Such is the popularity of content marketing that 20p in every £1 of marketing budget is now spent on it. However, compelling and shareable content can be a hit and miss affair, so what are the best ways of creating great content and getting it seen?
Celtic FC has become the first club in the UK to commercialise its high-density Wi-Fi network, signing up Unibet as its first major backer in a deal hopes kickstarts efforts advertiser interest in the benefits of being able to target fans with real-time promotions during matches.
High-net-worth consumers are digitally fixated, experience-loving and more likely to regard themselves as part of the affluent global set than a citizen of their home country, suggesting marketers need to take an international approach to their communications.
John Lewis, Pizza Express and Ikea have been named the UK’s most family friendly brands according to Mumsnet but the majority of companies are failing to win over the demographic.
Thomas Cook Group has continued the centralisation of its marketing communications with the launch of its first group-wide advertising campaign, a move that stems from the desire to drive group-wide efficiencies but also to reflect research that it claims shows the travel needs of its customers are more similar across Europe than previously believed.
Waitrose’s Christmas campaign #bakeitforward is the latest sign of the upmarket grocer moving to a social-first marketing strategy as it looks to tap into a social media revolution that head of marketing Rupert Ellwood claims has “completely changed” the way people engage with food.
Rapper Professor Green describes himself as a “cottage industry”. Talking at our Festival of Marketing last week, he told more than 3,000 visitors at the event in London that he saw himself as someone with multiple roles – musician, brand ambassador – all of which go into building his own identity and reputation.
From discovering deeper insight into customer behaviour to tracking across channels and devices to pinpoint the all-important trigger point in consideration, Marketing Week assembled a group of CRM and marketing professionals to shed some light on the customer journey to purchase.
A marketing director recently mentioned to me that he thought his (non-digital) creative agencies weren’t keeping pace with technological change, and this was having a negative impact on his marketing communications output and, ultimately, on his business results.
Shadow Public Health Minister, Luciana Berger has warned the sponsorship of sports events by alcohol brands is potentially harmful and the party wants to have a “debate” about the current rules around sponsorship.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here.
Apple is to let advertisers purchase mobile app inventory through programmatic buying as it seeks out new ways to make its advertising ecosystem more accessible.
Tesco’s online director says UK consumers are creatures of habit when it comes to online food shopping, leaving the grocer with a challenge to ensure it creates an easy shopping experience but can also provide some inspiration.
Media owners and agencies were the subject of a rallying call to action last week: “Marketers can see the Promised Land but how do we get there?” The question come plea came from Dominic Grounsell, sales and marketing director at More Th>n. Speaking during a session hosted by The Marketing Society on global trends at […]
This week, I was asked for my opinion on ‘emotional engagement’ within business-to-business marketing. In my opinion it’s procurement that stands in our way.