How long AI will be the most critical skill for B2B marketers remains to be seen, but staying on top of the tech and being curious could be the real route to success.
With curated stores, TV deals and influencer collaborations high on the agenda, top marketer Anna Braithwaite admits M&S still has “a long way to go”.
Marketers shouldn’t leave creativity to their agencies, but use customer insight and business objectives to create a long-term vision with clear direction.
Despite the emergence of new channels, the IPA’s 2024 Making Sense report finds people are slipping back into pre-pandemic media consumption patterns.
B2B brands built on the back of Ehrenberg-Bass’s principles, using AI to amplify their advantages, will dominate the market in the coming century.
Getting to grips with AI will be more important for B2B marketers over the next three years than understanding data or cross-functional collaboration, according to new data.
If you managed to buy a ticket for the Oasis reunion shows, the chances are a powerful behavioural science bias was influencing your decision.
Trinny London, the beauty brand launched by Trinny Woodall in 2017, is launching its first permanent store and investing in brand marketing for the first time.
Derek Morrison, MD Retail Marketplace at UNiDAYS, explains how businesses can tap into Gen Z’s key shopping moments in the coming months.
The campaign group’s latest film subverts Unilever’s marketing by taking aim at Dove’s Real Beauty campaign on its 20th anniversary.
The homeware retailer has driven more small-ticket purchases this year, as it increased volume sales by 6.2% and sales value by 4.1%.
Brand marketing drives sales but performance doesn’t build brand. Most marketers should separate the two, or they’ll risk under-investing in long-term growth.
Celebrating the “beginnings of a new M&S”, the retailer is partnering with ITV on a TV show aimed at lifting the lid on its “high-performance culture”.
The UK-based travel company is the latest to appoint a chief marketing officer for the first time.
Elevating customer experience, facilitating ‘win-win’ brand partnerships and reconnecting with ‘lost’ customers; there’s much more to affiliate marketing than you realised.
DTC cleaning brand Purdy & Figg is on a mission to drive growth in a new category by “reimagining” the cleaning experience.
We arm you with all the numbers you need to tackle the week ahead.
When used correctly ROI remains an invaluable tool for any marketer looking to prove effectiveness and, despite a fall in its use, it cannot be ignored.
Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Despite a drop in its perceived importance, ROI is still the metric most marketers believe their company is judging them on.
Marketing and finance are often portrayed as adversaries, but having worked in both agencies and as an investment analyst, Martin Deboo argues marketers are misguided in how they attempt to build understanding with finance.
The advent of AI search is going to cause headaches for Google – and change the balance of power from performance marketing back to brand.
The political activists targeting Gail’s have taken a leaf out of modern marketing’s book.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.