaign that sees staff react to the ‘colourful’ things Twitter users have said about the brand.
Attitudes towards meat eating are changing consumers’ dietary habits, with consumers making more conscious choices, according to new research by YouGov.
Brits are less loyal to local produce than other nations, but Brexit could change that as import costs push foreign food prices up, giving brands a reason to promote Britishness at home.
Marketers increased marketing spend in the first quarter as they look to protect their brands amid rising uncertainty, but the growth is not expected to last.
Download this guide to implementing call tracking, a crucial step in measuring the true sentiment of your customer conversations.
This new ebook from Cision explores the best metrics to use to measure the effectiveness of your PR activity.
YouGov’s latest report analyses Brits’ dietary habits and attitudes to meat consumption, examining the growing trend of ‘flexitarianism’.
Advertisers, analysts, agencies and vendors can’t seem to agree on a common understanding of marketing attribution. Cut through the hype and learn the differences between key measurement approaches.
A close look at the role of marketing technology in powering FMCG brands’ digital marketing.
What marketers need to know to reduce the complexity of ecommerce automation and use it to create an outstanding customer experience.
This new report offers in-depth insights into the concerns of data and marketing professionals in 2019.
Brands are at vastly different stages in their adoption of AI, but those leading in this arena are already seeing tangible business results.
Marketing Week and Creative Review, in partnership with Shutterstock, present a roundtable debate on how to deliver content at speed and scale, alongside case studies of three brands that transformed their approach to creative imagery.
Digitisation has broken down silos separating PR and comms, marketing and advertising, allowing effective campaigns using paid, owned and earned media.
The way young people perceive digital influence is critical to the future of influencer marketing, with 61% of millennials claiming they have been influenced by a social media content creator.
Resellers don’t choose not to adopt digital marketing but they do struggle to do it on their own, meaning your channel partners may need your help to embrace it.
The proportion of marketers expecting to hire over the next three months has fallen to a two-and-a-half-year low as political and economic uncertainty put the brakes on recruitment.
Join this webinar to find out how marketers can better understand customer behaviour and optimise spend on the best-performing tactics.
Terms like millennial, Gen Z and Gen X are frequently bandied about, but are these demographic groupings actually meaningful to marketers?
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
The babycare brand believes it has a key role to play in changing the conversations about parenting and is looking to disrupt the “unrealistic” image of parenthood with the launch of its first global campaign.
Brands should encourage their staff to act as ambassadors for their business – in fact, they should be considered a key communications channel.
Exclusive Marketing Week research shows marketers are shifting away from classic demographics to find more nuanced ways to segment consumers based on their behaviour, personal interests and life stage.
We arm you with all the stats you’ll need for the week ahead.
Marketers must keep pace with consumer behaviour, which means artificial intelligence is crucial for providing the personalised experiences required.
Carlsberg is tackling accusations of poor taste head on with a new campaign, admitting it got “preoccupied with being the biggest rather than the best”.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Discrimination against experienced older employees in ad land leads to missed opportunities and lost revenue. It’s high time the industry adopts a more mature approach.
As marketers increasingly view flexible working as an important part of an employer’s offer, try taking the opportunity to use a one-off commute to get some much needed downtime.
Marketers need a measurement approach that delivers insights at the same speed as they make decisions.
P&G’s brand boss Marc Pritchard believes the digital media industry needs to move beyond “endless retrofitting and clean-up” to instead create a “new media supply chain” focused on quality, civility, transparency, privacy and control.
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
A host of technologies and tactical considerations are on marketers’ radars as they seek to help shoppers choose their brands over the competition, especially during key shopping periods such as Black Friday and Christmas.
From discovery of new products to customer care, today’s customer journey is more complex than ever. In this competitive landscape, brand success is centred on meaningful, one-to-one interactions.
New research from YouGov examines whether it’s riskier for brands to speak up on important social and political matters, or to stay silent.
Having a strong sense of her personal brand and where she adds value helped Deliveroo EU marketing lead, Alice ter Haar, ride out one of the biggest challenges of her career.
Catch up on all the marketing news from the past week including Lush’s decision to shut its social media accounts in the UK, Foster’s bringing back ‘Good call’ and Halifax revamping its brand to see of the fintech upstarts.
Diageo is positioning Ketel One Botanical as a new category in the spirits market that appeals to “mindful” drinkers who still want premium cocktails.
Marketers could do worse than reflect on both the substantive and affective trials of those aged 35 to 55 and find ways to contribute positively to both.
TSB CMO Pete Markey has stepped outside his comfort zone by taking up improvised comedy, which has helped him exercise his creative muscle, become a better team leader and improve his mental health.
The rush to show immediate return on investment encourages tactics that ultimately reduce a brand’s ability to grow profitable sales, argues consultant and keynote speaker JP Hanson.
The British Army has seen application and recruitment numbers peak since the campaign launch but of equal value is a shift in perceptions of the appeal of a career in the army.
The recruitment firm might seem like an odd choice of Premier League team sponsor but Hays says smaller firms shouldn’t be put off by the price tag and think about how they can drive engagement, not just awareness.
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