Tesco is using the information it has on its 16 million Clubcard customers to track their shopping habits and see what the triggers are for changing behaviours and convincing shoppers to eat more healthily.
The financial services comparison site is sending 200 million fewer emails but has been able to increase revenue by 12% by targeting customers with more relevant communication.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The former boss of WPP says creativity is at the centre of what his new company, S4 Capital, does but admits the nature of creativity has changed due to the rise of data.
On a mission to ‘rewire’ some of its brands for the modern consumer, GlaxoSmithKline is pursuing a digital transformation agenda aimed at boosting ecommerce performance and upgrading its media ROI.
The FMCG giant admits it had “got stuck” in traditional touchpoints such as packaging and in-store point-of-sale, but a focus on analytics and getting agencies and team members to push the agenda has helped drive the business forward.
The documentary maker and journalist says he sees much in marketing “to enjoy” and is intrigued by the balance of “seduction and sales”.
Loyalty isn’t synonymous with how often consumers buy a brand, according to Marketing Week columnist Helen Edwards, who told the Festival of Marketing there are various types of loyalty that marketers can exploit in different ways.
In 2017 Macmillan Cancer Support set out to raise awareness of its best-known fundraising event, World’s Biggest Coffee Morning, and encourage even more people to get involved. Facebook video played a key part in helping Macmillan to achieve this.
Samsung believes we are not far away from the mainstream adoption of multi-branded smart tech with the power to turn our homes into connected spaces but admits there are still privacy and security concerns that need addressing.
Both Pepsi and Sky admit they had too many KPIs that made measuring marketing effectiveness almost impossible.
The founder of the organic soft drinks brand, which gives a portion of profits back to producers, says authentic storytelling means its product “isn’t just something on a shelf”, which is helping it take on the category leader.
Brands don’t run global marketing campaigns because it makes creative sense or is what customers want, but because it saves money, according to advertising guru Sir John Hegarty.
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 […]
The ASA and CAP’s new influencer marketing guide is a step in the right direction but more clarity is still needed to boost credibility.
The best B2B marketers are clear about customer needs, measure their impact effectively and, most importantly, are able to support and influence colleagues to deliver commercial results, according to new research by business agency Omobono.
From the reasons why digital transformation is “made up” to the struggles with brand purpose, we round-up all the big news from the second day of the Festival of Marketing.
Black Friday is one of only two sales a year for fitness brand Gymshark, and for last November’s promotion its finely tuned timing and stand-out creative led to a huge influx of sales via Instagram.
The prevailing conversation all too often focuses on the ‘death’ of TV and Carolyn McCall admits ITV must do “much more” to show marketers why they should spend their budget on TV.
Catch up on all the latest from the first day of the Festival of Marketing, where accountability, marketing influence and GDPR were hot topics.
The beer brand believes the best creative work doesn’t always come from having the biggest marketing budget, as it looks to avoid “doing what everyone else does”.
Barclaycard now handles 85% of its creative work in-house, which has given the business more ownership of the brand while reducing costs but it has also increased accountability.
A year on from completing its transition from Thomson to TUI, the travel brand is looking to strengthen consideration and build “deeper emotional connections” with consumers.
Congratulations to all the winners of the Marketing Week Masters awards.
Congratulations to all the winners of the Marketing Week Masters Awards.
Is it appropriate for brands to comment on social issues and to what extent does it depend on the industry that they work in?
Booking brand Trivago is reaping the benefits of creating a single source for external and internal data. This case study explains how it did it.
Learn which six components you need to put in place to develop an effective content marketing operation.
Find out where marketers should be investing their budget to improve return on investment, as the key developments of 2018 become clear.
The essential guide to building the best customer experience.
Generation Z are soon to become the next big consumer opportunity for marketers. Find out how they prefer to shop and interact with brands in this new whitepaper.
Find out some of the key ways you can overcome the difficulties that present themselves when setting marketing spend, ensuring it drives sales rather than just reflecting them.
