Microsoft’s US marketing chief Grad Conn says marketers are being pushed into martech without knowing how to set up their organisations to manage it but believes that it will enable them to take control of the increasing revenue responsibility they’re facing.
Microsoft is buying LinkedIn for $26.2bn in a deal that the two companies say will “change the way the world works” but will also provide both with more data so they can serve more relevant content and advertising.
For the first time this year Millward Brown has included a business-to-business ranking in the BrandZ report. It classes B2B companies as those that generate the majority of their revenues from the B2B part of the brand.
The highest ranked brands in the BrandZ top 100 list have grown at more than twice the rate of those in the bottom two thirds over the past decade, proving that being meaningful, different and salient drives growth.
In part two of Marketing Week’s round-up of the biggest marketing trends from 2015, we look back at creative programmatic, the rise of virtual reality and reactive marketing campaigns such as Aldi’s John Lewis spoof.