SodaStream’s UK boss on life after the Pepsi buyout
Molly FlemingAfter its £2.6bn acquistion by Pepsi, SodaStream is planning rapid growth through a focus on marketing and innovation but claims it is holding onto its startup mentality.
Meet the DTC beauty brand founded on the psychology of consumer behaviour
Charlotte RogersDirect-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.
Nationwide, Disney, Hinge: 5 things that mattered this week and why
Marketing Week ReportersCatch up on all the marketing news this week including dating app Hinge’s first international marketing campaign, Nationwide’s use of comedy to get Britain saving and the first rulings on the ad regulator’s gender stereotyping rules.
Have the ASA’s new gender stereotyping rulings gone too far?
Ellen HammettPhiladelphia and Volkswagen became the first brands to have ads banned under the ad regulator’s new gender rules this week but the decisions have raised questions over whether the guidelines go too far.
How brands can be truly customer-centric
Steve HemsleyMost businesses try to put consumers at the heart of what they do, but many fall short because actually being customer-centric often means making business decisions that seem counter-intuitive.
Fake sponsored content should drive brands to dig deeper on influencer partnerships
Sarah PennyThe rise of influencers posting fake sponsored content to appear more lucrative to brands is just the latest fraudulent activity to hit influencer marketing, and it should encourage marketers to reassess how they choose partners.
How digital is shaping customer experiences in the beauty industry
Nikki GillilandThe beauty industry is a saturated market, meaning a stand-out product or interesting story is no longer enough to succeed as consumers become increasingly demanding and more digitally-savvy than ever before.
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We need a new ‘third way’ to set marketing budgets
Mark RitsonZero-based budgeting hurts long-term brand-building, while advertising-to-sales ratios are entirely arbitrary. There’s a much better, ‘two-speed’ way to set marketing budgets.
3 questions I wish I’d asked as a junior marketer: The Guardian’s Sonia Sudhakar
Erin LyonsSonia Sudhakar still struggles to speak up, but she wants young marketers to understand that showing vulnerability when asking questions is not a weakness, it’s an intellectual strength.
Marketers from Disney, TSB and Three share their top summer reading picks
Lucy TesserasThe summer is often quieter for many marketers, so it’s the ideal time to catch up on essential reading. Marketers from Direct Line Group, Zoopla and Nationwide give their recommendations.
ASA stereotype rules have kick-started positive change
Andrew GeogheganThe new rules around harmful gender stereotypes have caused brands to rethink how they portray gender in advertising and look more closely at the make-up of their own teams, says Diageo’s Andrew Geoghegan
Disney hires Sky CMO to head up Disney+
Sarah VizardDisney is ramping up focus on its new subscription service Disney+ by hiring Sky’s former CMO to head its direct-to-consumer business in Europe.
VW and Philadelphia first brands to fall foul of new gender stereotyping ad rules
Sarah VizardThe ad regulator hopes three rulings on harmful gender stereotypes – two against the brands and one in favour – will help clarify where the boundary lies.
Are innovation and privacy really opposed?
Ben DavisInnovation and privacy clearly have a deeply troubled relationship, but marketers should remember that the best marketing will always be about simplicity and universality.
The direct-to-consumer customer insight advantage
Charlotte RogersHelloFresh believes it is in a strong position when it comes to consumer insight as it has direct relationships with its customers.
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Why brands are failing to get the most from customer insight
Charlotte RogersWith investment in customer research on the decline, marketers are not addressing the basics, let alone testing new techniques like behavioural science, which means brands are missing what consumers want.
The direct-to-consumer customer insight advantage
Charlotte RogersHelloFresh believes it is in a strong position when it comes to consumer insight as it has direct relationships with its customers.
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True customer-centricity requires proper investment
Russell ParsonsMarketers often talk about their desire to be more customer-centric, but it won’t be achieved by cutting corners. Brands must invest both time and money to get it right.
How brands can be truly customer-centric
Steve HemsleyMost businesses try to put consumers at the heart of what they do, but many fall short because actually being customer-centric often means making business decisions that seem counter-intuitive.
