How to perfect your brand language
Mindi ChahalThe language a brand uses to describe its offer has a huge impact on whether consumers view them as the ‘best’ in their category.
The language a brand uses to describe its offer has a huge impact on whether consumers view them as the ‘best’ in their category.
As Simon Carter embarks on his first CEO position at market research agency ComRes, the former marketing chief of IT firm Fujitsu tells Marketing Week why it’s “fantastic” for the industry to have another marketer at the top and how to get there.
EasyJet has created a new director of customer role and will merge digital and marketing as part of a team restructure that will allow the low cost airline to focus on customer experience, business travellers and digital innovation.
Should marketers fear for their jobs or embrace the rise of artificial intelligence and machine learning, so they can adapt now and stay relevant in the future?
The rise of artificial intelligence poses a threat to marketers’ roles as we know them today, but rather than be wiped out entirely those that act now will discover unexplored opportunities.
Consumers can change their mind about buying a product or service at any stage of the purchase journey and for any number of reasons but two new pieces of research find poor customer service and lack of availability are the main turn-offs.
Understanding the role smartphones play in consumers’ path to purchase is only going to get harder as mobile ad spend rises, so what are the challenges and how can marketers look to overcome them?
By 2021 Ford will do more than “just sell cars” according to its marketing boss as it looks to develop electric cars, autonomous vehicles and services. But right now it is looking to refresh its brand image with a fleet of new vehicles, and personalisation is key.
Marketing Week outlines 12 trends, predictions and issues that will gain pace over the next 12 months. In part four we look at what’s next for augmented reality and virtual reality, further disruption to the agency landscape and how the diversity debate will move on.
Marketing Week outlines 12 trends, predictions and issues that will gain pace over the next 12 months. In part three we look at what’s next for artificial intelligence, why social media needs to take responsibility and the rise of Trump tactics.
Marketing Week outlines 12 trends, predictions and issues that will gain pace over the next 12 months. In part two we look at why zero-based budgeting will become the new normal, TV’s comeback and what the influencer model will look like in 2017.
When it comes to personalisation brands need to make the choice between using cookies or hard data, and whether to target individuals or devices, but what offers the best return on investment?
Marketing Week outlines 12 trends, predictions and issues that will gain pace over the next 12 months. In part one we look at the issues facing the ‘gig economy’, price hikes and retail disputes, and why marketers will be taking a harder line on measurement.
Ford’s long-term vision is not just about “selling more cars” but seeing how it can be part of the transport industry to see off disruption by tech giants such as Uber and Google.
Sky’s director of media champions cinema over digital advertising on a “small screen”, as new research reveals the sectors with the most revenue return on investment to gain through increased cinema advertising spend.