Is B2B marketing getting harder?
Steve HemsleyWith research suggesting B2B marketing is becoming more difficult in the context of Covid, is it time for brands to embrace risk and be bold?
Wearing their heart on their sleeve: The crucial role of brand values in the fashion industry
Steve HemsleyPost-pandemic, fashion brands have to live up to not just their own, but also their customer’s values, to stand out in an ever more crowded landscape.
Cutting through the noise: How to make your brand stand out online
Steve HemsleyAt an Econsultancy Live virtual roundtable, senior marketers in the home and garden sector debated how best to promote products creatively and prioritise customer experience in today’s shifting ecommerce ecosystem.
Why localism is more than just a lockdown fad
Steve HemsleyFrom John Lewis setting its sights on local gains, to M&S connecting to 3 million customers a week via store-based social media channels, the promise of localism is living on long after lockdown.
Why new buying habits require constant adaptation from brands
Steve HemsleyConsumers’ shifting buying behaviours present a commerce landscape that’s constantly in flux, meaning brands regularly have to reassess their sales and promotional channels.
How to time your marketing effectively in the run-up to Christmas
Steve HemsleyThis Christmas is set to be very different from the last, so to execute effective advertising campaigns brands must plan to peak at the right times, when consumers are most engaged with relevant content.
How brands can align sales and marketing more effectively to drive growth
Steve HemsleySuccessful marketing campaigns generate business growth and are even more effective when an organisation’s marketers work collaboratively with the sales team.
The key knowledge you need to rise to CMO – or even CEO
Steve HemsleyTo be a successful senior marketer or CEO of a consumer brand, you need knowledge that today’s junior marketers often lack, particularly in using mass media such as TV. Three top executives from Birds Eye, Nationwide and Eve Sleep explain why.
Planning ahead: Everything marketers know about 2021’s consumer
Steve HemsleyAfter a year like no other, how will consumers behave in 2021? Marketing Week spoke to a selection of Top 100 marketers to see how they are planning for the coming months.
Why creating value for customers creates value for brands
Steve HemsleyPersonalisation and brand experiences are evolving to focus more on what they give the customer, with the aim of increasing each one’s lifetime value to the business.
Why sport and gaming are a powerful combination for consumers
Steve HemsleySport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
How brands are thinking differently to find growth
Steve HemsleyBrands chasing growth in the context of 2020 need to be prepared to take ‘calculated risks’ and experiment with new formats, without losing sight of the long-term plan.
How to engage consumers through their passion for music
Steve HemsleyUK watch time for music-related content on YouTube has been surging, representing an opportunity for brands to reach a deeply engaged audience.
How consumers buy into fashion and beauty brands through video
Steve HemsleyUK watch time of fashion and beauty videos on YouTube is skyrocketing, revealing key opportunities for marketers to reach engaged audiences and convert them into customers.
The Covid cohort: How brands are promoting post-lockdown loyalty
Steve HemsleyConsumers have become more confident switching brands after the lockdown prompted many to try new products. But, how do companies keep hold of this new customer cohort, while also keeping loyal shoppers happy?