In order to navigate the new connected landscape marketers must follow the ‘5Cs Framework’, which focuses on consumers, connecting, content, commerce and community.
The promise of more data and better insights into customers is causing more FMCG brands to test direct-to-consumer models but few have found the recipe for success yet.
A new report reveals the extent of the brand safety scandal on brands, with 78% of marketers saying it has hurt their brand’s reputation and 50% that it has impacted brand affinity.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
A production first, marketing second strategy has helped British snack bar company Eat Natural take a lead in the healthy living market over the past 20 years.
Students become independent consumers for the first time when they go to university so brands that communicate with them in the right way stand to forge long-term relationships with this hard to reach group.
Technology companies now account for 50% of the top 10 as Apple and Google top the rankings for the fifth straight year.
Transport for London says Uber is not “fit and proper” to hold a private hire operator licence as it raises concerns over a lack of corporate responsibility.
One of the biggest challenges in marketing over recent years has been tracking the value and efficacy of campaigns. Focusing on last-click conversions could be significantly damaging our marketing – but not in the way you think.
Businesses partnering with universities to offer value-added opportunities for students are reaping the rewards when it comes to futureproofing the quality of their workforce.
In the first of a new series on how marketers are approaching the new EU data regulations, we talk to Cancer Research UK about its preparations and the opportunities around GDPR.
The retail giant is rapidly building out its ad business but says marketers should think of it as a way to add value to the customer, not just as a sales tool.
As the Summer festival season comes to a close, Marketing Week asks marketers whether it’s worth the risk trying to create the next Glastonbury.
Far more important than relationship building, people management or vision, strategic thinking is the key leadership attribute marketers need to succeed.
According to Marketing Week’s major new study on the ‘Anatomy of a Leader’, modern marketing leaders are focusing on driving strategy and using their skills to champion the next wave of talent, rather than attempting to be brilliant at everything.
Modern marketing leaders are refocusing their energy on sales and commerciality, building on their fundamental functional skills to drive tangible business success, according to Marketing Week’s major new study on the ‘Anatomy of a Leader’.
The marketing leaders of today are not necessarily digital experts or transformation specialists but commercially accountable strategic thinkers.
As part of Marketing Week’s exclusive Anatomy of a Leader research we have devised a short test to see if you have the necessary skills and attributes needed to become a marketing leader.
From sales and commercial awareness to campaign planning and innovation, what are the key skills modern marketing leaders need?
In an uncharted world of exponential change driven by technology, marketing leadership means depending on judgement as much as data, and personality as much as skills.
Forget about bendy screens and AI, Apple is the true winner in the smartphone market because of its unrelenting focus on brand and marketing.
Following the airline’s recent admission it would have to cancel thousands of flights, Brits are now reconsidering whether to fly with the budget airline, according to new YouGov data.
YouTube wants to make it easier for brands to serve up more relevant and personalised ads and measure their offline impact.
Catch up on all the most important marketing news from the around the world with our morning round-up.
Catch up on all the important marketing news from the week including Disney’s bid for digital ad dollars and John Lewis’s focus on social media.
The government health body is changing its strategy as it looks to take its “tools out of the marketing world and into everyday interactions with the health system”.
Coca-Cola looks to make its corporate brand about more than just Coke Coca-Cola has launched a new corporate branding campaign in the US that aims to portray it as a “total beverage company” and shift the focus away from its most famous product. The spots, which are airing on US TV, feature a wide range […]
Disney is launching its own digital ad network as it looks to “monetise content that hasn’t been monetised in the past”.
The retailer is hiring for a new head of brand and social marketing role as it looks to differentiate its retail experience and invest in the brand.
Too many people are confusing the marketing funnel, thinking it is all about marketers when really it’s all about the consumer.
The cosmetics retailer admits it strayed too far away from being a purpose-driven business under the previous ownership but is looking to turn that around with a new mobile-driven campaign.
An eGuide to the 12 trends to watch out for this festive season and 12 tips to increase sales.
How interactivity can revolutionise marketing as we know it.
There are many ways to put your company’s data to work and by far, personalisation is one of the most effective. Download our 30-page guide to get a step ahead of the competition, armed with strategies for an optimised, ever-improving plan to drive bottom-line impact using personalisation.
