Main media advertising budgets saw the biggest boost over the third quarter of the year, as marketers report growing optimism about the prospects of their businesses.
For 75% of marketers, the pandemic has permanently shifted how they communicate and collaborate at work, according to the seventh edition of Salesforce’s ‘State of Marketing’ report. At the Festival of Marketing, senior marketers from Metro Bank and Just Eat shared how they are overcoming new challenges and realising new opportunities.
Is personalisation still relevant, or even achievable, in a post-cookie world? Perhaps, if marketers are willing to lean in closer to consumers, suggests GSK’s Jerry Daykin.
Two years ago, the travel agency was front and centre in the news as it slowly crumbled under the crushing weight of its own debt. Now the brand is back on the market, rebuilding online with a new proposition.
With the right question, strategic investments, a range of methodologies and a “brilliant learning plan”, even those marketers with a small budget can produce effective and efficient research.
Marketers need to stop showing off and start knuckling down to help address sustainability targets, according to top marketers Danone, Asahi and Credit Suisse.
As travellers look to upgrade their holidays in search of post-Covid travel experiences, TUI is on a mission to broaden its offer beyond the package holiday.
Mochi ice cream brand Little Moons may have taken its marketing strategy to the next level since it went viral on TikTok earlier this year, but that does not mean the business is “walking away from digital”.
Sir John Hegarty, Jan Gooding and Reach’s Andrew Tenzer have made their cases for the marketing buzzwords, theories and jargon that must be banished from marketing.
P&G spent $130m (£94m) on marketing over the first quarter of its financial year, while also reporting a 5% boost in net sales to $20.3bn (£14.6bn).
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
In addition to launching a Mastercard sound and taste, the brand has now unveiled a Mastercard smell, all of which is helping it to elevate the brand’s status, says Raja Rajamannar.
The contradictions between what consumers say they want and what they actually do represent an opportunity for marketers to help bridge the gap, says Dr Carol McNaughton Nicholls.
Warning that marketers are falling into the trap of “obsessing” over efficiency, Sutherland argues businesses should instead be looking towards digital as a tool for experimentation, now more than ever.
The context for consumer decisions is changing fast, but how we choose has evolved over millennia, so why are marketers obsessed with change?