Having boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.
By investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.
With so few people aged over 50 working in marketing, is it any wonder those in their later years – and particularly women – feel underrepresented in advertising? Marketers need to double down on audience research to truly understand this vast demographic.
With more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the UK brands’ stalling growth to Next’s CEO’s assertion that marketing spend is ‘not a decision made in the boardroom’, it’s been a busy week. Here is my take.
The grocer also plans to treble its franchise store network, expand delivery partnerships, simplify and reduce its range, and improve its loyalty proposition.
To really convince financial stakeholders, marketers need to urgently upgrade their marketing effectiveness language.
With the cost of living crisis dampening consumer demand, sales during August slowed “significantly” and were “below our expectations”, the retailer has said.
Though it’s easy for marketers to be seduced by the short-term wins that come with lower-funnel activities, the evidence is clear: it takes a full-funnel strategy to make it through a downturn unscathed.
Marketers often overlook how brand tracking surveys can be used to build fully permissioned data sets of exactly the kinds of consumers they want to reach.
The accounting software company’s new partnership with the Football Association plays into the brand’s history of “backing the underdog”, says marketing boss John Coldicutt.
UK companies grew just 1% in brand value over the past year, compared with 22% growth in 2021, according to BrandZ’s latest UK ranking.
Pernod Ricard is confident Christmas will be a strong period for its alcohol brands despite the cost of living crisis, with factors like the World Cup and the absence of Omicron this year expected to bolster sales.
New data suggests corporate-NGO partnerships will only increase in importance over the next three years amid the cost of living crisis and war in Ukraine.
More than a fifth of brands have no employees with dedicated responsibility for marketing effectiveness, according to Marketing Week’s exclusive Language of Effectiveness Survey.
With CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to deprioritise brand purpose, but with its own Ben & Jerry’s brand, which is suing it for abandoning purpose commitments.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
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On a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Coca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
With new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
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