Suggested reading May 2016: a digest of new marketing literature
Mindi Chahal‘Emotion regulation and young children’s consumer behaviour ’ Young Consumers, Volume 17, Issue 2, June 2016 Researchers explore how children’s growing ability to effectively regulate their emotions influences their consumer behaviour. The authors use direct observations of children and a survey of parents about their child’s emotional development to give predictions of consumer behaviour. They explore […]
Unilever issues rallying cry to the marketing industry to ‘unstereotype’ gender portrayals
Sarah VizardUnilever admits marketing industry has been gripped by “inertia” in how it portrays men, women and families and is still succumbing to outdated stereotypes that are negatively impacting both society and business results.
Do marketers really need 100% viewability for digital ads?
Sarah VizardTwitter has introduced a new lower standard for the viewability of digital ads on its platform following requests from advertisers. The move comes despite widespread industry calls for 100% viewability and raises questions over it is really as effective as some marketers think.
Marketing being the ‘greatest value driver’ and removing silos: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Octopus Energy’s CEO underlining the importance of marketing to the need to remove silos, it’s been a busy week. Here is my take.
‘Lessons learned the hard way’: Marketers on the mistakes they made while building sustainable brands
Amrit VirdiMarketing leaders from Abel & Cole, Who Gives A Crap and Allplants share their trials and tribulations from working to become a sustainable brand.
Co-op’s top marketer on why being an ‘oversimplifier’ is his ‘superpower’ in the boardroom
Grace GollaschCo-op’s chief membership and customer officer Kenyatte Nelson says “simplicity” of communication helps him better connect with those at the top of the business to drive the importance of its membership scheme.
HSBC on the ‘double punch’ of dialling up distinctive assets
Charlotte RogersFor director of brand marketing, Sarah Mayall, the bank’s decision to hero its red hexagon logo is the “big win” of her time in role.