There’s no such thing as ‘performance branding’ marketing
Mark RitsonBrand marketing drives sales but performance doesn’t build brand. Most marketers should separate the two, or they’ll risk under-investing in long-term growth.
Brand marketing drives sales but performance doesn’t build brand. Most marketers should separate the two, or they’ll risk under-investing in long-term growth.
Hovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.
B2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
Brands may have to become more creative in how they advertise or look to innovate to avoid being impacted by the ban on pre-watershed TV and paid-for online ads.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week. Here is my take.
More than 30,000 people have taken part in Marketing Week’s Mini MBA series since launch, with the feedback overwhelmingly positive.
The campaign group’s latest film subverts Unilever’s marketing by taking aim at Dove’s Real Beauty campaign on its 20th anniversary.
With a focus on storytelling and alignment across the business, Amex Global Business Travel has evolved its marketing strategy for a new generation of travellers.
Elevating customer experience, facilitating ‘win-win’ brand partnerships and reconnecting with ‘lost’ customers; there’s much more to affiliate marketing than you realised.
Ocado Ads claims to offer advertisers a “unique” set of retail media solutions driven by its online-first operating model.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
The retailer says the return of its ‘Never Knowingly Undersold’ pledge has resulted in 55,000 extra organic visits to the John Lewis site.
The three TV firms have revealed a proof of concept for a “cross-broadcaster multi-outcome panel” called Lantern.
Events and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
The homeware retailer has driven more small-ticket purchases this year, as it increased volume sales by 6.2% and sales value by 4.1%.
Marketers shouldn’t leave creativity to their agencies, but use customer insight and business objectives to create a long-term vision with clear direction.
With curated stores, TV deals and influencer collaborations high on the agenda, top marketer Anna Braithwaite admits M&S still has “a long way to go”.
When used correctly ROI remains an invaluable tool for any marketer looking to prove effectiveness and, despite a fall in its use, it cannot be ignored.
Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Despite a drop in its perceived importance, ROI is still the metric most marketers believe their company is judging them on.
B2B brands built on the back of Ehrenberg-Bass’s principles, using AI to amplify their advantages, will dominate the market in the coming century.
Marketing and finance are often portrayed as adversaries, but having worked in both agencies and as an investment analyst, Martin Deboo argues marketers are misguided in how they attempt to build understanding with finance.
The advent of AI search is going to cause headaches for Google – and change the balance of power from performance marketing back to brand.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.