Marketoonist on omnichannel customer engagement
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing bodies react as government commits to new digital legislation
Michaela JeffersonThe planned introduction of new digital competition rules and a new UK data protection regime heralds “enormous change” for the advertising sector, ISBA says.
How Revolution Beauty is using the ‘power’ of DTC to drive ‘huge’ growth
Niamh CarrollThe beauty brand has experienced rapid growth since 2014 selling through third-party retailers, but now it’s got its sights set on reaching customers direct.
How digital and data change the equation for consumers’ trust in brands
Michael MenzerIt’s never been more important to establish a ‘covenant of trust’ between brands and consumers, argue Mediabrands UK CEO Richard Morris and Acxiom’s EVP of international, Michael Menzer.
How newsletter sponsorships can supercharge your marketing plan
Marketing Week PartnerWhat’s a newsletter sponsorship, and how can it work for your brand? Here’s what you need to know to make the most of this tactic.
Asos plans to ‘scale-up’ broad-reach marketing to drive brand awareness
Cerys HollidayAsos delivered revenue growth of 4% in the six months to 28 February, and an adjusted profit before tax of £14.8m. This marks an 87% drop in profit since last year.
Digital marketing ROI prompts Next to increase budgets for 2022
Matthew ValentineThe retailer plans to invest “as much as it possibly can” in digital marketing, after adopting “new and more effective ways” to maximise return.
Bidding on rival brand names consigned to Marketing Week’s Room 101
Marketing Week ReportersMarketing Week readers have voted to put marketing bullshit, the misuse of awareness as a metric and bidding on other brand names as a search term into Room 101.
Navigating the cultural changes of pandemic-driven digital transformation
Marcus LambertDigital buyer journeys in B2B are not going away, so sales and marketing teams must continue to adapt, breaking down silos and following the data in order to keep improving.
Marketing trade bodies reveal strategy to achieve programmatic transparency
Michaela JeffersonThe launch of a new toolkit marks a “significant step forward” for brands, following the stark findings of the Programmatic Supply Chain Transparency Study in May 2020.
What to consider when building a business case for UX
Econsultancy TeamThe key to getting buy-in for UX is to present the strategy on management’s terms.
Marketoonist on the shiny new NFT syndrome
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing That Matters: How Which? and Brainlabs link marketing to sustainable business growth
Marketing Week ReportersThe consumer protection brand and its digital agency delve into the challenges they face in measuring marketing outcomes and driving sustainable business growth, including benchmarking performance in unusual times and framing the language of measurement to encourage alignment with objectives.
Starling Bank: Facebook boycott has caused ‘no noticeable decline’ in marketing performance
Michaela JeffersonStarling Bank stopped advertising on Facebook and Instagram in December to “protect” its customers, and said last week it would not reverse the decision until Meta cracks down on financial fraudsters using its platforms.
How Clinique’s YouTube approach evolved from awareness to full-funnel strategy
Sean HargaveClinique knew it had to drive digital DTC sales in Q4 2020 and one of the ways to achieve this was evolving its YouTube strategy beyond awareness, to drive efficient site traffic.