After identifying core segments and updating the positioning for most brands over the past few months, our secret marketer has now reached the end of strategy development. Next up: setting objectives.
As part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
As part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
As part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how to overcome some of the common pitfalls.
Making mistakes is no bad thing. Learning from them is what will make you a better marketer.
It’s patronising to suggest marketing is just a doorway into more “grown up” or “serious” professions.
Focusing on the 3Cs of customer, creativity and cost management will help marketers navigate the stormy waters ahead.
Since the pandemic elevated the role of marketing in many organisations, marketers are facing perhaps the highest levels of scrutiny on spend, so as the new year gets into full swing, it’s the perfect opportunity to reflect on the importance of creative impact and brand building.
Making mistakes is easy, it’s what you learn from them that matters. As the year draws to an end it’s time to reflect on what’s happened, take stock and look forward to 2023.
From improving processes and rationalising agencies to getting to grips with media charges, there are ways all marketers can strip out costs without impacting output.
Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency.
Think of marketing as a sandwich, with the bread representing brand building and the filling performance marketing. Separately they do a job, but the true magic only happens when they come together.
It takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
Our marketer on the inside takes us back to the ‘credit crunch’ in 2008 and a strategy that doubled profitability for one big brand despite the marketing budget being cut by 75%.
Our marketer on the inside admits being strategy-forward is not for the faint hearted, so has identified five key principles that will help brand leaders navigate through the fog of uncertainty.