Finding the best measure of success for content marketing
The importance of content marketing continues to rise for many brands but knowing how to measure effectiveness remains an issue.
Mark Ritson: Is content marketing a load of bollocks?
Mark RitsonThe emergence of content marketing as a separate discipline has distracted marketers from their real job of communicating with customers and selling stuff.
The big debate: Is content marketing really nonsense?
Jonathan BaconAfter Marketing Week columnist Mark Ritson called into question the validity of content marketing as a discipline, a range of senior marketers have their say.
Facebook admits more measurement errors
Sarah VizardFacebook has been overstating a number of key measurements, but says it is working to fix the problems.
‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Michaela JeffersonRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Advertising’s longer term ROI more than double short term, study finds
Grace GollaschAnalysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Pre-testing ads is not divisive, it’s a no-brainer
Mark RitsonAgencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.