Marketers don’t set out to make their brands virtually indistinguishable from all the others in the sector. At least, most don’t. There will admittedly always be some for whom copycat, me-too, status is a fair objective, with an open policy of flagrant imitation of success.
Brands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
The strategic importance of search is clearer than ever, and shows how digital and classical marketing have further converged during the pandemic.
The consequences of the pandemic are now being felt in redundancies, and if you’re in this position, a structured approach is your best bet for finding the next opportunity.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From P&G’s improvement in marketing effectiveness to the rise in investment for market research, it’s been a busy week. Here is my take.
While more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
Targeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Rising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.