Nearly two-thirds of people feel no benefit from the improving economy and are not kicking recession-formed habits, shows research seen exclusively by Marketing Week. But by familiarising themselves with these shoppers’ behaviours, marketers can still reach them.
Earlier this year, Evan Spiegel, chief executive of Snapchat, gave a keynote address where he talked about three characteristics of the era we’re living in: internet everywhere; fast and easy media creation; ephemerality. Snapchat is particularly known for the third of those, of course; the evaporating selfie, capturing a ‘moment of me, now’ has become an […]
Traditional market research can produce distorted information, but brands are now using big data and new technology to better understand not only what people do but why they do it.
As a slew of new smartwatches and wearables are launched, what value do they offer to brand marketers and their consumer targets?
Our panel of experts discusses how new technologies and ideologies are changing the remit of marketing roles.
Are you creating a marketing organisation for the long or short-term? Brands need to ensure they keep balance between immediate and more visionary ambitions.
Bruce McColl, global chief marketing officer at Mars, explains how the company’s philosophy of ‘mutuality’ is reflected in its brands and how they are measured against both their financial and social performance.
The relationship between a CEO and marketing department is not always an easy one.
Integrated marketing communication' may hark back to the heady marketing days of the Eighties but not everything old is outdated.
To be a global chief executive there are four things that really matter, according to Beatrice Lafon, group CEO of jewellery retailer Claire’s.
Marketing Week has launched a new, fully responsive website for use on mobile, tablet and desktop – but users will need to remember to register to continue using the site for free.
Sainsbury’s is halving the number of Nectar points it offers per £1 spent and is attempting to soften the blow with more “bonus” point offers and personalised rewards.
Dan Rogers, vice president of marketing, EMEA, at Salesforce talks to Marketing Week about B2B marketing trends, how to speak to customers at any stage of the purchase journey and putting theory into action at Dreamforce 2014.
Burberry says the launch of a campaign that allowed customers to personalise bottles of its ‘My Burberry’ fragrance with their initials and have them appear on ads helped lift revenue in its beauty division by 55 per cent in the first-half of its fiscal year.
However, unpicking what I think was meant the declaration begins to make a lot more sense. DM, or to give it one of the titles less tarnished, data-driven marketing is the template all marketers now use. What marketing is not based on behavioural data and is tracked against clear objectives? If there is any then […]