Post-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.
At 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.
From 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.
Consumers’ shifting buying behaviours present a commerce landscape that’s constantly in flux, meaning brands regularly have to reassess their sales and promotional channels.
This 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.
Successful marketing campaigns generate business growth and are even more effective when an organisation’s marketers work collaboratively with the sales team.
To 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.
After 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.
Personalisation 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.
Sport 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.
Brands 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.
UK watch time for music-related content on YouTube has been surging, representing an opportunity for brands to reach a deeply engaged audience.
UK 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.
Consumers 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?
The return to the office post-lockdown is fraught with issues, from creating a Covid secure environment to negotiating a hybrid approach that brings remote working very much into the mainstream.