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.
Marketing careers and joining up loyalty: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From mitigating the impact of Covid on your career to Virgin’s updated loyalty offer, it’s been a busy week. Here’s my take.
BMW invests ‘hundreds of millions’ in digital transformation
Matthew ValentineThe car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
How a focus on consumer behaviour increased demand for Irish white fish
Matthew ValentineConsumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
L’Oréal on why it pays to speed up innovation in times of crisis
Charlotte RogersRather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.