Marketers often devote their attention at Christmas to big TV campaigns and eye-catching retail promotions, but ensuring existing customers are as engaged as possible in the winter months is just as crucial to a profitable festive period.
Managing a marketing team is one thing but creating one from the ground up in line with rapid business growth requires additional focus.
Blake Cahill, global head of digital and social at Philips, explains how content marketing is playing a key role in the brand’s transformation into a healthcare company.
After Marketing Week columnist Mark Ritson called into question the validity of content marketing as a discipline, a range of senior marketers have their say.
With Amazon and Google both launching connected home devices, brands need to start exploring the opportunities.
Too many brands are ‘interrupting’ the mobile experience with their ads rather than adding to it, says the company’s new UK boss.
Donald Trump has rewritten the rules of political communications with a campaign that has earned billions of dollars’ worth of free media coverage and shown the power of emotion over reason.
Donald Trump has succeeded in appealing to voters’ emotions during the US presidential campaign, but marketers should not rush to copy the tycoon’s tactics.
Many brands are still in a state of flux post-Brexit and while there are early signs of resilience marketers will need to be flexible to deal with ongoing uncertainty.
The software group’s marketing boss talks diversity, strategy and nurturing talent.
From AdBlock Plus launching its own advertising network, to Bake Off making the move to Channel 4, it has been a busy week in the world of marketing. We have lined up the five news items you need to know.
Hipster-friendly brands Byron and Deliveroo have both endured negative headlines over the summer, but what do their problems tell marketers about how to remain ‘cool’ in the eyes of consumers?
Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.
Marketers are accountable for every pound they spend so knowing the value of programmatic activity is essential.
Customer experience may be high on the agenda but many brands are neglecting to look more broadly at the overall brand experience, which is impacting consumer loyalty, new research finds.