If you’ve ever looked online for holiday accommodation, it’s almost guaranteed that a result from Booking.com will have popped up on your search. The booking platform, which allows users to book flights, hire cars and attractions as well as stays, is renowned for its search engine marketing.
Exclusive research from Marketing Week reveals 14.9% of marketers focus solely on brand marketing, versus 8.6% of their peers whose main focus is performance marketing.
The travel accommodation business cut sales and marketing spend by 28% to $229m over the first quarter of 2021, “primarily” a result of slashing performance marketing investment.
The era of brand and performance as separate and distinct strategies is coming to an end, as marketers rethink everything from media strategy and creative synergy to team structure and semantics.
AB InBev’s volume sales declined by 15.3% in North America in the final quarter of the year, this was primarily driven by Bud Light, over six months on from a boycott of the brand.
The business cut marketing spend by 25% in 2023, despite making key hires in ecommerce and retail media.
Tasked with managing the tensions between long and short-term growth, Mars Food & Nutrition marketing boss Matthew Graham explains how his team focused on “fewer, bigger, better” innovation.
Weaker consumer confidence and an increasingly promotional environment has led Halfords to downgrade its profit expectations and seek strategies to cope with market volatility.