Digital channels are often looked upon as a world of metrics and short-term thinking, but there are opportunities for brands to be creative if activity is underpinned by branding basics.
In the first of Marketing Week’s new three-part series, in partnership with SAP, we chart the journey of buying marketing technology, giving marketers the guidance they need to avoid hitting dead ends.
The recipient of 94 Cannes Lions in four years, Burger King global CMO Fernando Machado is “100% focused on the idea”, as long as it links back to the brand and business strategy.
The marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.
The world’s second-largest advertiser is tightening rules for publishers in a move to reduce click fraud, which is estimated to generate more than $20m per month in profit for those involved.
YouTube has been the subject of many brand safety scandals over the last 24 months, with the recent tragedy in New Zealand prompting louder calls for urgent regulation of big tech players.
The Cairncross Review into the future of the UK news industry has called on the Competition and Markets Authority to investigate the efficiency of the online ad market, which is dominated by Google and Facebook.
The sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
Häagen-Dazs is doubling its investment in digital marketing as it looks to “capitalise on the momentum” it gained during lockdown.
A digital-led marketing approach is opening up new channels for the International Olympics Committee, allowing it to reiterate its values ahead of the postponed Tokyo 2020 Games.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.
This guide aims to answer three key questions: What is a conversion? What is CRO? And what are some key techniques you can use to optimise your conversion rate?
More than 90 major advertisers have or are planning top pull advertising from Facebook, which makes around 98% of its $70bn annual revenue from advertising, as part of the ‘Stop Hate for Profit’ campaign.
A good digital experience is more crucial now than it ever was. So how can retailers make sure their on-site search experience is as seamless, effective and easy to use as possible?
Improving digital business models is an imperative, but multichannel retailers should recognise that good user experience alone is not a marketing strategy.
