John Lewis channels Dragons’ Den with new startup initiative
Rachel GeeRetailer hopes partnership with startup accelerator TrueStart can help it remain innovative amid disruption from brands such as Amazon, Asos and Aldi.
Month: July 2016
5 things that mattered this week
Leonie RoderickFrom Twitter kicking off a new campaign to lure in users and battle falling revenues to McDonald’s using Pokémon Go to boost the business, it has been a busy week in the world of marketing. Here are the five things you need to know.
How Warburtons is using ‘innovation and fame’ to drive the brand
Leonie RoderickWarburtons is celebrating its 140th anniversary this year, but faces challenges keeping momentum going as people become more health-conscious and reduce their consumption of bread.
Consumer confidence sees biggest drop in 26 years
Thomas HobbsConsumers are turning their backs on making big purchases as confidence takes a hit following the vote to leave the EU.
Instagram’s head of brand development on the future of marketing and what it takes to be a visionary
Rachel GeeAmy Cole talks about what it takes to be a visionary and what changes she expects from marketing in the next 10 years.
Can Coca-Cola rely on a boost from marketing or must it accept sales decline?
Leonie RoderickDespite the launch of its much-hyped ‘One Brand’ strategy and a multimillion-pound push for its ‘Taste the Feeling’ marketing campaign, Coca-Cola sales are declining as it faces dramatic shifts in consumer habits and growing concerns around sugar.
Why Apple TV is finally turning marketers’ heads
Rachel GeeWith brands including Just Eat, Airbnb and the Wimbledon tournament recently incorporating Apple TV into their social marketing strategies, will the platform finally take off for brands?
How newspapers can convince advertisers to return to print
Thomas HobbsCan print reverse a long-term decline in ad revenues or have marketers moved on?
Influencer marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Suggested reading July 2016: a digest of new marketing literature
Jonathan BaconMarketing Week has scoured the latest business books and journals for this digest of recent articles on marketing
Facebook’s next revenue opportunities: search, messaging and VR
Sarah VizardFacebook smashed revenue expectations in its most recent quarter as its focus on video and mobile paid off, but it is already looking to the next wave of revenues and positioning itself to win in search, messaging and virtual reality.
Clive Humby: The key to digital campaigns is to segment by social media behaviour
Clive HumbyMapping and segmenting consumers’ connections on social networks is the best way to target them at scale with campaigns that appeal to their interests.
BT Sport vs Sky: The battle of the football broadcasters
Rachel GeeBoth BT Sport and Sky are launching multimillion pound marketing campaigns featuring high profile players, including David Beckham and Gareth Bale, as they aim to convince consumers they should be the sports broadcaster of choice, ahead of the new Premier League season.
How insurer Vitality is winning new customers and boosting sales by making people healthier
Charlotte RogersVitality is looking to redefine the health and life insurance market by rewarding healthy customers rather than focusing on ‘doom and gloom stories’ after rebranding from PruHealth and PruProtect at the end of 2014. Marketing director Keith Kropman explains how the brand is changing behaviour.
Do marketers still want what Twitter is selling?
Rachel GeeTwitter is “losing its oopmph” among marketers, failing to attract enough advertisers, amid growing competition for social media budgets from Snapchat, Instagram and Facebook.