The B2B struggle: Why are marketers still under pressure to prove their value?
Marketing Week research sponsored by Omobono examines how B2B marketers can start driving business strategy instead of merely being told to execute it.
Why seamless service sets the best marketing apart
Sponsored by Salesforce
Customer experience may dominate marketers’ thinking, but they will never maximise its potential without collaborating with customer services staff.
How small businesses are tackling GDPR
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.
The challenge of achieving personalisation at scale
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.
Market research on a shoestring: How to get big insights from small budgets
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?
Two entrepreneurs’ advice for businesses employing single parents
The founders of a marketing agency and a holiday business share their advice for improving working conditions for single parents.
Why brands are failing to meet the needs of 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.
Buying into the philosophy of agile marketing
‘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.
Why perfecting corporate culture is the first step to nailing real-time marketing
While timing is everything when targeting customers in the purchasing journey, getting the corporate culture right is the first thing brands should do.
How Fujitsu is using market research to drive B2B content
Content plays a critical role for technology brand Fujitsu so its market research efforts focus on developing thought leadership ideas.
How to move B2B market research beyond face-to-face conversations
The way businesses operate may be evolving as digital processes continue to take hold but what does this mean for B2B market research? Face-to-face conversations are still important but social media, gamification and data analysis are leading to deeper customer relationships.
How credit card provider MBNA is integrating social data to build custom audiences
Nic Travis, vice-president and head of digital marketing at credit card firm MBNA, says the key to keeping on top of data is to make sure systems are ‘deeply integrated’ and to work with specialist businesses rather than big agencies.
‘Marketers are at risk of being driven by data’ – Diesel CMO
Data can help drive the creative process but many in marketing are overestimating its contribution, according to Diesel’s chief marketing officer Dario Gargiulo.
Unilever, Apple, Cannes Lions: 5 things that mattered this week and why
From Unilever’s Keith Weed calling out influencer marketing and other key moments from Cannes to the results of 20 years worth of salary survey data, we round up all the marketing news you need to know from the past week.
Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions
Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.
P&G: If you aren’t doing multicultural marketing, you aren’t doing marketing
Cannes Lions 2018: Marc Pritchard believes the days of marketing to a general audience are over, and with people wanting to see themselves in ads brands will have to start representing their whole audience.
