How to create the right conditions for ecommerce in B2B
Simon McEvoyEcommerce is growing rapidly in B2B as well as B2C brands but is still not the norm, so what’s the right model for customers as well as colleagues in sales and across the business?
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Marketing That Matters: How to use automation to grow a category
Marketing Week PartnerSenior marketers at Ancestry explain how the genealogy site has connected with a growing contingent of budding historians to “bring their backstory to life”, using techniques like automation and the ‘long tail’ of Search marketing.
Making your copy more concrete will boost ad recall
Richard ShottonConcrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.
From asking to listening: How Danone is using social insight to stay relevant
Manny PhamDanone uses social listening to get a deeper of understanding of what really matters to people, which has become all the more important since the onset of the pandemic.
Marketoonist on going back to the office
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketers hail ‘remarkable’ success of mentoring scheme
Charlotte RogersIn the space of just seven months the School of Marketing’s Mentoring Gen Z initiative has reached 500 young people hoping to kickstart their career.
How Team GB rewrote the rules of Olympics marketing on a shoestring
Matthew ValentineA strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
Emails, over-50s, recruitment: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
How Oddbox mastered national expansion while cutting campaign costs
Marketing Week PartnerGetting a handle on existing brand awareness made launching into three new UK regions cheaper and more effective.
Channel 4, The Body Shop, Team GB: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
How data can help marketers keep track of the ‘digital shelf’
Nikki GillilandDigital shelf analytics monitors performance data, helping retailers keep track of competitors and optimise digital touchpoints. From understanding why it’s important to the type of data provided, here’s everything you need to know.
Why becoming ‘master storytellers’ helped one B2B brand stay open for business
Matt BarkerDescribing commercial cargo as the “unsung hero” of aviation, marketing boss at freight brand IAG Cargo, Matthew Gardiner, explains why Covid-19 acted as a “call to arms” for his team.
Longevity and ageism: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the value of long tenures to the issue of age representation, it’s been a busy week. Here is my take.
Marketers signal ‘strongest hiring intentions’ since 2016
Manny PhamMarketers are confident about employment prospects as the UK’s vaccination programme paves the way for the economy to open up again, following a year of budget cuts and redundancies.
M&S, social media, Channel 4: 5 things that mattered this week and why
Marketing Week ReportersFrom M&S exploring new opportunities with ad-funded TV to brands coming together to collectively demand social platforms do more to stamp out racism, catch up on this week’s biggest marketing news.