As the BBC’s Great British Bake Off wraps up its sixth series, new web search data shows that the programme not only sparks more interest in baking products each year but also drives purchase intent, with more consumers clicking through to online stores.
In their pursuit of a disruptive digital strategy, brands advocate shifting spend from high impact TV advertising to a personalised, content-led approach.
A clear majority of British parents want marketers to stop pushing gender stereotypes, with the concept of ‘fixed roles’ within the modern family fading.
Even before the rise of ecommerce, customers could reserve stock in one store at the till of another. Now the key to retail success is making it easy to access the right channel at the right time – and having a product worth buying.
Heineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Aviva says marketing will play a “crucial role” as it looks to drive future growth, with the newly-created chief customer and marketing role designed to help it achieve those ambitions.
The sportswear retailer retained the majority of its revenues after moving consumers online during last year’s Covid-19 lockdowns, but physical retail remains a key component of its long-term plans.