Most marketers claim to only measure effectiveness on an ad hoc basis, with just 13% of brands investing in ongoing tracking. But, is it possible to measure too often?
Tesco and Sainsbury’s price-matching to Aldi. Amazon drawing comparisons to Tesco. Asda matching to Home Bargains. Is the trend for positioning with – rather than against – rivals a good idea?
As UK inflation exceeds 10%, could the cost crisis fuel a boom in retail media as brands go in search of targeted promotions aimed at cash-strapped consumers?
Could “commercial creativity” be key to surviving record breaking inflation? Burger King and Heineken explain why investing in innovation now will pay off later.
With a pandemic and cost of living crunch causing unprecedented issues, a lack of retained relationships and loss of confidence on both sides, what can brands and agencies do to make briefing better?
As inflation hits record highs, showing solidarity with shoppers, refusing to sacrifice innovation and following customer data closely could help brands survive.
In the last of our series on what makes a great marketing organisation, marketers explain why “living the clichéd conversations” about company culture is crucial to turn intentions into action.
In the second of our new series on what makes a great marketing organisation, marketers share their tips on how to build a bank of influence in business and why learning the language of finance is a fix for impostor syndrome.
In the first of our new series on what makes a great marketing organisation, we explore why retaining talent requires a nuanced approach, from treating employees with respect to devising multiple definitions of success.
Post-Covid marketers are rethinking what they want from their careers, including exploring the opportunities of consultancy. But, does this new direction offer an accelerated learning curve or should they be prepared for bumps in the road?
By working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
With only just over half of marketers convinced they are measuring ROI throughout the funnel, is the fragmentation of both customer data and media shaking confidence?
With Marketing Week research revealing a socio-economic pay gap of 19.1% and the representation of working-class people in the creative industries going backwards, is it time marketing addressed its “class crisis”?
With 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
Recognising the need to be “more radical”, the Financial Conduct Authority has the backing of senior leadership to make marketing a “vital” part of its fight against fraud.