How digital is shaping customer experiences in B2B
Rebecca SentanceFrom an increase in self-serve and personalised experiences to the rise of live chat and marketplaces, digital technologies are transforming the customer experience in B2B.
Marketoonist on the state of digital advertising
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Premier Inn pins recovery hopes on marketing with ‘invest to win’ strategy
Michaela JeffersonPremier Inn owner Whitbread plans to capitalise on “pent-up demand” for staycations by investing £20m into UK marketing, with a particular focus on broadening its digital reach.
1 Comment
Digital is a downstream discipline
Helen EdwardsBrands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
Diageo’s global media director: Marketers must keep ‘laser focus’ on digital brand safety
Michaela JeffersonThe Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
Marketoonist on advertising without cookies
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Asos credits marketing’s role in record results
Michaela JeffersonThe online fashion retailer grew its sales by 24% over the first half of its financial year, after boosting digital marketing spend to raise brand awareness and drive traffic to the platform.
Next to increase marketing spend above pre-Covid levels, but will not promote physical stores
Michaela JeffersonAfter weathering the storm of the pandemic to record a pre-tax profit of £342m, Next plans to prioritise marketing its online business through almost exclusively digital channels.
Marketers must be included when competition lawyers test Google’s market power
Grace KiteWhen Google’s market power is being assessed, Google and its customers can’t be the only marketing voices being heard – other marketing experts must be brought to the table.
Bob Hoffman: ‘Devious ad tech weasels’ are making marketers look like fools
Matt BarkerBob Hoffman, aka the Ad Contrarian, argues that after 10 years of scandal, trauma and confusion, scepticism is a desirable trait for marketers.
GSK’s Jerry Daykin on how to avoid the ‘slippery slope’ of digital KPIs
Michaela JeffersonThe best way of measuring digital marketing’s brand impact is to use “old school” methods such as econometric analysis, brand lift studies and customer research, according to Jerry Daykin.
The pandemic has upped the ante for online merchandising
Ben DavisOnline retailers need to balance a simple user experience with sufficient product inventory, reacting to trends accelerated by Covid.
The industry trends to avoid in 2021
Tim GeenenToo many brands will fail to recognise the obsolescence of their preferred ways to target customers this year, leaving them without a viable solution – unless they act now.
To convert customers, first understand what to optimise
Marketing Week PartnerThere is no ‘golden path’ to boosting conversions on your website, but by understanding what customers need and where to focus your efforts, you give yourself the best possible chance.
How Refinitiv smashed its SEO target during domain migration
Matthew ValentineChanging its name and launching a new website presented Refinitiv with a tough SEO challenge, but after generating 20 million links in one year, it was a challenge the brand met head on.