While digitalisation is short-term fixes, digital transformation is rethinking everything to set-up businesses for future growth. To get it right, ask yourself these key questions.
Despite some questionable business models, we can all learn from ‘digitally native vertical brands’ but not necessarily for the reasons touted.
Too many marketers are asking for data that’s easy to measure and KPIs that are simple to track, rather than really listening to customers and understanding their wants and needs.
Startups have disrupted global markets and big brands by spotting unregulated industries and gaps in enforcement, so established businesses have to fight back and exploit their own opportunities.
Anyone with a credit card and an idea can build an ecommerce businesss using low-cost global suppliers, knocking down the barriers to entry that were once brands’ greatest assets.
In the second of three articles on the future of retail, Zenith USA’s head of innovation Tom Goodwin says marketers must get used to everything being a ‘shoppable layer’ of retail, placing their brand wherever sales can happen and shortening the path to purchase.
Retail is becoming a world of extremes. Brands either need to remove complexity and make the process as simple as possible, or add it in to create a “delightful” experience, says Tom Goodwin, executive vice-president and head of innovation at Zenith USA.
Marketing Week has selected its top campaigns of 2018 and now it’s your chance to have a say.
From Keith Weed’s decision to retire from Unilever to Iceland topping the list of the best ‘Christmas’ campaigns and Formula E refreshing its brand ahead of the new season, catch up with all the major marketing news this week.
50 young marketers answered the call to become School of Marketing ambassadors, ready to spread the word about how fulfilling and dynamic a career in marketing can be. Here some of the 50 share their thoughts on what needs to change to get young people excited about marketing.
As Unilever marketing boss Keith Weed steps down, what does this mean for the company and what legacy is he leaving behind?
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