Marketing needs to go back to extreme basics
Helen EdwardsBefore climbing up the benefits ladder marketers need to focus on getting the simple things right.
Women’s sport has now reached the sponsorship tipping point
Tanya JosephWomen’s sport is prime territory for brands that want to be associated with top-class players who people care about and who are getting media attention.
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Seven reasons why TV’s doubters are wrong
Mark RitsonOfcom’s latest data yet again shows why TV should be at the top of most big brands’ media plans, yet some marketers insist on ignoring the facts. Here are the answers to their most common quibbles.
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The changing face of retail and the real impact of 5G
Digital Shift: The changing martech landscape and horizontal innovation
From the ever-changing martech landscape and the rise of brands looking to innovate horizontally to the changing face of retail and the real impact of 5G, this Digital Shift report from Econsultancy covers all the hottest topics in digital marketing. Click below to listen to the accompanying webinar. Listen to the webinar
Marketers today face a radically different communication and product landscape.
1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]
Mobile users expect immediacy and convenience at their fingertips
1. Foreword Before the launch of the iPhone in 2007, and for some years after that, ‘mobile’ was perceived as a standalone channel, deserving a dedicated strategy, budget and team. Now that ‘mobile’ has become infused into every aspect of digital marketing, no longer considered as a distinct channel, do marketers still need a standalone […]
Festival of Marketing
Where ambitious marketers can learn, celebrate and shape the future
10-11 October
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Gillette launches premium division with first heated razor
Molly FlemingGillette Labs will focus on attracting smart tech enthusiasts as the brand looks to engage younger consumers through a new purpose and different routes to market.
Open to new ideas: How brands are democratising innovation
Marketing Week ReportersMarketing Week Explores: As brands strive to develop the next big innovation, the best strategy for success could be to collaborate with partners and search for ideas from across the entire organisation.
‘Fast and cheap’: How AB InBev is driving innovation
Lucy TesserasBy uniting marketing and innovation under the remit of global CMO Pedro Earp, AB InBev has cut development timelines from two years to just 36 days.
‘Traditional marketing practices are over’: Danone’s CMO on reinventing the function
Molly FlemingDanone’s first global CMO in a decade has overhauled marketing to create a new vision for the company that calls on brands to “be bold or die”.
Domino’s hires former McDonald’s marketer as first CMO
Sarah VizardEmily Somers, who previously headed up marketing at McDonald’s UK, will take on the newly-created CMO role that brings together sales, marketing, product development and innovation.
Marketoonist on ditching the CMO title
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The fintech revolution and its effect on customer experience
Rebecca SentanceOver the past few years, a digital revolution has been taking place in the financial services industry that has upended consumers’ expectations of customer service and left some incumbents scrambling to catch up.
How digital is changing the automotive customer experience
Nikki GillilandAutomotive brands are innovating the customer experience through digital technology: these are the trends that look set to impact the industry in future.
CMOs shift focus away from customer experience
Erin LyonsA new survey finds that CMOs are shifting customer experience down the priority list as new areas such as leading disruptive innovation and delivering business transformation move up their agendas.
Why B2B brands should adopt a challenger mindset
Marketing Week PartnerOur new video series on marketing effectiveness in B2B begins with Genpact’s Neil Dowling, explaining why disruption needs to be part of the marketing team’s psyche.
How brands can remove friction from the customer journey
Michael BarnettAt a roundtable hosted by Marketing Week in partnership with Facebook, marketers debated the cost of hindering consumers on the way to making a purchase, and how brands can keep them coming back with smooth, hassle-free experiences.
How financial brands are innovating with data
Michael BarnettThe financial services sector may be big and cumbersome, but brands are using an increasing number of data sources, focusing more on customer experience and engaging more customers in real time than ever before.
Mary Portas: ‘Innovation is the key to rescuing retail’
Michael Barnett‘Queen of shops’ Mary Portas believes retail is entering an exciting period where innovation is key and the future of the high street depends on community, connections and removing ‘friction’.
