The challenge of marketing YouTube
CMO Danielle Tiedt believes her job involves “reflecting” the site rather than shaping its direction and that YouTube has a role to play in inspiring marketers
CMO Danielle Tiedt believes her job involves “reflecting” the site rather than shaping its direction and that YouTube has a role to play in inspiring marketers
Coca-Cola is launching a new YouTube channel CokeTV today (1 July), featuring what it describes as “entertaining and authentic” content from popular YouTube vloggers in a bid to connect with more young adults across the UK.
YouTube is challenging how much marketers spend on TV, saying that in 80% of cases brands “can confidently double their spend on YouTube” and still get better ROI, but is YouTube really competition for TV or should it be focused on how it complements?
Following the news that Instagram’s user base has reached half a billion people, Marketing Week sat down with its director of market operations, Jim Squires, to discuss the milestone, what it means for brands and advertisers and what comes next for the social media platform.
Allwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
This week our marketing columnist asks and then answers the most annoying question of them all.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.