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.
From the future of third-party cookies to the dearth of digital talent, there is plenty of opportunity and challenge in digital marketing this year.
Every year at the Consumer Electronics Show, marketers try to find the answers to pressing questions about the future. But the questions they ask are just as important.
Econsultancy offers a best practice guide to what customer data platforms are, what they can help marketers do and how they might change the marketing technology landscape in years to come.
As 2019 draws to a close and we enter the 2020s, SEO and content marketing are booming. How can marketers take advantage to grow their careers and build effective teams?
The brands have said they will only use digital suppliers that have signed up to the IAB gold standard as the industry tries to clean up the digital ad ecosystem.
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.
