As social media becomes more about value than volume and brands increasingly look to link online and offline channels through live events, Marketing Week outlines the media topics that will define 2016.
Marketers are increasingly buying mobile programmatically but there remains a “clear disconnect” between usage and brands’ understanding of the technology, according to the Internet Advertising Bureau (IAB).
Despite the rapid increase in social media ad budgets, many senior marketers remain unconvinced by its impact on their firm’s overall performance and are still failing to integrate it into their wider marketing strategies.
Marketing and creative teams shouldn’t be ‘task takers’, but strategic business partners. Here’s how brands can optimise their effectiveness.
Brands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
The two key consumer confidence measures for marketers of purchase intent and consumers’ view on their personal financial situation over the coming year remain in negative territory even as confidence ticks up slightly.
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.