Businesses frequently use the term, but what does it actually entail and who should be responsible for its execution?
Employer branding is as vital as your consumer marketing to attract and retain a talented, diverse workforce.
Marketing Week rounds up some of the best marketing campaigns of 2016 – from the most effective and most notable to those that took a forward-thinking approach to digital and new technology.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the UK brands’ stalling growth to Next’s CEO’s assertion that marketing spend is ‘not a decision made in the boardroom’, it’s been a busy week. Here is my take.
By investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.
With so few people aged over 50 working in marketing, is it any wonder those in their later years – and particularly women – feel underrepresented in advertising? Marketers need to double down on audience research to truly understand this vast demographic.
Having boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.