Large organisations that have traditionally recruited marketers from within are realising they need the new skill sets external candidates bring, but there is still value in organisational knowledge and opportunities for marketers looking to rise through the ranks.
With customer experience a focal point for businesses across all sectors, marketers shouldn’t just be looking at B2C brands for inspiration as B2B is increasingly seen to be leading the way.
The government is keen for businesses, particularly SMEs, to export goods as the UK readies to leave the EU, so what are the challenges and what role should marketing play?
A worrying trend appears to be emerging where B2B marketing influence dwindles as brands grow, resulting in marketers at big companies finding it difficult to get their message across at a senior level.
Marketing Week research sponsored by Omobono examines how B2B marketers can start driving business strategy instead of merely being told to execute it.
Customer experience may dominate marketers’ thinking, but they will never maximise its potential without collaborating with customer services staff.
No business will be immune when GDPR comes into force in six weeks and while a huge number of SMEs admit they are still unprepared, those that have got the ball rolling are starting to see positive results.
Customer expectations are continually changing, meaning brands need to offer relevant and smart personalisation across every touchpoint, but marketers at our roundtable, sponsored by Relay42, agreed it is sometimes easier said than done.
Marketers are forever being asked to achieve more with less so how can brands cut the budget without cutting corners when it comes to research?
The founders of a marketing agency and a holiday business share their advice for improving working conditions for single parents.
Despite there being nearly three million lone-parent families in the UK, many employers and brands are still failing to meet the needs of this group.
‘Agile’ means different things to different people but at its heart is a responsive approach all businesses can use, as Marketing Week’s roundtable in association with Workfront revealed.
Filmed at the first meeting of the School of Marketing’s Founding 50 last month, five young ambassadors discuss their plans to take the message nationwide and what they have learnt from their personal journeys about finding a career which fits their skills.
Copying successful brands in the belief they have a formula for growth is bound to fail. Focus on being better than competitors and solving business problems with a critical approach.
From Mastercard’s new sonic brand to Marks & Spencer splitting its ad account and Adidas making a move into the ‘stale’ hiking market, catch up on all the biggest news from the last seven days.
Marriott has spent more than two years on the launch of its new loyalty programme Marriott Bonvoy as it looks to align the more than 30 brands in its offering and get people considering one of its hotels more often.
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