Shopper habits are constantly evolving and it can be a daunting task for marketers to stay ahead of expectations. In this report, Optimizely investigates online shopping behaviour to unveil shopper preferences and trends in consumer shopping across Europe. The results are a great starting point for brands looking to build better experiences and drive business […]
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.
Figuring out the right experiences to deliver customers is one of the most valuable questions online businesses need to answer and this guide will help you do just that
Discover how companies are harnessing the power of marketing resource management to gain instant visibility into key business drivers, so they can increase their efficiency, productivity, and sanity.
The Bazaarvoice CGC Index is the first industry research study showing the business benefits of consumer-generated content. The study draws on client data from more than 2,200 Bazaarvoice global brand and retail sites to deliver insights across numerous industry categories. Download the report to benchmark your own performance and discover the five consistent practices that […]
The old rules no longer apply. That’s a tough reality to face. So tough, that many leaders continue to deny that digital technologies have already radically transformed the business landscape. They believe that it’s yet another technology fad that will soon blow over. However, this “fad” isn’t going anywhere. Digital disruption is now part of […]
Everything you need to know about the phenomenon of ROBO (research online, buy offline) and how it could be impacting your marketing programmes already.
In order to engage with your customers in real time, customer care organisation needs agile tools that empower them to deliver the kind of top-notch customer service that builds relationships and positively impacts the business. Learn what it takes to not only survive in this new landscape, but to thrive.
Morrisons’ top marketer discusses the brand’s ongoing turnaround, the Amazon deal and his expectations for Christmas.
Media transparency has become a major issue, but brands including Pernod Ricard, O2 and B&Q are taking steps to ensure they have more control and a better understanding of where their spend is going.
Both Aviva and Renault have been hit with bans after the ASA ruled that both had glamourised dangerous driving with “irresponsible” advertising campaigns.
People have different relationships with risk, but most businesses would be better off if they freed staff from the fear of failure and encouraged experimentation.
The most popular ads on YouTube last month included Dwayne ‘The Rock’ Johnson teaming up with Apple’s Siri and Nike exploring what goes into an athlete’s smile.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]
Food writer and entrepreneur Ella Mills started Deliciously Ella back in 2012, and it has since grown into a multimillion pound brand. Here she shares the secrets to her success and the role marketing has played.
The label ‘digital’ makes marketers throw all leadership rules overboard. They shouldn’t.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Smart agencies are taking responsibility; rethinking their lemming-like, pitch-for-anything behaviour. Marketers must press the reset button too, says Robin Bonn, founder of Co:definery.
TV advertising still relies too heavily on outdated stereotypes, new research suggests.
Our round-up of all the marketing news this morning.
More companies are launching sub-brands to appeal to a younger demographic, but they would be wise to take a look at the parent brand instead.
Marketing Week’s ‘Hack your commute’ series uncovers inspiring and fulfilling ways to spend your journeys to and from work that will expand your mind and broaden your horizons.
Catch up with all the week’s news including the launch of the premium iPhone X, Nespresso’s first sustainability campaign and Facebook’s new ad controls.
Despite Amazon’s own-label fashion brand Find going after its core customers, Next chief executive Lord Wolfson says he won’t slip into ‘terrible analogies of war’.
Plus marriage equality opponents in Australia outspend their opposition by nearly 500% in TV advertising and B&Q faces disruption from a French DIY website.
Twitter’s boss Jack Dorsey admits the platform hasn’t done enough to differentiate its ad product or prove to advertisers that it works.
Procter & Gamble’s marketing boss says this year has been a big wake-up call for the industry, but believes once the work on transparency is done digital can enter its next phase of mass one-on-one marketing.
The retail giant says consumer demand for big-ticket purchases is now ‘more difficult’, putting more pressure on the John Lewis Christmas campaign to succeed.
The water brand is hoping to solve the world’s plastic problem by ‘building a cult of people’ who will encourage others to switch from bottles to aluminium cans.
Facebook’s chief operating officer suggests the growing importance of digital and mobile and the speed at which consumers can find information is causing a fundamental change in the way brands communicate.
The social network is introducing new eligibility standards for publishers and creators that will lay out more clearly the type of content that can be monetised.
Google’s corporate mission that suggests openness and transparency is at direct odds with its actions.
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