Yahoo has announced the launch of a new content marketing solution that allows brands to maximise its earned media through data-driven content built specifically for the Tumblr platform.
The role and remit of marketing professionals is continuing to blur. As Marketing Week reported earlier this year, a series of big brands are changing their marketing structures to account for new business conditions such as the explosion of big data and the rising power of the customer, with new titles like chief customer officer […]
Google is allowing advertisers to more easily purchase top tier content on YouTube in the UK through the launch of its Google Preferred tool.
To be a global chief executive there are four things that really matter, according to Beatrice Lafon, group CEO of jewellery retailer Claire’s.
The relationship between a CEO and marketing department is not always an easy one.
Bruce McColl, global chief marketing officer at Mars, explains how the company’s philosophy of ‘mutuality’ is reflected in its brands and how they are measured against both their financial and social performance.
Our panel of experts discusses how new technologies and ideologies are changing the remit of marketing roles.
Nearly two-thirds of people feel no benefit from the improving economy and are not kicking recession-formed habits, shows research seen exclusively by Marketing Week. But by familiarising themselves with these shoppers’ behaviours, marketers can still reach them.
However, unpicking what I think was meant the declaration begins to make a lot more sense. DM, or to give it one of the titles less tarnished, data-driven marketing is the template all marketers now use. What marketing is not based on behavioural data and is tracked against clear objectives? If there is any then […]
Diageo is bringing sales and marketing closer together to push more consumers along the path to purchase as part of its wider search for media buying efficiencies.
Marketers put the greatest stock in their own contribution to the success of their employers and are more motivated by interesting work than any of their operational colleagues but fall short of other departments when it comes to hours worked.
Argos is launching its biggest ever campaign to raise awareness of its digital transformation among consumers and make loyal shoppers ‘proud to be associated with the brand’.
Giving fans rewards and privileges is a good way to get people talking about your brand on social media, but comments must be genuine and not of the 'like-gate' kind.
British Gas is feeding real-time messages into outdoor ads to bolster the “stature and interest” for its remote-controlled central heating service Hive as part of a revamped media strategy to reach commuters.
Ebay is launching its first global brand campaign as it aims to put its brand top-of-mind in the run-up to Christmas and reassure customers that it offers a ‘trusted, modern marketplace’ following a cyber attack that affected 145 million of its customers earlier this year.