Chief customer and marketing officer Louise Fowler explains how she is driving radical transformation at the Post Office aimed at making marketing more accountable, efficient and digitally savvy.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Diageo has implemented a new marketing effectiveness tool, dubbed Catalyst, that provides instant data to help the company’s 1,200 marketers make strategic and planning decisions.
Voice search technology such as Amazon’s Alexa threatens to supplant brands with automated purchase decisions in which tech companies, not retailers, own the customer relationship.
Inspiring ideas to expand your mind on the way to work.
It’s a key time of year for media trading and brands need to keep a close eye on their agencies to be sure they get a good deal, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.
Anna Bentham, director of strategic planning and propositions at Nationwide shares her thoughts on how middle and senior management can better work together and the evolving world of work.
The British clothing brand claims its new ‘<3 Immigration’ campaign is breaking new ground in the fashion industry.
Despite admitting Brits are currently less likely to splash out on big ticket items, John Lewis’s customer experience director Peter Cross says the retailer won’t be drawn into cutting prices this Christmas.
Data is forever used to prove marketing’s positive effect on the bottom line, but could marketers be at risk of sacrificing pace and creativity by relying too heavily on the numbers?
Procter & Gamble says it will seek to strike a balance between personalisation and mass targeting by not compromising on its brands’ purpose.
The promise of data is as big as the volume available. Don’t jump at the sight of a spreadsheet promising cheap reach at scale, however. Take a moment to ask, what am I trying to achieve here?
The bank’s CMO says clients have lost trust in the big five agency holding companies because of a lack of transparency and “indulgence in funny stuff”.
The low-alcohol beer brand is boasting of a 27% repeat purchase rate since its return to the UK market this year, and claims young people who have fallen out of love with beer are among its biggest customers.
Marketers are still failing to accurately portray the over-50s in advertising, despite extensive research showing a golden opportunity for brands that get it right.
Catch up on all the most important marketing news from the around the world with our morning round-up.
Learn how taking a digital approach to research can help measure actual behaviour and marry it to ‘claimed’ behaviour for a richer picture of how consumers are acting.
Catch up on all the week’s big marketing news including Diageo talking through its new effectiveness tool and fashion brand Jigsaw taking a stand on immigration.
The Marketing Society launches Marketing for Change, a campaign to encourage brands to change how they approach mental health in the workplace.
The value of career diversity cannot be underestimated so take control and make yourself stand out.
Plus Wal-mart looks to take on Amazon by cutting costs and opening less stores and Puma pushes same sex marriage equality in Australia.
This month’s most popular YouTube ads feature Natalie Portman jumping into the sea in the name of love and Coca-Cola showing off its sustainability efforts.
Marketing Week beat titles including NME, Cosmopolitan and Campaign to win the prestigious publishing award.
While big discounts play a huge role in getting shoppers online on Black Friday, there are other options available to secure sales on the big day.
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.
New research shows that instead of not talking to women in the right way, financial services brands are “not talking to them at all”.
Marketing Week reviews the latest books for marketers.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The cycling brand believes marketers should be as close to their product as possible but admits it is has 40 years worth of customer data to catch up on.
Amazon’s Alexa platform will play a key role in Unilever’s ongoing digital transformation, as the FMCG giant looks to tap into the power of voice search to stay connected to consumers.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Catch up on all the most important marketing news from the around the world with our morning round-up.
Ritson and Sharp locked horns over some of marketing’s thorniest issues, such as science, creativity and targeting – but found common ground rejecting marketers’ feelings of shame about their profession.
Coca-Cola gives Schweppes an historic makeover Coca-Cola unveiled plans to invest heavily in its Schweppes brand as it looks to tap into growing consumer demand for “quality” mixers and fight off newer competitors such as Fever-Tree. The investment, its biggest in the UK in more than 200 years, aims to give the brand “a new […]
The department store’s marketing director Becky Brock believes delivering human experiences can be its differentiator over the years to come.
Chinese consumers boast a high disposable income and strong desire to travel, so with one of the busiest holidays in the Chinese calendar drawing to a close, we take a closer look at how to engage this complex audience.
As the Festival of Marketing has comes to a close, we round up all the highlights from day two, from M&S wanting to be a media company and Nestle working with startups to Malibu’s digital transformation and Starling Bank’s focus on problem solving.
The brand with the best “culturally relevant” campaign will win £50,000 of airtime on Sky Media’s AdSmart platform.
Marketers are falling short when it comes to portraying different gender identities and sexualities in advertising, new research shows. Diageo says brands must work with the community if they are to get it right.
Marie Curie was caught up in the brand safety scandal earlier this year and won’t advertise on YouTube again until it allows its ad verification technology.
Plus Facebook admits 10 million people saw Russian-backed ads and P&G looks to highlight pollution damage in Thailand.
Jo Malone had little marketing experience when she started her eponymous brand but says her advice when building a business is to remember the ‘5Is’ – inspiration, innovation, integrity, ignition and instinct.
Unless they are prepared to take accessibility and inclusivity seriously, brands and retailers could lose out on billions of pounds by ignoring the spending power of disabled customers.
Vodafone is launching the biggest marketing campaign in its history as it revamps its strategy, strapline and visual identity around the theme of “future optimism”.
After a busy first day at the Festival of Marketing we round up all the highlights, from Unilever making chatbots ‘less boring’ and micro-targeting at Sainsbury’s to celebrating neurodiversity at Direct Line.
A CMO can come from any background but must assimilate new ideas quickly while adapting to corporate pressures, according to a panel of senior marketers at the Festival of Marketing.
Brands understand the power of the data revolution but internal silos and new data laws are hindering its effectiveness, leading marketers at our Experian-sponsored roundtable event to streamline their approach.
The discounter’s head of media Sam Gaunt says the marketing industry is “guilty of overselling programmatic” and that the brand gets much better ROI from press, radio and TV advertising.
The author and TV presenter told the Festival of Marketing why we need to face up to the great “tsunami” of AI and prepare for human society 3.0.
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