Finding the best measure of success for content marketing
The importance of content marketing continues to rise for many brands but knowing how to measure effectiveness remains an issue.
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Mark Ritson: Is content marketing a load of bollocks?
Mark RitsonThe emergence of content marketing as a separate discipline has distracted marketers from their real job of communicating with customers and selling stuff.
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The big debate: Is content marketing really nonsense?
Jonathan BaconAfter Marketing Week columnist Mark Ritson called into question the validity of content marketing as a discipline, a range of senior marketers have their say.
Facebook admits more measurement errors
Sarah VizardFacebook has been overstating a number of key measurements, but says it is working to fix the problems.
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Next CEO: Marketing spend is ‘not a decision made in the boardroom’
Niamh CarrollWith the cost of living crisis dampening consumer demand, sales during August slowed “significantly” and were “below our expectations”, the retailer has said.
You need purpose and pricing power, not one or the other
Chris BurggraeveTo really convince financial stakeholders, marketers need to urgently upgrade their marketing effectiveness language.
Co-op to invest £37m in lower prices following profit dip
Michaela JeffersonThe grocer also plans to treble its franchise store network, expand delivery partnerships, simplify and reduce its range, and improve its loyalty proposition.
Faster, better and cheaper: Building audiences for activation with your brand tracker
Steven MillmanMarketers often overlook how brand tracking surveys can be used to build fully permissioned data sets of exactly the kinds of consumers they want to reach.