Digital trends for 2016
The digital trends and developments which I believe will shape the industry and digital marketing planning and thinking.
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How CRM is becoming the ‘new advertising’
Lucy FisherOne-to-one communications are increasingly replacing above-the-line campaigns.
Why CMOs are shifting their focus from customer acquisition to retention
Sarah VizardCMOs are shifting their focus and budgets from acquiring new customers to keeping them engaged throughout the customer journey, according to a new study.
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Why are brands taking agencies in-house?
Leonie RoderickWith Coty acquiring social content agency Beamly as it gears up to buy beauty brands from P&G, agencies must keep up with client demands in order to survive.
Ebay UK promotes CMO to general manager role
Niamh CarrollEve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
‘Accept that you’ve never sussed it’ – marketers on the challenge and opportunity of measuring effectiveness
Molly InnesThe second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
How brands can overcome the confidence gap in marketing effectiveness
Richard McLeodRecessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
Why are marketing strategy and brand management undervalued by businesses?
Molly InnesFrom focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?