With a wealth of data available from customers and prospective customers, new methodologies can help marketers reach the optimum audience and generate the best returns on investment, says Rocket Fuel’s Joel Christie.
Marketers need a clear strategy and the right systems in place to navigate the slew of legislation surrounding first, second and third-party data, says Ben Beard at Adobe.
Programmatic has been embraced by performance marketers, but now brand marketers are waking up to its creative possibilities and brand building power, says Philip Miles at DoubleClick by Google.
The 60th anniversary of the first British TV ad is encouraging most marketers to look in the wrong direction: backwards. TV ads remain the great tool of modern marketing and we would be crazy to forget it.
Emotional engagement and multichannel content have replaced product-driven ads.
From subliminal messaging to organised flashmobs, UK television advertising has come a long way since the 1950s. Discover what highlights there have been along the way.
Having recently inked its largest ever sponsorship deal with BT Sport to promote its Motors Marketplace, classifieds website Gumtree is targeting further deals as it aims to become one of the top 10 most popular sites in the UK.
In an environment that is plagued by falling print sales and a move towards digital, it’s undoubtedly a tough time to be a publisher. News UK’s sales director Karin Seymour explains why print brands need to start shouting about the medium to survive.
The deadline for entering the The Masters of Marketing awards is approaching fast (September 23) and therefore I thought I’d take a look at one of the most complex and somewhat overlooked categories: Performance Marketing. Put simply, performance marketing is the term we use for any online advertising campaign where the advertiser and affiliate or […]
Ahead of the 60th anniversary of TV advertising tomorrow (22 September) marketers reflect on the impact of TV advertising and the importance of integrating others channels in marketing campaigns.
TV is an awareness piece and allows the technology giant to move away from communicating product features to promoting user experiences, according to Microsoft’s chief marketing officer Philippa Snare, speaking to Marketing Week ahead of the 60th anniversary of TV advertising in the UK.
Some 76% of marketers are using the wrong measurements to track and prove the effectiveness of their marketing campaigns, according to a new study.
From Uber accepting it needs marketing to better tell its story to brands such as L’Oreal and Philips looking to the ‘internet of things’ to create tighter bonds with consumers, Marketing Week presents a round-up of the key talking points from Dreamforce 2015.
Coca-Cola has become the first brand to get its own emoji as part of a partnership with Twitter that will allow Coca-Cola to use the emoji in marketing campaigns globally.
Over in Cologne in Germany, the biggest names in the ad tech world have been meeting for the annual Dmexco conference. Yahoo’s head of international marketing and editorial Robert Bridge runs Marketing Week through his insights and the trends from this year.