Our video series on marketing effectiveness in B2B continues with Microsoft’s Michael Cunningham, explaining why business brands need to invest at the top of the funnel, not just focus on leads.
When Netflights was looking to challenge industry norms with its brand refresh, its agency The Hatch saw humour as the way to connect with ordinary people.
Conversation-starters are the best way of solidifying relationships with customers, as delegates at the Festival of Marketing heard.
Personalising a customer’s experience should mean that brands respond in real time to the context of each individual’s natural journey, but to achieve this requires marketers to take the lead in breaking down their companies’ silos.
Brands need to see customer experience as an emotional reason for them to engage, not just a rational one, using insights on individuals to inform human interactions.
One-to-one personalisation of marketing is now becoming a reality, but brands still have some way to go to appear truly human, starting with getting the context of their communications right.
Brands in all sectors need to use all available insights to delight their customers as the experience is now as important to them as the product or service.
Artificial intelligence systems can refine customer targeting and improve programmatic advertising, but only with human oversight.
News brands are strategically focused on creating platforms where content is available how audiences want it, so why isn’t the flow of money following?
Advertisers that recognise the true value of context and the consumer’s state of mind have an opportunity to create more positive associations.
Greggs won Marketing Week’s Brand of the Year award, but all five on the shortlist had a strong case based on data and impressive strategies.
An expert panel at the Festival of Marketing debated how influencer marketing should be measured, and why brands and influencers need a genuine rapport.
YouGov’s latest report analyses the key characteristics that employees and employers need to possess – and avoid – to create successful workplaces.
As technology advances, marketers have unprecedented ability to scale and personalise messages with new tools provided by artificial intelligence. In this video webinar, top marketers debate how to make best use of them.