Helen Edwards: Stop ‘nudging’ customers and pay attention when they nudge you
Helen EdwardsBrands that ignore the small signs customers are unhappy will soon feel the financial impacts if they don’t respond.
Facebook’s Nicola Mendelsohn on why marketing in 2020 is a ‘marathon, not a sprint’
Charlotte RogersAfter a year of upheaval for Facebook, from ad boycotts to rows over hate speech, Nicola Mendelsohn is focused on the future, the value of resilience and the rise of discovery commerce.
Investing in digital skills and brand penetration: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Unilever investing in digital skills to the lessons from Premier Inn, it’s been a busy week. Here’s my take.
Nissan on reducing complexity and thinking holistically
Molly FlemingNissan’s head of customer experience loves to solve a puzzle whether that’s navigating Covid-19 or communicating the complexity of electric vehicles.
Sky aims to ‘recapture hearts and minds’ in major ad push
Sarah VizardSky is forgoing its usual product-led approach in a new marketing campaign that aims to build an emotional connection with customers and get people thinking differently about the business.
Premier Inn’s CMO on waking up the ‘dormant’ brand
Sarah VizardCovid might have forced Premier Inn to rip up the rulebook, but now it’s going back to its heritage and key assets to take its brand “to the next level”.
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To win the biggest legal battle in marketing, Google must show who its competition really is
Mark RitsonGoogle might have an 80% share of the search market, but as the investigation by the US Department of Justice will no doubt show there are now many more ways people find information online.
Meet the ‘transformative’ brand-NGO partners pushing for systemic change
Matthew ValentineCorporate-NGO partnerships have become increasingly important as brands seek to live up to their purpose during a year characterised by Covid-19 and global calls for social justice.
Effective data visualisation is the key to making informed decisions
Marketing Week PartnerSuccessful business decisions can only be made consistently through data democratisation and a culture of analysis.
How Diageo kept bartenders’ spirits up during lockdown
Matthew ValentineDiageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
Facebook, Nike, McDonald’s: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Coca-Cola, Unilever, Premier Foods: 5 things that mattered this week and why
Marketing Week ReportersFrom Unilever increasing investment in digital skills to Coca-Cola streamlining innovation here’s everything you need to know this week.
Embrace the art of improvisational listening
Max DickinsWe spend too little time listening and too much time preparing to speak. By focusing more on others’ words and less on our own response, we can make more progress collaboratively.
Almost half of marketers expect job cuts in the next three months
Molly FlemingWhile job prospects have improved slightly compared to three months ago many more companies are still expected to cut staff than hire.
Alarm bells ring after consumer expectations for 2021 take a dive
Matt BarkerThis month’s GfK research signals more pessimism and unease in the crucial run-up to Christmas.
Coke on how cutting brands will lead to stronger innovation
Molly FlemingCoca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
Unilever ups investment in ‘manpower intensive’ digital marketing
Molly FlemingUnilever is streamling innovation and investing in its brands as it looks to navigate the next period of Covid-19.
Understanding the ‘art and science’ of share of search
Charlotte RogersA measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
What role will effectiveness play in the post-Covid recovery?
Charlotte RogersAs brands adjust to the post-lockdown reality with recession looming on the horizon, will marketers reject an obsession with ROI and enter a “healither era” for effectiveness?
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It’s time for ‘share of search’ to replace ‘share of voice’
Mark RitsonShare of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
What role will effectiveness play in the post-Covid recovery?
Charlotte RogersAs brands adjust to the post-lockdown reality with recession looming on the horizon, will marketers reject an obsession with ROI and enter a “healither era” for effectiveness?
If you want a bigger marketing budget, focus on creating cash flows
JP CastlinIn the finance world, creating value means generating cash flows that exceed the cost of capital, so this is how marketers need to frame their internal communications.
3 Comments
To end associations with the Proud Boys, Fred Perry needs to do more than stop selling them shirts
Mark RitsonRestricting US sales will only strengthen the neo-fascists’ bond with the shirts they use as a uniform. The brand needs a big ad campaign to show it stands for the opposite ideology.
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TikTok is nothing new – to marketers, it’s just another ad platform
Mark RitsonAlthough its strapline, ‘Don’t Make Ads, Make TikToks’, touts it as revolutionary, TikTok will soon reveal itself to be another ‘traditional’ ad business, as its own media strategy makes clear.
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The opportunities and challenges of remote working
1. Introduction Due to the Covid-19 outbreak, an increasing number of organisations are ordering their workforces to work from home for the foreseeable future, meaning many businesses and teams are facing new and unprecedented challenges. Econsultancy has created this Best Practice Guide to provide marketers with the essential techniques to empower successful and powerful remote […]
How the coronavirus crisis is impacting digital transformation
1. Introduction Little more than a month ago, it seemed as though the effects of the coronavirus, while severe, would be temporary, with the worst of the impact experienced by those living in China and the surrounding countries. Now, we all know just how erroneous that assumption was. It’s not an exaggeration to say the […]
GSK’s consumer marketing boss on his mission to save the NHS £2bn
Charlotte RogersMarketing director of GSK Consumer Healthcare, Craig Percival, wants his team to capitalise on the Covid-19 fuelled trend for “self-care” in a bid to empower consumers, drive brand growth and divert pressure away from the NHS.
John Lewis poised to unveil ‘modernised brand purpose’
Matthew ValentineJohn Lewis chairman Sharon White kicks off a review of the brand purpose in a bid to gain a deeper understanding of the issues motivating customers.
How one brand is trying to shift from being known to being understood
Sarah VizardOS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.
What role can modelling play in recovery from Covid-19?
Charlotte RogersModelling could help marketers steer a course to recovery post-lockdown and taking a long-term, iterative approach will help them stay on the front foot.
11 Comments
It’s time for ‘share of search’ to replace ‘share of voice’
Mark RitsonShare of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Marketers underestimate the role of creativity in effectiveness
Molly FlemingNew research from Kantar finds that marketers are overestimating the impact of factors such as brand versus performance and multimedia, and underestimating creativity and brand size when it comes to ad effectiveness.
Marketing Week Top 100 2020: We reveal the UK’s most effective marketers
Marketing Week ReportersThe Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
From Beats by Dre to Saudi Arabia: One marketer on discovering the ‘challenge of a lifetime’
Charlotte RogersA thirst for new experiences has inspired Danielle Atkins to travel the world from Russia to Saudi Arabia via brands such as Beats by Dre and Kodak. Now as CMO of the Diriyah Gate Development, she believes she has uncovered the “challenge of a lifetime”.
3 questions I wish I’d asked as a junior marketer: Mastercard’s Raja Rajamannar
Sarah VizardFrom finding the right work/life balance to seeing the positive impact marketing can have beyond driving business growth, there are some questions Raja Rajamannar wishes he had asked earlier in his career.
Marketing Week Top 100 2020: We reveal the UK’s most effective marketers
Marketing Week ReportersThe Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
How to engage consumers through their passion for music
Steve HemsleyUK watch time for music-related content on YouTube has been surging, representing an opportunity for brands to reach a deeply engaged audience.
Marketing and Machines: How AI helps brands make their media effective
Marketing Week PartnerWe explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.