Inflation hacks: Marketers on navigating the cost crisis
Matthew ValentineAs inflation hits record highs, showing solidarity with shoppers, refusing to sacrifice innovation and following customer data closely could help brands survive.
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?
To get brand diagnosis right, marketers must be willing to hear some uncomfortable truths, get the whole business on board and seize the opportunity to improve.
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.
The retailer plans to invest “as much as it possibly can” in digital marketing, after adopting “new and more effective ways” to maximise return.
From building brands at Ancestry and Betfair to taking on the incumbents at Moo and Hometree, Paul Lewis has built his career on growing startups and injecting “brand flair”.
With loyalty schemes being either launched or revamped in growing numbers, the more consumers see of best in class propositions the more brands must fight to meet their expectations.
Despite facing 10 months of Covid-enforced closure, PureGym claims adversity has made the business stronger and clarified its purpose as a “health brand”.