How digital is shaping customer experiences in B2B
Rebecca SentanceFrom an increase in self-serve and personalised experiences to the rise of live chat and marketplaces, digital technologies are transforming the customer experience in B2B.
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Kraft Heinz: Our goal is to become global leaders in marketing
Manny PhamTo become a world-leading marketing organisation, the FMCG giant says it needs to be “bolder and more creative”, highlighting examples such as the collaboration between Heinz and Weetabix in the UK.
Brands join football’s boycott to protest ‘toxic abuse’ on social
Matt BarkerThis should have been a big weekend on social for Cazoo, with two of the teams it sponsors playing each other in the Premier League. However, its CEO says brands have a “responsibility to the wider community” to do the right thing.
CMO tenure falls to lowest level in over a decade
Michaela JeffersonWhile average tenure continues to decline, the number of CMOs from diverse backgrounds has also dropped to just 13%.
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Customer acquisition is the only viable growth strategy in B2B, says Ehrenberg-Bass’s Romaniuk
Michaela JeffersonThe majority of B2B marketers believe brands grow through customer loyalty rather than customer acquisition, but that couldn’t be further from the truth, according to a major new study by Ehrenberg-Bass Institute’s Professor Jenni Romaniuk.
Unilever accelerates digital expansion as it looks to ‘invest and grow’
Manny PhamChief executive Alan Jope says ecommerce will “clearly remain a key channel” after the pandemic, and is keen to bolster Unilever’s digital operations further in response to changing consumer habits.
‘Marketing muscle’ helps McDonald’s beat pre-pandemic sales
Matthew ValentineThe fast food chain’s CEO says maximising marketing “in a culturally relevant way” and a focus on simplicity and customer needs has helped it drive growth despite Covid.
Ecommerce, adtech and privacy: How 2020 has transformed the future of the high street
Vihan SharmaRetailers and brands can drive the recovery of physical store sales through first-party data collaborations, helping to reach the customers most inclined to buy there and improve their shopping experience.
Why one beer brand is on a mission to remove the ‘silliness’ from craft
Manny PhamLion Little World Beverage’s marketing director wants the company to be a top three craft beer brand by 2023 and he believes the way to do that is distancing itself from the sector’s “pretentious image”.
Ronseal on why having an iconic slogan is a ‘marketer’s dream’
Charlotte RogersAs the paint brand prepares for its TV sponsorship debut, European marketing boss Jane Ryder explains how she plans to use the ‘Does exactly what it says on the tin’ slogan to help engage a new generation of DIYers.
Sainsbury’s hails Aldi price match success as value push pays off
Michaela JeffersonCEO Simon Roberts says Sainsbury’s extended price lock programme and Aldi Price Match scheme is already driving improved value perception among customers.
Growth Hacks: Pip & Nut on the beauty of being obsessed
Matthew ValentineNut butter brand Pip & Nut puts its high speed growth down to obsessive attention to detail, quality control, making lists and squirrels.
Unilever, PepsiCo, Shell and TUI join forces to improve black representation in UK marketing
Michaela JeffersonBlack Representation in Marketing (BRiM) is calling on marketing organisations to sign up to its new framework, after finding 42% of marketing professionals haven’t made any decisions to increase black representation in the past year.
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Yum! Brands CMO on why brand purpose is not marketing
Manny PhamKen Muench, who oversees global marketing for KFC and Pizza Hut, says marketers shouldn’t use purpose as a way of defining their brand or marketing it.
Marketoonist on the state of digital advertising
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here