Key advice for turning customers into advocates and monetising word of mouth as an effective acquisition channel.
Find out about the many ways marketers should use personalisation and emotional language to elevate their campaigns and drive results.
Using data to delight your customers and gain commercial advantage is easier than many imagine. Follow the five cornerstones of the data-driven customer experience, and you can improve customer loyalty and boost sales. Read this white paper to find out more about how to get started in the great big world of data.
This white paper sets out the essential components for an influencer marketing programme, providing a comprehensive guide for those starting out through to those with more experience in executing campaigns.
This white paper looks at the public’s perception of smart devices and how much success brands have had in encouraging take-up of appliances.
Congratulations to all the winners of this year’s Marketing Week Masters Awards, including ‘Brand of the Year’ Asos, Grand Prix winner Bodyform, and Nationwide CMO Sara Bennison, who has been crowned ‘Visionary Marketer of the Year’.
Congratulations to all the winners of the Marketing Week Masters Awards.
The future of marketing study must still focus on a grounding in strategic principles, while the hands-on teaching of tactical tools must be constantly updated.
In the second in our video series, created in partnership with Thinkbox, we speak to marketers, as well as those outside the industry about why evidence matters in marketing effectiveness, where to find the best learnings and why over-datafication is a challenge.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Voice assistants such as Amazon’s Alexa are starting to take off, with brands from Domino’s to Johnnie Walker finding creative ways to utilise them – something more marketers should investigate.
To create long-term, sustainable growth, brands need to stay ahead of the game by creating products and services consumers don’t even know they need yet.
New research from the IPA and ISBA shows marketers are focusing on short-term tactics over long-term strategy, which is impacting efforts to improve marketing effectiveness.
Junior marketers are often too afraid to ask questions about career progression and managing workloads so their senior counterparts must create a culture where more feel confident raising their hand.
We arm you with all the marketing-related numbers you need for the coming week.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
What3Words has divided the world into 57 trillion squares with a unique three-word address, giving four billion people an address and making sure pizzas can be delivered to even the most remote areas.
As Tesla and Papa John’s fall foul of their creators’ toxic personas, other founders are setting an example of how to build businesses that value teamwork, trust and transparency.
Fuze Tea’S first TV spot will look to encourage consumers to take a break for themselves as Coca-Cola looks to gain a foothold in the fast-growing iced tea market.
Catch up on all the major marketing news this week including Marks & Spencer launching mobile payments, Tesco’s ad blitz and why Lloyds’ marketing has been described as “advertising puffery”.
German jewellery and watch retailer Thomas Sabo is increasingly shifting its spend from magazine placements to media that is “easier to measure”.
With consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
How Simba is using creative best practice and clever targeting to promote its products and build its brand on Facebook and Instagram.
Marketers still spend most of their time in the office, but the most important part of their role – creating organisational change – requires face-to-face contact with those outside their department.
Marketing Week and Econsultancy, in partnership with Salesforce, ask top marketers how they align their brand vision with data and technology to achieve tangible results for their customers and their business.
Marketers often complain they are not taken seriously by the rest of their business, seen as doing the fluffy, creative stuff rather than leading on strategic thinking, so what can CMOs do to ensure the rest of the C-suite listens?
Marketing Week reviews the latest books, blogs and industry articles for marketers.
Rather than pretending they can deliver every element of a campaign, agencies should recognise their strengths and work with partners or even competitors to create value for clients.
Members of Marketing Week’s new CX50 list, compiled in partnership with Zone and Cognizant, explain how individuals can make a difference to the customer experience and drive change even in traditional businesses.
Humans often avoid employing effective tactics just because they’re scared to look silly, and marketers’ aversion to rhyming ads is one prominent example.
As consumers continue to shun outdated retail experiences, brands are hoping to use their physical stores to delight shoppers with value-added services that cannot be replicated online.
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