Seven myths about TV advertising – and why you shouldn’t believe them
Marketing Week PartnerFirst-time TV advertisers will need to see past stereotypes that it is costly, hard to measure and in decline. Here’s why those views are outdated.
How proving effectiveness is helping one retailer to defend media budgets
Marketing Week PartnerThink marketing is tough in the UK? Belgian retailer Delhaize, like all its compatriots, must legally factor in inflation-linked pay rises, putting extra strain on marketing budgets already under threat.
How to ensure your marketing spend counts in the ‘golden quarter’
Marketing Week PartnerGetting your channel mix right and targeting the right audience with bold creative are key to achieving cut-through and using budgets effectively at Christmas.
Black Friday and the holiday season: Actionable tips and strategies for 2022
Marketing Week PartnerHere are the insights you can implement now to help your ecommerce strategy grow, and understand some of the opportunities and benefits the holidays can bring.
Why brands can’t afford to skimp on gifts this Christmas
Marketing Week PartnerWith the cost-of-living crisis hitting everybody, gift cards could have an outsized impact on brand loyalty, as you’ll be seen to be helping out when it matters most.
Ethics matter: Closing the customer expectation gap
Marketing Week PartnerA session at the Festival of Marketing focused on the gaps between consumer expectations and what brands are delivering – but also, crucially, what can be done about it.
Unified collaboration: How it proved a ‘gamechanger’ for Dr Martens
Marketing Week PartnerCampaigns requiring input from multiple partners or departments are at best a headache and at worst chaotic, with marketers wasting valuable time keeping track of basic tasks. For Dr Martens, the solution lay in uniting them on a single platform
Leading through crises: Tips from Marketing Week’s Top 100 marketers
Marketing Week PartnerWhile it seems like the world is ricocheting from one crisis to another, a panel of Marketing Week’s Top 100 marketers discussed how to keep a cool head.
A design for life: How to make digital marketing sustainable
Marketing Week PartnerMarketers have a responsibility to integrate sustainable thinking across their whole discipline, acknowledging and reducing the carbon footprint of digital activity.
Data, tech, and teams: The ingredients of a winning campaign
Marketing Week PartnerVirgin Media O2 and Monzo reveal how de-siloing data and teams can optimise the customer experience.
‘Zero-party’ data: Rebuilding consumer trust in data sharing
Marketing Week PartnerBy creating rewarding experiences that give consumers reasons to share information willingly, brands can earn greater trust as ‘data guardians’ while powering more relevant personalised marketing.
Mining for gold: How to make personalisation work for your customers
Marketing Week PartnerFestival of Marketing delegates debated how to personalise efficiently while building customer trust, with suggestions ranging from new roles for ‘gold nugget miners’ to simply paying attention to customers’ experiences.
‘A £5m opportunity’: How Studio Retail used data to transform its media mix
Marketing Week PartnerLooking to accelerate its transformation from a reliance on catalogues to a fully digital ecommerce approach, Studio Retail used data and modelling to discover how customers could be more effectively reached through digital and TV marketing.
Scenario planning: A silver bullet for adaptable marketing
Marketing Week PartnerBrands heading into a likely recession need to plan using data that can quantify the impacts of reducing, maintaining or even increasing marketing budgets.