Brands are just paying lip service to customer experience as requests for call centre staff to improve the service are being met with resistance.
Effectiveness may not be a word that stirs the blood. However, when you think that being effective means “being successful in producing a desired or intended result”, and we all work in the results business, then there is no escaping that effective marketing should lead to success. The question therefore is how to be effective. […]
Benefit Cosmetics does not advertise or pay beauty bloggers yet it managed to increase market share to 38% in the premium mascara market thanks to a strategic partnership with Elle magazine and a video it produced for just £3,000.
Ann Lewnes, executive vice-president and CMO at Adobe, shares the moments that have shaped her career and led to her heading up marketing at a company that made $4.8bn (£3.3bn) in sales last year.
The ASA believes that despite a fall in the number of complaints about ads by the public “more needs to be done” to educate brands about their obligations when it comes to online advertising.
Marketers are increasingly tapping into the power of psychology to improve the impact of design and give their brands the cutting edge.
New Marks & Spencer boss Steve Rowe used his first formal set of results to lay out a five point strategy that he hopes will revive the brand by appealing to ‘Mrs M&S’ but also to those customers that shop infrequently at its stores.
This week marks two years until brands must be compliant with new EU data laws and marketers should not underestimate the work needed to make sure they do not fall foul of the regulations.
Google claims that half of all web traffic now comes from smartphones and tablets, while location-related mobile searches have grown 50% faster than all other queries on mobile meaning marketers must reassess how they use mobile to add a local element
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
TSB has made significant strides since it was relaunched in 2013. CMO Nigel Gilbert talks to Marketing Week about the importance of aligning all marketing activity to its core proposition and why it looks outside financial services for inspiration.
Strong growth across the National Lottery’s digital channels has driven record sales at Camelot of £7.6bn in 2015/16, up £317m on the previous year.
How does social purpose differ from CSR? Social purpose has to be relevant to the company’s core business. All companies have to think about how to engage radically with society. This means engaging with stakeholders on their agenda and adapting your business strategy accordingly. The strategy should not just think about the supply chain or sourcing; it also […]
New research shows that the majority of FTSE 350 corporate brands are churning out “mediocre” digital communications, missing out on the opportunity to engage with audiences through their corporate websites.
Marketers should be executing the strategic objectives of their brand with the most appropriate tools available but what could be the most engaging and impactful channels are being overlooked in the race to be new.