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.
As the UK enters the deepest recession in living memory it is understandable companies have kicked into survival mode, but giving up on long-term strategy has the potential to cause serious brand damage.
While the attention in business has been firmly focused on surviving Covid-19, some brands are pushing to ensure that sustainablity does not fall off the radar.
Shifting consumer mindsets during the pandemic mean brands need to take action on data in real time, but this is only possible when silos are broken down.
Consumers’ attitudes have changed so much due to Covid that brands must first earn their position in the cultural conversation before amplifying with paid media.
Coronavirus forces brands to rely on data to understand new and unexpected consumer behaviours – and to build a ‘system of record’ so they can make sense of these insights across all touchpoints.
