What are the next big challenges marketers face?
Samuel JoySenior marketers at Marketing Week Live 2014 define what they regard as their next big challenges.
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DM – transparency and targeting to be the watchword
Branwell JohnsonThe latest Information Commissioner’s Report sadly gives direct marketing a “D” for effort due to some dunces in the class.
Facebook and Twitter make plays for the ecommerce market
Sarah VizardBoth Facebook and Twitter are making big moves to make it easier to shop via their services, with Facebook testing a “buy” button and Twitter acquiring payment startup CardSpring to help power “in-the-moment” commerce.
eBay to ‘redouble’ marketing efforts after admitting cyber attack impacted sales
Sarah VizardEbay is planning to step up its marketing efforts in the second half of the year to “reengage with customers” after admitting the cyber attack that compromised the data of 145 million customers has had an effect on sales.
Pernod Ricard slams Portman Group for ‘sledgehammer’ ad rule warning
Seb JosephPernod Ricard has hit out at what it claims is a “sledgehammer” ruling from trade body the Portman Group that found it failed to market one of its brands responsibly.
Digital talent is key to the future – be ready to take the lead
Ruth MortimerAre you a master storyteller? Or a data translator? If not, you could be missing out on one of the plum new roles emerging within the marketing industry. Marketing Week has polled our audience of senior executives to ask for the top five roles they’re keen to hire.
Firing up technology
Michael BarnettWith Amazon Firefly linking ecommerce to the real world via smartphone and wearable technology poised to do the same, brands need to embrace the change with a clear retail strategy.
How digital methods can improve loyalty
Lucy HandleyClick here to view the full-size infographic. Has marketing professor Byron Sharp’s theory that reach not loyalty is key to brand success been overturned by digital channels’ ability to ‘nudge’ consumers to buy more?
The hottest jobs in marketing
Jonathan BaconAs big corporates tailor their marketing structures to fit new business conditions, the skills they require of marketers are also changing, reflected in the emergence of specialist jobs. Here’s how to get one.
Complaints about nuisance calls and spam texts on the up
Sarah VizardComplaints about unsolicited marketing calls and texts remain a “major concern”, according to the Information Commissioner’s Office (ICO), which said that reports from people concerned about spam text and nuisance calls increased last year.
Embrace haptics for direct mail differentiation
Branwell JohnsonAs the charge towards digital and all it delivers for direct marketing – data, personalisation, targeting, cross platform tracking – builds increasing momentum and takes bigger slices of the DM budget, it’s worth remembering there is still room for the creative piece of print material.
Six lessons from the 2014 World Cup for marketers
Seb JosephFrom real-time plans blending search and trending data to damage control strategies for badly behaved brand ambassadors, Brazil has been a World Cup to remember for marketers. Marketing Week picks out the top six lessons for brands to integrate into their marketing strategies.
Senior marketers on the value of mobile
Samuel JoySenior marketers including Dominic Grounsell from RSA, Michael Magee from Mars, Andy Edge from Odeon and Simon Lloyd from Superdry explain how mobile will fit into their marketing plans.
Festival of Marketing takes home top event prize at PPA Awards 2014
Ruth MortimerThe Festival of Marketing, created by the teams at Marketing Week, Econsultancy, Creative Review and Design Week, has taken the award for Event Of The Year at the 2014 PPA Awards.
SABMiller on sustainability drive as it launches Prosper programme
Sarah VizardPeroni and Grolsch brewer SABMiller is scaling up its sustainability efforts with the introduction of a branded programme and a new set of “ambitious” targets for 2020 as it looks to embed sustainability across its business.