DHL on how ecommerce fuelled its B2C journey
Manny PhamThe acceleration of ecommerce has seen logistics giant DHL increasingly pursue a B2B2C model, appealing to brands and consumers alike with an offer of seamless service.
How flexibility at work will make marketers more effective post-Covid
Sean HargaveStaff have mixed reactions to going back to the office so marketing leaders will need to be adaptable to ensure the best ideas keep on flowing, as Marketing Week discovered during a video panel discussion hosted in partnership with Smartsheet.
Greggs sharpens digital focus as it refreshes five-year strategy
Michaela JeffersonAfter recording its first-ever loss during Covid-19, Greggs has reported a strong first half recovery as it adopts a “two-pronged focus” on digital innovations and product development.
Domino’s credits ‘supercharged’ Euros campaign as profits double
Michaela JeffersonDomino’s CEO Dominic Paul has praised the brand’s restructured marketing team for driving sales growth over the first half of the year, as profit after tax reached £41.3m.
Growth Hacks: Cazoo on the importance of nailing the marketing mix
Charlotte RogersOn course to hit revenues of $1bn in 2021, used car startup Cazoo has developed a formula for fast-paced growth, mixing the right talent and a fixation on customer experience with a commitment to brand building.
‘Warmer, human, empathetic’: Inside the Mirror’s new brand strategy
Michaela JeffersonAs the Mirror revamps its brand for the first time in eight years, director of insight and brand strategy Andrew Tenzer explains why adding strategy to his remit was a “natural evolution” of his role.
Ecommerce, ethics, empty shops: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
The seven things marketers need to know in order to answer The Question
Mark RitsonRight-minded marketers understand the need for long-term brand building investment, but most still question how they can convince those above them. Here’s how you do it.
What engagement means for brands like Just Eat
Marketing Week PartnerThe food delivery brand knows engagement depends on timing and context, and that getting these right makes the difference to business outcomes.
Marketoonist on media planning
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Greggs, Bolt, Virgin Media: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
P&G CEO pledges ongoing support for marketing as brand spend ramps up
Manny PhamProcter & Gamble promises to maintain its investment in “brands that are winning” following the departure of CEO David Taylor, who credits innovation and superior brand communications for driving a 7% boost to net sales.
Avoiding burnout and brand extensions: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From helping employees avoid burnout to Diageo hailing marketing a “big driver” of the company’s performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Lego, Diageo, EasyGroup: 5 things that mattered this week and why
Marketing Week ReportersFrom Diageo’s focus on marketing effectiveness paying off to EasyGroup adding yet more brands to its stable, catch up on this week’s biggest marketing news.
Online advertising needs to transition from tracking to smarter context
Marketing Week PartnerMachine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.
Diageo ups marketing spend as confidence in effectiveness soars
Matthew ValentineGreater confidence in measuring effectiveness, combined with a rising level of creativity, has convinced the drinks giant to increase its marketing spend as it looks to become a DTC market leader.
The cockroaches of retail Armageddon: How local retailers have survived the ‘death’ of the high street
Adrian LangfordAmid dire predictions and high-profile failures, local high streets are defying the supposed decline of physical retail thanks to shifts in shopping behaviour driven by long-term trends, not just Covid.
B2B brands on the shift from ‘product superiority’ to customer service
Matt BarkerOnce purely transactional and often guilty of establishing a ‘professional distance’ with customers, today B2B brands are thriving by showing a more human side.
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Are B2B and B2C marketing really any different?
Peter WeinbergMarketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won’t be effective.
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Customer acquisition is the only viable growth strategy in B2B, says Ehrenberg-Bass’s Romaniuk
Michaela JeffersonThe majority of B2B marketers believe brands grow through customer loyalty rather than customer acquisition, but that couldn’t be further from the truth, according to a major new study by Ehrenberg-Bass Institute’s Professor Jenni Romaniuk.
Inside B2B: How B2B brands can succeed in ecommerce
Marketing Week ReportersLeading B2B marketers explain how they have established ecommerce models that deliver the right experience for the customer while maintaining the trust of sales colleagues.
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Emotion is overdone, rational branding is the big opportunity
Helen EdwardsAll marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
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Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
Mark RitsonThe new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.
Making your copy more concrete will boost ad recall
Richard ShottonConcrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.
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The key basics that form the foundation for data strategy
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
How to integrate social media into your wider customer experience strategy
Social media now forms a vital part of customer experience, customer service and customer research. This guide provides marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
How to be agile and drive innovation through times of disruption
Digital transformation: Agility and innovation best practice guide
As digital technologies drive rapid change in customer behaviour, expectations, and market and competitive dynamics, and with long-term trends dramatically accelerated by Covid-19, businesses need to find ways to be more responsive.
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How bad incentives ruin good marketing
Peter WeinbergTargeting narrow segments, regularly changing creative and constantly optimising campaigns are all antithetical to growth, yet they’re exactly what marketers are incentivised to do.
How brands can align sales and marketing more effectively to drive growth
Steve HemsleySuccessful marketing campaigns generate business growth and are even more effective when an organisation’s marketers work collaboratively with the sales team.
Nationwide on why flexibility can only come from certainty
Marketing Week ReportersCMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
GSK unveils purpose-driven strategy as it moves away from functional messaging
Manny PhamGSK’s global consumer health CMO says the introduction of its ‘Brands with Humanity’ positioning is already having an impact as it looks to close the gap between selling products and solving consumer problems.
‘It’s a tremendous fall from grace’: What happened to Gap?
Matthew ValentineGap’s brand has lost value and shine culminating in the closure of all its UK stores but experts say it is not beyond rescue.
How brands can avoid the curse of convergence
Helen EdwardsAs much as marketers want to differentiate from competitors, brands in the same market often follow the same formulas. To resist that outcome, watch out for these five pitfalls.
William Hill dials up marketing spend to chase ‘global brand’ status
Charlotte RogersOn a mission to become a global household name, William Hill is betting big on its brand with a new campaign and updated identity focused on the social side of gambling.
‘Inconsistency will be our consistency’: How MTV’s logo smashed the old world order
Matt BarkerWhen the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
Zoopla unveils brand revamp as it taps into UK’s ‘property obsession’
Matt BarkerThe property company’s CMO Gary Bramall wants to unlock the positivity of moving home with a brand refresh designed to reflect his vision of a “holistic Zoopla”.
Marketing Week Top 100 2020: We reveal the UK’s most effective marketers
Marketing Week ReportersAmong the names deciding who should be on this year’s Top 100 are Mark Ritson, The Marketing Academy CEO Sherilyn Shackell and former marketing director at The Guardian, Sonia Sudhakar.
Why sport and gaming are a powerful combination for consumers
Steve HemsleySport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
Marketing and Machines: How AI helps brands make their media effective
Marketing Week PartnerWe explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.