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.
Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.
Cadbury is launching a digital content series for its Heroes brand that it hopes will build engagement and brand love.
Morrisons looks set to ditch the big Christmas TV ad spot for a second year, instead opting to spend its marketing money on staff and own-label goods.
Innovation and privacy clearly have a deeply troubled relationship, but marketers should remember that the best marketing will always be about simplicity and universality.
From the latest thinking on the martech landscape and the rise of brands looking to innovate horizontally to the changing face of retail and the real impact of 5G, the Digital Shift webinar from Econsultancy covers all the hottest topics in digital marketing.
McDonald’s has increased restaurant visitor numbers in key cities after introducing a new approach to targeting audiences through outdoor advertising.
While society has pushed marketing for the better, the car marque’s managing director Stephen Norman says most marketing still lacks brilliance and the rise of digital hasn’t helped.
The final instalment in our series looks at having the right implementation in place to ensure marketers get the best out of martech in terms of value and creativity.
