Marketers would be far better off focusing on what definitely won’t change in 2019 and making a list of all the things they could do better than being distracted by hollow predictions.
We’ve gone from 16 down to two and now it’s time to decide the ultimate winner of our campaign of 2018 poll.
Story of my CV: Performance marketing specialist Stuart Brann caught the startup bug early on in his career before taking his digital skills to more traditional financial services players like Barclaycard and TSB.
Asos boss Nick Beighton says there has been an “unprecedented level” of discounting in the final quarter of the year, which caused the online retailer to issue a profit warning to the stock market this morning.
Brands often talk about being customer-centric but in reality, most businesses are still not set up with customers at their core. Simply installing a chief customer officer and hoping the rest will fall into place will not cut it in 2019.
Marketing Week predicts the key issues and challenges that will reshape marketers’ working world in the year ahead.
Marketing Week’s Visionary Marketer of the Year explains why brands need to give their agencies the time and space to have ‘the crazy idea’, and why the true test of a marketer is when things aren’t going to plan.
The end of the year often sparks marketers to look ahead, but to ensure they come up with future plans that lead to growth they need to make sure they are getting the best out of their teams.
Most marketers are missing out on the full potential of Facebook dynamic ads by failing to target the users most likely to buy.
Influencers can be a fickle bunch, willing to take money and promote the goods of the highest bidder, which in time will erode consumer trust and love for your brand.
We arm marketers with all the important numbers they need in order to tackle the week ahead.
Britvic trialled a new format when it pitched for work on its Wisehead Productions brands as it looks to reduce the amount of time, energy and cost that pitching can generate for both clients and agencies.
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 cereal brand is launching a new marketing campaign, Any-Which-Way-A-Bix, to combat a decline in cereal sales and tap into the trend to personalise food.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Artificial intelligence is a fast-developing field whose impact on the customer experience has until recently seemed largely theoretical, but now the real-life uses of AI by brands are ramping up.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
For many, the run up to Christmas is a time when things begin to wind down, but rather than switch off completely it can be the perfect opportunity to plan for next year.
Vodafone has improved customer experience by streamlining its order process online thanks to its “intuitive” chatbot TOBi.
Too many marketers are sticking rigidly to their contracted responsibilities: what they need is not a job description but a job purpose.
The ad regulator says harmful gender stereotypes have “no place” in modern advertising, with the new rules, which come into force next summer, banning sexist stereotypes such as a man’s inability to change a nappy or a woman’s inability to park a car.
We’re now down to four campaigns. Vote for your favourite to secure its place in the final.
Coca-Cola veteran and former sales director at distributor Coca-Cola European Partners, Paul Grace, takes over from Aedamar Howlett who has been promoted to a European marketing role after two years leading the GB business.
An increased focus on data and analytics is allowing Sainsbury’s to solve problems faster and develop new ways of working to ensure it is agile, efficient and unlocking new opportunities across all parts of the business.
A look at what motivates consumers to refer a friend to use a brand, and how brands can persuade customers to participate.
Find out how to make sure seasonal shoppers don’t just come to your website once, but want to shop with you again and again in the new year and beyond.
Mobile apps have a charmed life in the hands of smartphone users – they may be opened daily or rarely, kept long-term or quickly uninstalled. These tips will help you improve your chances of acquiring and keeping users.
Google updated its search algorithms earlier this year, in a change that has had a dramatic impact on some brands’ visibility. Here’s how you can respond.
SAS and Harvard Business Review reveal which companies are most successful at creating real-time customer experiences, and why.
With brands’ use of influencers growing every year, Influencer Intelligence looks in-depth at attitudes towards the channel across the industry and among the public.
There is still time for marketers to adjust and optimise their tactical plans for making the most of the sales opportunities this Black Friday and Christmas.
Personalisation will miss the mark if it is only based on past data – marketers also need predictive analytics to achieve its full potential.
Learn how to maximise the effectiveness of one of the most influential social media ad formats on the market.
Find out which companies are excelling at customer-centric communications, and how they are achieving it.
Businesses’ challenge today is no longer how to collect data on their customers, but which data is most useful and how it can be turned into ‘marketing intelligence’.
Marketing intelligence is the information needed to drive business outcomes, elevating insights to fuel brand strategy rather than just using them to optimise tactics.
The world’s largest social media publisher is dialling up its commitment to being a force for good with a new direction focused on everyday empowerment following its acquisition of rival Unilad.
Unilever’s marketing boss tells Marketing Week he is most proud of growing sales and profits every year, while also building a company with sustainability at its core.
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
From a boy dressed as a plug and an Elton John blockbuster, to a mischievous Christmas elf and an ad banned from television for being ‘too political’, we reveal YouTube’s most watched Christmas ads of 2018.
The winning campaigns from the first round of the competition have been randomly drawn against each other for the quarter final. Vote now to have your say.
Young marketers need to avoid getting stuck in commoditised ‘specialisms’ like social and SEO when the focus for brands is in strategy and experience design.
Brands must make plans, and contingency plans, to ensure they are ready for Brexit and in a position to act on whatever sequence of events actually comes about.
With consumer trust in brands falling, companies need to be willing to have a voice on certain topics, failure to do so could actually be more damaging than keeping quiet in 2019.
Could 2019 be the year the agency model finally gets a 21st-century update?
In a world of data breaches, hacking and fake news, social media giants will need to take greater responsibility for their communities if they are to avoid hefty regulation over the next 12 months.
From side-hustles to ‘squiggly careers’, marketers are embracing the opportunities of flexible working as they pursue multiple projects in a bid to turbocharge their professional development.
We’re likely to see natural language processing (NLP) reach a level of advancement in 2019 that finally makes more complex applications look both possible and appealing.
This prediction might be more wishful thinking than based in reality, but there are signs 2019 could be the year marketers succeed in getting their businesses to prioritise effectiveness over mere efficiency.
As consumer trends shift innovation will need to be faster than ever in 2019 with companies radically changing tactics in order to create a start-up culture.
Marketers share the key moments of 2018 that have changed the industry and impacted how they do their jobs.
Improving marketing capability, making sustainability a business imperative and inspiring other leaders have all been key to Weed’s success, say marketers who have both worked with him and watched his career.
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
Marketing intelligence is the information needed to drive business outcomes, elevating insights to fuel brand strategy rather than just using them to optimise tactics.
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.
After announcing the closure of 34 restaurants in May, Italian dining chain Carluccio’s is hoping to bounce back with a £10m cash injection focused on rebooting the brand.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Ahead of Barbie’s 60th birthday, Mattel’s chief operating officer Richard Dickson is rejuvenating the iconic doll brand to build a movement empowering the next generation of women.
When interviewing job candidates we often resort to clichéd questions that elicit the wrong information or favour the wrong person. Try some more considered alternatives.
Marketers are aware of persistent issues such as viewability and ad fraud in online media, yet they continue to pump money into these channels without safeguards in the belief they have no other option – they do.
We arm marketers with all the numbers they 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.
If you’re thinking of changing job in the new year, it makes sense to get a headstart and think about potential prospects now.
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