A lot of SEO is about pleasing the user, who must come first. The search engines may (largely) run on robots, but these robots are becoming increasingly human-like in their preferences with every algorithm update, and they know when they’re being manipulated.
Eve Sleep has created a “world first” ‘night mode’ TV ad break as it looks to raise awareness of its positioning as a sleep wellness brand and build a business for the long-term.
Direct Line has replaced one of the most effective brand campaigns of recent years with a new approach that promises similar success, all thanks to the team’s understanding of distinctive brand assets.
Greggs has invested significantly in its insight and digital marketing capabilities over the past year, which, alongside the vegan sausage roll launch, helped it reach record sales in 2019.
In the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Covid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.