The Marketing Academy reveals its 2016 scholars
Sarah VizardThe Marketing Academy has selected the 30 emerging leaders that will take part in its 2016 scholarship programme from more than 350 nominations.
Month: May 2016
Using YouTube data to make outdoor campaigns more effective
Rachel GeeEurostar is one of the first brands to make use of new tech that allows marketers to change their outdoor campaigns based on real-time feedback on what has been successful on YouTube.
How the ‘big four’ are balancing product quality with price cuts
Thomas HobbsSainsbury’s and Morrisons have rejected claims that a focus on price cuts will lessen quality perception, with both claiming that a mix of premium quality and competitive pricing is key to revival.
Businesses are failing to account for brands’ value
Thomas HobbsBrand valuation has come in for criticism lately, notably from Marketing Week columnist Mark Ritson, but Brand Finance believes brands need to start providing more transparency over their intangible assets and see the value in things like intellectual property (IP) and integrity if they want to see their brand value rise.
How one brand is disrupting the finance industry
Rachel GeeFinance start-up Azimo is hoping to take on the might of the banks as it looks to shake up the money transfer industry.
What marketers can learn from getting closer to sales
Leonie RoderickWith more big brands moving their marketing and sales departments closer together in a bid to become more agile, marketers will need to talk the talk as well as walk the walk if they want to take on the commercial side of the business.
Marketers matter more than ever – Marketing Week is your voice
Russell ParsonsMarketing’s influence is bigger than ever. Few other roles have the depth and breadth of responsibilities. From the big strategic challenges to issues of execution, Marketing Week promises to serve all your content needs.
Just 8% of brands are ‘very satisfied’ with their agency partners
Mindi ChahalAs more brands consider taking activity in-house, how is the client-agency relationship changing and do marketers have greater control?
Brand strategy, data and customer experience are marketers’ new priorities
Mindi ChahalThe fundamentals of marketing are the same as ever despite changing media and consumption habits, but new Marketing Week research shows customer experience, data and brand strategy have gained in importance while advertising has become less of a day-to-day priority.
5 things that mattered this week
Sarah VizardFrom Unilever proving ROI through Snapchat to Leicester winning the Premier League and McDonald’s first VR campaign, we run down the most important marketing news from the past week.
Notonthehighstreet could soon be coming to a high street near you
Thomas HobbsHigh street stores will be a “big part of the future” for Notonthehighstreet.com, according to its chief executive Simon Belsham, who says its brand focus in sharing the stories of its suppliers is giving it “an edge” over bigger names such as John Lewis.
McDonald’s says it is ‘ahead of the curve’ as it launches first virtual reality campaign
Leonie RoderickMcDonald’s is launching its first virtual reality (VR) campaign today (6 May) to show consumers where its products come from and how they are made, as well as change people’s perceptions of the farming sector.
Mark Ritson on what makes stupendous and stupid marketing
Sarah VizardMark Ritson, our award-winning columnist, consultant and marketing professor, gives his views on millennials, targeting and digital marketing.
How Icelandair’s ‘Stopover Buddy’ experiential campaign boosted sales by 30%
Rachel GeeIcelandair took advantage of a growing apathy towards traditional tourism with its ‘Stopover Buddy’ campaign, which paired travellers to Iceland with a local host. And the quirky campaign has seen big success with demand outstripping supply and website bookings up by 30%.
Three ways the BT brand is evolving its strategy for growth
Rachel GeeJust three years ago BT was contracting by 3% a year but it has managed to turn that performance around with profits and revenues up during a “landmark year” for the business. It is now focused on evolution not revolution and will focus on developing its customer service, the EE brand and convergence plans as it looks to become the telecoms firm of choice.